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واکاوی ارزش لذت گرایی و فایده گرایی در خریدهای برخط | ||
پژوهشنامه مدیریت اجرایی | ||
مقاله 1، دوره 11، شماره 21، شهریور 1398، صفحه 13-37 اصل مقاله (605.46 K) | ||
نوع مقاله: مدیریت استراتژیک (برنامهها، تحلیلهای استراتژیکی تولید، استراتژیهای بازاریابی و مدیریت بازار، کسبوکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . ) | ||
شناسه دیجیتال (DOI): 10.22080/jem.2019.16324.2893 | ||
نویسندگان | ||
عظیم زارعی* 1؛ هادی مرادی2 | ||
1دانشیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
2دانشجوی دوره دکتری مدیریت بازاریابی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
تاریخ دریافت: 19 خرداد 1398، تاریخ بازنگری: 26 مهر 1398، تاریخ پذیرش: 04 آذر 1398 | ||
چکیده | ||
در پی گسترش کسب و کارهای الکترونیکی، تبیین ارزش ادراکی و بررسی چگونگی تاثیر آن بر رفتار خرید برخط مشتریان یکی از موضوعات مورد توجه در تحقیقات علمی و همچنین چالشی در تصمیم گیریهای کاربردی مدیران در مقام عمل می باشد. به نظر میرسد این تبیین در سطح بالایی از برازش ساختاری مبتی بر حضور ارزش های لذت گرایی و ارزش های فایده گرایی بطور همزمان می باشد که این امر هدف اصلی تحقیق حاضر است. بر این اساس تحقیق از نظر هدف کاربردی و از نظر نحوه گردآوری داده توصیفی- پیمایشی است. جامعه آماری این تحقیق خریداران از طریق فروشگاههای اینترنتی در استان آذربایجان غربی میباشد. نمونه آماری تحقیق شامل 207 پاسخ دهنده بود که از طریق پرسشنامه نظرات آنها جمع آوری و با استفاده از مدلسازی معادلات ساختاری فرضیات تحقیق آزمون گردیدهاند. نتایج تحقیق نشان داد که ارزش لذت گرایانه و فایده گرایانه بر نگرش و رضایت تاثیر مستقیم مثبت داشته و بصورت غیر مستقیم بر تبلیغات دهان به دهان و گرایش به خرید مشتریان موثر است. | ||
کلیدواژهها | ||
ارزش لذت گرایی؛ ارزش فایده گرایی؛ خریدهای برخط؛ کسب و کار الکترونیک؛ خرید مجدد | ||
عنوان مقاله [English] | ||
Hedonic and Utilitarian Values Effects on online purchase | ||
نویسندگان [English] | ||
Azim Zarei1؛ Hadi Moradi2 | ||
1Associate professor, Business Administration department, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
2Ph. D student of Marketing, Business Administration department, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran. | ||
چکیده [English] | ||
Following the expansion of e-commerce & Internet purchases, explaining the perceived value of customers and examining how it affects customers' online purchase behavior is one of the most important and attractive issues of marketing research topics as well as a challenge, is to act for managers' decision making. This explanation appears to be at the high level of structural fitting on the presence of utilitarian values and hedonic values at the same time, which is the main goal of the present research. Utilitarian and hedonic values are evaluated by customers based on subjective norms and objective measures which are dynamic and depending on time, actors and situations. Accordingly, this research is applied type in terms of purpose and descriptive survey type in terms of data collection. The statistical population of this research is customers’ through online stores in West Azerbaijan province. The statistical sample of the study consisted of 207 respondents who were randomly selected through a questionnaire of their opinions and the hypotheses tested using structural equation modeling. The results show that hedonic and utilitarian values have positive and direct effects on customers’ attitude and satisfaction also finding indicate indirect effect on perceived values affect customers’ word-of-mouth and repurchase intention. | ||
کلیدواژهها [English] | ||
Hedonic value, Utilitarian value, online purchase, e-commerce, repurchase | ||
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