بررسی تأثیر کیفیت خدمات الکترونیکی فروشگاه‌های اینترنتی کتاب بر رفتار خرید آنی دانشجویان

نوع مقاله : علمی پژوهشی

نویسندگان

1 دانشگاه حضرت معصومه(س)

2 استادیار گروه مدیریت بازرگانی، دانشگاه حضرت معصومه (س)

چکیده
هدف: هدف از این پژوهش، بررسی تأثیر ابعاد کیفیت خدمات الکترونیکی فروشگاههای اینترنتی کتاب بر رفتار خرید آنی دانشجویان میباشد.

روش پژوهش: این پژوهش از نظر رویکرد، کمّی و از نظر روش، توصیفی- تحلیلی و از نوع همبستگی است. جامعه آماری متشکل از دانشجویانی است که خرید اینترنتی را حداقل یکبار تجربه کرده‌اند. دادهها از دانشجویان سه شهر قم، تهران و اردبیل و در مجموع 214 پرسشنامه جمعآوری شد. تحلیل‌های آماری با استفاده از نرم‌افزار مدل معادلات ساختاری پی ال اس (PLS) انجام شد. به منظور سنجش پایایی از آزمون آلفای کرونباخ و پایایی ترکیبی (CR) و برای سنجش روایی همگرا از شاخص میانگین واریانس‌های استخراجی (AVE) استفاده ‌شده است.

یافته‌ها: با توجه به نتایج آزمون میتوان ادعا نمود کیفیت خدمات الکترونیکی تأثیر مثبت و معناداری بر خرید آنی کتاب دارد. همچنین مطابق نتایج به دست آمده، هر یک از ابعاد سهولت استفاده، در دسترس بودن، قابلیت اطمینان، طراحی، امنیت و حفظ حریم مشتریان، پاسخگویی و کیفیت اطلاعات به ترتیب تأثیر مثبت و معناداری بر خرید آنی کتاب توسط دانشجویان در فروشگاه‌های اینترنتی دارند.

نتیجه‌گیری و بحث: کتاب از جمله محصولاتی است که با توجه به اینکه جزو نیازهای فیزیولوژیک و اولیه انسان محسوب نمی‌شود دسترسی آسان به آن باعث افزایش توجه و استفاده از آن خواهد شد. لذا به مدیران بازاریابی شرکتها و فروشگاههای اینترنتی کتاب توصیه میشود توجه بیشتری به طراحی وبسایتهای خود داشته باشند، امنیت خرید اینترنتی را افزایش دهند، به حفظ اطلاعات شخصی کاربران توجه کنند. همچنین کیفیت محتوای اطلاعاتی وبسایتهای خود را ارتقا دهند و به سؤالات و یا شکایات مشتریان در کمترین زمان ممکن با دقت پاسخ دهند و رضایت آنها را جلب نمایند.

کلیدواژه‌ها


عنوان مقاله English

Investigating the effect of electronic services quality of online bookstores on students' impulse buying behavior

نویسندگان English

Mahsa Khodayari Sahlabad 1
Roya Karamat 1
Rasoul Abbasi 2
1 Hazrat-e Masoumeh University
2 Assistant Professor, Department of Business Management, Hazrat-e Masoumeh University
چکیده English

Objective: The purpose of this study was to investigate the effect of the dimensions of the quality of electronic services of online bookstores on the immediate purchasing behavior of students.

Methodology: This research is quantitative in terms of approach and descriptive-analytical and correlational in terms of method. The statistical population consists of students who have experienced online shopping at least once. The data was collected from the students of three cities of Qom, Tehran and Ardabil. A total of 214 questionnaires were collected, and analyzes were performed using the PLS Structural Equation Model (PLS) software. Cronbach's alpha test and composite reliability (CR) were used to measure reliability, and average variance extracted (AVE) was used to measure convergent validity.

Findings: According to the results of the test, it can be claimed that the quality of electronic services has a positive and significant effect on instant shopping. Also, according to the obtained results, each of the dimensions of ease of use, availability, reliability, design, security and privacy of customers, responsiveness and quality of information respectively have a positive and significant effect on the instant purchase of books by students in online stores.

Conclusion: Bookstores should pay special attention to electronic quality and its effect on instant purchase behavior in terms of providers and design appropriate strategies and programs to provide services and online loyalty to their customers. The book is one of the products that cannot be easily accessed due to the physiological and basic needs of humans, which causes its increase and use. Virtual space is a tool that can easily make the book available to the public. It is better to design your internet websites, increase the security of online shopping, pay attention to users' personal information. They improve the quality of information on their websites and answer questions and complaints in the shortest possible time.

کلیدواژه‌ها English

: E-service quality
Impulse buying behavior
Online shopping
Online bookstores
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