Document Type : Original Article
Authors
1 Hazrat-e Masoumeh University
2 Assistant Professor, Department of Business Management, Hazrat-e Masoumeh University
Abstract
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.
Keywords
)