نوع مقاله : علمی پژوهشی
نویسندگان
1 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
چکیده
هدف: هدف از این مطالعه بررسی تأثیر سهولت و سودمندی درک‌شده از خرید آنلاین با نقش میانجی ارزش درک‌شده آنلاین بر رفتار خرید آنلاین در بین مشتریان کتاب‌فروشی‌های آنلاین و کتابخانه‌های دیجیتال است.
روش‌شناسی: جامعه آماری پژوهش شامل مشتریان کتاب‌فروشی‌های آنلاین و کتابخانه‌های دیجیتال در ایران است که حداقل یک‌بار تجربه خرید اینترنتی کتاب را داشتند (کتاب فیزیکی و دیجیتالی). این پژوهش از مطالعات کمی و فرضیه‌ای-استنتاجی است. برای نمونه‌گیری در این مطالعه، از روش نمونه‌گیری تصادفی استفاده شده است. گردآوری داده‌ها به شیوه میدانی به وسیله پرسش‌نامه انجام گرفته است. از روش مدل‌سازی معادلات ساختاری برای بررسی روابط بین متغیرها استفاده شده است که از نرم‌افزارهای SPSS24 و Amos24 بهره گرفته شد.
یافته‌ها: نتایج این مطالعه نشان داد که اثرات مستقیم سهولت، سودمندی و ارزش درک‌شده آنلاین بر رفتار خرید آنلاین مشتریان کتاب‌فروشی‌های آنلاین و کتابخانه‌های دیجیتال معنادار است. درنهایت، نقش میانجی ارزش درک‌شده آنلاین در بین متغیرهای سهولت، سودمندی و رفتار خرید آنلاین مشتریان کتاب معنادار و قابل توجه بود.
نتیجه‌گیری: این مطالعه نشان می‌دهد که سهولت درک‌شده و سودمندی درک‌شده از خرید آنلاین دو عامل کلیدی در پیش‌بینی رفتار خرید آنلاین هستند که در این میان، ارزش درک‌شده آنلاین عاملی مهم برای شناسایی بهتر این اثر در رفتار آنلاین مشتریان کتاب‌فروشی‌های آنلاین و کتابخانه‌های دیجیتال است. از این‌رو، این پژوهش علاوه بر ارائه مدلی جدید، به افزایش ادبیات رفتار مصرف‌کننده در زمینه خدمات کتابخانه دیجیتال و فروش آنلاین کتاب کمک کرده و پیشنهادات کاربردی در این موضوع ارائه می‌کند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Explaining online purchase behavior through perceived ease and perceived usefulness between customers of libraries and online bookstores
نویسندگان [English]
- Hossein Rahimi Kolour 1
- Younes Nikkhah 2
1 Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Ph.D. Student of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
چکیده [English]
Background and Objectives: The advancement of information technology and the increase in internet users have made online buying, especially in books, an integral part of the distribution channels of services and products. Also, online bookstores and digital libraries earn money by providing physical and digital books and knowledge services. However, online stores, especially in Iran, are still developing and understanding the online behavior of customers is still a new and unknown issue for businesses, especially for online library service providers. Nowadays, with businesses going online, especially the online sale of books and the promotion of the science of digital reading, identifying the purchase behavior in the online environment has become of great importance for the owners of bookstores and digital libraries because the purchase behavior in the online environment is very complicated. Therefore, this study aims to investigate the effect of perceived ease and perceived usefulness of buying online with the mediating role of online perceived value on online purchase behavior among customers of online bookstores and digital libraries. Research shows that through online social networks, customers can obtain more detailed product information, personalized service, and quick support, which influence customers' purchase intentions. In addition, the rich content and interpersonal networks generated by customers on social networks keep them connected. Based on social networking sites, microblogs, forums, and social commerce platforms, customers share purchase information, consumption experiences, and evaluations, and this content can spread rapidly and, as a result, significantly influence the purchase intentions of other customers. On the other hand, the desire of young Iranian researchers to write new approaches to the digital society has led to the transfer of technology, knowledge and emerging global ideas in the library sector. Because various studies have been conducted in the field of buying behavior, but in previous studies, the mediating role of perceived value in the relationship between perceived ease and usefulness and online purchase behavior has not been the focus and attention of researchers. This study, in addition to understanding the direct effects and Indirect factors affecting online purchase behavior, can play an influential role in increasing the subject literature of online consumer behavior in the field of librarianship and online customer orientation in the field of books.
Methodology: The statistical population of the research includes customers of online bookstores and digital libraries in Iran who have at least one experience of online purchasing (physical and digital books). On the other hand, to ensure the measurement process of each variable, the validity and reliability indicators of the questionnaire were examined, and the opinions of experts and professors in this field were applied. This research is a quantitative and hypothetical-inferential study. In this study, the random sampling method was used. Data collection was done in the field using a questionnaire. The structural equation modeling method was used to investigate the relationships between the variables, and SPSS 24 and Amos 24 software was used.
Findings: The results of this study showed that the direct effects of ease, usefulness and perceived online value on the online purchase behavior of customers of online bookstores and digital libraries are significant. Finally, the mediating role of online perceived value among variables of ease, usefulness and online purchase behavior of book customers was significant and considerable.
Discussion: This study shows that perceived ease and usefulness of online buying are two critical factors in predicting online purchase behavior. Among, online perceived value is an essential factor in better identifying this effect in the online behavior of online bookstores and digital libraries. Therefore, in addition to presenting a new model, this study helps to increase the literature on consumer behavior in the context of digital library services and online book sales and has provided practical suggestions on this theme. For example, managers of online bookstores and digital libraries can develop a good and beneficial social atmosphere among customers by providing simple interactive channels to share knowledge and strengthen social relationships. On the other hand, managers of online bookstores and digital libraries can improve personalization by customizing customer information based on their preferences, which entails placing functional information about books on the first visual page. This creates value for customers and users, leading them to search for products and services.
کلیدواژه‌ها [English]
- Digital libraries
- Online bookstore
- Online purchase behavior
- Perceived value
- Perceived ease and usefulness
consumer perspective with emphasis on mediating role of perceived risk: Case study: Social media users in Isfahan province. Consumer Behavior Studies Journal, 9(2), 158–179. [In Persian] https://doi.org/10.34785/j018.2022.526
Saudi Arabia. Journal of Economic, Administrative and Legal Sciences, 4(6), 146-159. https://journals.ajsrp.com/index.php/jeals/article/view/2585
and usage behavior. Journal of Retailing and Consumer Services, 48, 224–237. https://doi.org/10.1016/j.jretconser.2019.02.005
and repurchase intention. Foodservice Management Society of Korea, 26(6), 305-325. https://api.semanticscholar.org/CorpusID:266937525
direct-to-consumer healthcare. California Western Law Review, 55(2), 521–551. https://scholarlycommons.law.cwsl.edu/cwlr/vol55/iss2/9/
and implications for retailing. Journal of Retailing and Consumer Services, 20(2), 189–199. https://doi.org/10.1016/j.jretconser.2012.12.001
relationship between perceived value and purchase intention in social e-commerce sales promotion: Considering the impact of product involvement. Information & Management, 56(2), 317–328. https://doi.org/10.1016/j.im.2018.11.007
social media and customer intention affected by the mediator roles of perceived value and
customer satisfaction. Journal of Business Administration Researches, 13(26), 533–560. https://doi.org/10.22034/bar.2022.14729.3675 [In Persian]
students in Malaysia. Journal for Global Business Advancement, 6(2), 92–119. https://doi.org/10.1504/JGBA.2013.053561
behavioral response with the mediation of perceived value and emotional responses (Case study: Consumers of Ladan oil in Tehran city). Consumer Behavior Studies Journal, 5(2), 1–20. https://cbs.uok.ac.ir/article_60910.html?lang=en [In Persian]
)