شناسایی عوامل مؤثر بر تجربه مشتری و تأثیر رضایت مشتری بر خرید مجدد در خرده‌فروشی‌های آنلاین (موردمطالعه: دیجی‌کالا)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، دانشگاه خوارزمی.

2 استادیار، دانشگاه خوارزمی.

10.52547/jimp.11.1.271

چکیده

پس از موفقیت «دیجی‌کالا» به‌عنوان یکی از بزرگ‌ترین خرده‌فروشی­‌های آنلاین در ایران، خرده‌فروشی‌های آنلاین بسیاری به‌­وجود آمدند؛ اما موفق به کسب سهم زیادی از بازار خرده‌فروشی نشدند. به این منظور بررسی رفتار مشتری در خرده‌فروشی‌های آنلاین می­‌تواند به‌عنوان یکی از پژوهش‌های لازم به‌­منظور تحقق سهم بازار بیشتر و حفظ مزیت رقابتی مدنظر قرار گیرد. هدف این پژوهش، بررسی اثرگذاری فرایندهای پیش از خرید، حین خرید و پس از خرید بر تجربه مشتری و اثرات تجربه مشتری بر رضایت مشتری و اثرگذاری متعاقب رضایت و تجربه مشتری بر خرید مجدد در خرده‌فروشی‌های آنلاین است. پژوهش کنونی با رویکرد توصیفی و کاربردی انجام شده است. جامعه پژوهش، کلیه افرادی هستند که تجربه خرید از خرده‌فروشی «دیجی‌کالا» را داشته‌­اند که به‌­دلیل نامشخص‌بودن جامعه، از روش تخمین حجم نمونه نامعلوم بهره گرفته شد. برای تجزیه‌وتحلیل داده‌های حاصل از پرسشنامه از روش مدل‌سازی معادلات ساختاری بهره برده شد. نتایج نشان داد که فرایندهای پیش از خرید، حین خرید و پس از خرید بر تجربه مشتری در خرده‌فروشی آنلاین «دیجی‌کالا» تأثیرگذار هستند؛ همچنین تجربه مشتری بر رضایت مشتری و خرید مجدد از خرده‌فروشی آنلاین «دیجی‌کالا» تأثیرگذار است. رضایت مشتری نیز بر خرید مجدد خرده‌فروشی آنلاین «دیجی‌کالا» تأثیرگذار است.

کلیدواژه‌ها

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