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.

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

موضوعات

عنوان مقاله [English]

Identifying the Factors That Affect the Customer Experience and Customer Satisfaction Impact on Repurchasing Behaviors in Online Retailers in IRAN

نویسندگان [English]

  • Mohammad Ali Tousi 1
  • Seyed Mahdi Sadat Rasoul 2
  • Sepideh Shafia 2
1 Master Student, Kharazmi University.
2 Assistant Professor, Kharazmi University.
چکیده [English]

After the success of Digikala as the largest online retailer in Iran, many online retailers emerged to achieve their appropriate market share. It seems that examining customer behavior in online retailers needs to be further explored and enhanced to achieve competitive power. The purpose of this study is to investigate the impact of pre-buying, buying, and post-buying processes on customer experience and the effects of customer experience on customer satisfaction, then customer satisfaction and customer experience on Repurchase behavior in online retailers. The current research is descriptive and applied. The community of this study is all those who have experience in buying from Digikala retailers. To determine the sample size, the Cochran formula was applied, and because of the infinite statistical population, a sample size of 384 people was selected. A researcher-made questionnaire was created, and a combination was used to collect data. In order to analyze the data obtained from the questionnaire, the structural equation modeling method was used. The hypothetical test was performed using descriptive and inferential statistics. The results suggest that pre-buying, buying, and post-buying processes affect the customer experience in Digikala online retail. Customer experience also affects customer satisfaction and re-purchasing from Digikala online retailers.

کلیدواژه‌ها [English]

  • Customer Experience
  • Customer Satisfaction
  • Repurchase
  • Online Retailer
  • Buying Processes

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چشم‌انداز مدیریت صنعتی
دوره 11، شماره 1 - شماره پیاپی 41
فروردین 1400
صفحه 271-293

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