استخراج و اعتبارسنجی تعیینکنندههای تجربه دیجیتال مشتری به روش آمیخته
الموضوعات :
فاطمه اصلاحی
1
(دانشجو دکترا، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران.)
سید محمد رضا میراحمدی
2
(استادیار، گروه مدیریت، واحد دولت آباد، دانشگاه آزاد اسلامی، اصفهان، ایران.)
مجتبی آقاجانی
3
(استادیار، گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران.)
الکلمات المفتاحية: تجربه دیجیتال, تجربه خرید, خرید آنلاین, پدیدارشناسی.,
ملخص المقالة :
برای بسیاری از مدیران و صاحبان کسب و کارها، اهمیت مشتري در فضای اینترنتی به مراتب به منظور کسب مزیت رقابتی از مشتریان سنتی بیشتر است. از این‌رو، هدف اصلی این پژوهش استخراج و اعتبارسنجی تعیینکنندههای تجربه دیجیتال است تا مشخص گردد چه عواملي تجربه دیجیتال مشتریان در فضای اینترنتی را شكل مي‌دهند. این پژوهش به صورت کیفی و کمّی انجام شده که در بخش کیفی از شیوه پدیدار شناسی و در بخش کمَی از مدلسازی معادلات ساختاری استفاده شده است. در بخش کیفی به صورت هدفمند و با 22 مصاحبه، اشباع نظری صورت گرفت. داده‌های مصاحبه به روش ون مانن تجزیه و تحلیل شد. بر اساس نتایج، تعیینکنندههای تجربه دیجیتال مشتري در 19 مقوله فرعي، 7 مقوله اصلي شامل ارزش خرید، امنیت، تجربه دیجیتال هیجان، تجربه، سایت اپلیکیشن، آمیخته سنتی، خدمات پشتیبانی و پرداخت شناسایی و دسته‌بندی گردید. در بخش کمّی جهت اعتبارسنجي مؤلفه‌ها با استناد به يافته‌هاي بخش كيفي پرسش نامه تدوین و 432 پرسشنامه به صورت هدفمند جمع‌آوری شد. جهت اعتبار سنجی مؤلفه‌ها از تحليل عاملی تأییدی به وسیله نرم افزار ایموس استفاده شد. بر اساس نتايج، کلیه مؤلفه‌ها مورد تأیید قرار گرفت. بنابراین، به مدیران و صاحبان کسب و کارها پیشنهاد می‌گردد برای ایجاد رضایت مشتریان به این عوامل توجه ویژه‌ای داشته باشند.
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