راحتی تحویل خرید آنلاین و تأثیر آن بر افزایش رضایت مشتری
الموضوعات : مدیریت بازاریابیعباس احمدی 1 , سید احمد حیدری 2
1 - استادیار، گروه مدیریت بازاریابی، دانشگاه پیام نور، تهران، ایران
2 - دانشجوی کارشناسی‌ارشد مدیریت کسب و کار، دانشگاه پیام نور ساری، ساری، ایران
الکلمات المفتاحية: خرید آنلاین, سایت دیجی کالا, رضایت مشتری, رفتار مشتری, تبلیغ دهان به دهان الکترونیکی,
ملخص المقالة :
هدف این مقاله، شناسایی ابعاد راحتی خرید آنلاین است که بر قصد خرید آنلاین مصرف‌کننده تأثیر می‌گذارد و یک مدل مفهومی برای سنجش ادراک مصرف‌کنندگان از راحتی خرید ارائه می‌دهد که این امر به منظور تفوق یافتن بر کاستی‌های مطالعات قبلی است که نتایج تجربه خرید راحت را بررسی نکرده‌اند. بنابراین هدف از انجام این پژوهش بررسی راحتی تحویل خرید آنلاین و تأثیر آن بر افزایش رضایت مشتری و تشویق به تبلیغ دهان به دهان الکترونیکی می‌باشد. جامعه آماری این تحقیق مشتریان سایت دیجی کالا (بیش از 2000 نفر) می‌باشد. که از بین آنان 385 نفر به عنوان نمونه تحقیق حاضر انتخاب شدند. ابزار جمع آوری داده‌ها پرسشنامه بوده و روایی سازه از طریق تحلیل عاملی مورد بررسی قرار گرفت، تجزیه و تحلیل داده‌های پژوهش از طریق مدلسازی معادلات ساختاری با استفاده از نرم افزار Spssو Plsانجام شد. یافته‌های این تحقیق نشان داد که 5 فرضیه محقق تأیید شد و 5 فرضیه دیگر رد شد.
Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. & Wood, S. (1997). “Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic Marketplaces”, Source J. Mark. 61(3), PP. 38-53.
Beauchamp, M.B. & Ponder, N. (2010). “Perceptions of retail convenience for in-store and online shoppers”, Mark. Manag. J. 20 (1), PP. 49-65.
Bender, W. (1964). “Consumer purchase costs-Do retailers recognize them?”, J. Retail. 11(1), PP. 1-8.
Berry, L.L. (2000). “Cultivating Service Brand Equity. J. Acad”, Mark. Sci. 28, PP. 128-137.
Berry, L.L. & Cooper, L.R. (1990). “Competing with time-saving service”, Business 40 (2), PP. 3-7.
Berry, L.L., Seiders, K. & Grewal, D. (2002). “Understanding service convenience. J”, Mark. Am. Mark. Assoc. (AMA) 66 (3), PP. 1-17.
Bhatnagar, A., Misra, S. & Rao, H.R. (2000). “On risk, convenience, and Internet shopping behavior”, Commun. ACM Assoc. Comput. Mach. (ACM) 43 (11), PP. 98-105.
Browne, M.W. & Cudeck, R. (1992). “Alternative ways of assessing model fit”, Sociol. Methods Res. 21 (2), PP. 230-258.
Byrne, B.M. (2001). “Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming”, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey.
Comrey, A.L. (1973). “A First Course in Factor Analysis”, Academic Press, New York.
Copeland, M.T. (1923). “Relation of consumers' buying habits to marketing methods”, Harv. Bus. Rev. 1 (3), PP. 282-289.
De Kerviler, G., Demoulin, N.T.M. & Zidda, P. (2016). “Adoption of in-store mobile payment: are perceived risk and convenience the only drivers?”, J. Retail. Consum. Serv. 31 (No. July), PP. 334-344.
Emrich, O., Paul, M. & Rudolph, T. (2015). “Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type”, Journal of Retailing 91. New York University, PP. 326-342.
Farquhar, J.D. & Rowley, J. (2009). “Convenience: a services perspective”, Marketing Theory 9. SAGE Publications, PP. 425-438.
Gehrt, K.C. & Yale, L.J. (1993). “The dimensionality of the convenience phenomenon: a qualitative reexamination”, J. Bus. Psychol. 8 (2), PP. 163-180.
Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). “E-WOM scale: word-of-mouth measurement scale for e-services context”, Can. J. Adm. Sci. 27 (1), PP. 5-23.
Gruen, T.W., Osmonbekov, T. & Czaplewski, A.J. (2006). “EWOM: the impact of customer-tocustomer online know-how exchange on customer value and loyalty”, J. Bus. Res. 59 (4), PP. 449-456.
Hair, J.F., Black, W.C., Babin, B.J. &Anderson, R.E. (2006). “Multivariate Data Analysi (6th ed.)”, Analysis, P. 4.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L., Black, W.C., Hair Jr., J.F. & et al. (2010). “Multivariate Data Analysis, Prentice Hall, 5th ed”, Prentice Hall International, New Jersey.
Haridasan, A.C. & Fernando, A.G. (2018). “Online or in-store: unravelling consumer's channel choice motives”, J. Res. Interact. Mark. PP. 1-16.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G. & Gremler, D.D. (2004). “Electronic word-ofmouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?”, J. Interact. Mark.
Herrmann, R.O. & Beik, L.L. (1968). “Shoppers' Movements outside Their Local Retail Area”, J. Mark. 32(4), PP. 45-51.
Hsu, C.L., Chen, M., Chang, K.C. & Chao, C.M. (2010). “Applying loss aversion to investigate service quality in logistics: a moderating effect of service convenience”, Int. J. Oper. Prod. Manag. 30(5), PP. 508-525.
Hui, M.K., Thakor, M.V. & Gill, R. (1998). “The effect of delay type and service stage on consumers' reactions to waiting”, J. Consum. Res. 24 (4), PP. 469-479.
Javadi, M.H.M., Dolatabadi, H.R., Poursaeedi, A. & Asadollahi, A.R. (2012). “An analysis of factors affecting on online shopping behavior of consumers”, J. Mark. Stud. 4(5), P. 81.
Jayawardhena, C.C., Wright, L.T., Charles, D., Tiu Wright, L. & Dennis, C. (2007). “Consumers online: intentions, orientations and segmentation”, Int. J. Retail Distrib. Manag. Emerald 35 (6), PP. 515-599.
Jiang, L. (Alice), Yang, Z. & Jun, M. (2013). “Measuring consumer perceptions of online shopping convenience”, J. Serv. Manag. Emerald 24 (2), PP. 191-214.
Jih, W.J. (Kenny). (2009). “Service features, customer convenience, and shopping intention in the context of mobile commerce”, In: Wang, T.-Y. (Ed.), Compariso Shopping Services and Agent Designs. IGI Global, Hershey, New York, PP. 134-150.
Jun, M., Yang, Z. & Kim, D. (2004). “Customers' perceptions of online retailing service quality and their satisfaction”, Int. J. Qual. Reliab. Manag. Emerald 21 (8), PP. 817-840.
Kaltcheva, V.D. & Weitz, B.A. (2006). “When should a retailer create an exciting store environment?”, J. Mark. Am. Mark. Assoc. (AMA) 70 (1), PP. 107-118.
Keaveney, S.M. (1995). “Customer switching behavior in service industries: an exploratory Study”, J. Mark. 59(2), PP. 71-82.
Kin, N. & Farida, N. (2016). “Effects of convenience online shopping and satisfaction on repeat- purchase intention among students of higher institutions in Indonesia”, J. Internet Bank. Commer. 21(2), PP. 1-19.
King, S.F. & Liou, J.S. (2004). “A framework for internet channel evaluation”, Int. J. Inf. Manag. 24(6), PP. 473-488.
Kollmann, T., Kuckertz, A. & Kayser, I. (2012). “Cannibalization or synergy? Consumers' channel selection in online-offline multichannel systems”, J. Retail. Consum. Serv. Elsevier 19(2), PP. 186-194.
Koo, D., Kim, J. & Lee, S. (2006). “Personal values as underlying motives of shopping online”, Asia Pac. J. Mark. Logist. Emerald 20 (2), PP. 156-173.
Kumar, A. & Kashyap, A.K. (2018). “Leveraging utilitarian perspective of online shopping to motivate online shoppers”, Int. J. Retail Distrib. Manag. 46(3), PP. 247-263.
Luedi, A.F. (1997). “Personalize or perish”, Electron. Mark. 7(3), PP. 22-25.
MacKinnon, K.A. (2012). “User generated content vs. advertising: do consumers trust the word of others over advertisers?”, Elon J. Undergrad. Res. Commun. 3(1), PP. 14-22.
Madlberger, M. (2009). “Exogenous and endogenous antecedents of online shopping in a multichannel environment. In: Wan, Y. (Ed.), Comparison-Shopping Services and Agent Designs”, IGI Global, Hershey-New York, PP. 196-216.
Madu, C.N. & Madu, A.A. (2002). “Dimensions of e-quality”, Int. J. Qual. Reliab. Manag. 19.
Mehmood, S.M. & Najmi, A. (2017). “Understanding the impact of service convenience on customer satisfaction in home delivery: evidence from Pakistan”, Int. J. Electron. Cust. Relatsh. Manag. 11(1), PP. 23-43.
Mosteller, J., Donthu, N. & Eroglu, S. (2014). “The fluent online shopping experience”, J. Bus. Res. Elsevier Inc. 67 (11), PP. 2486-2493.
Mpinganjira, M. (2015). “Online store service convenience, customer satisfaction and behavioural intentions: a focus on utilitarian oriented shoppers.”, Stud. 7(1), PP. 36-49.
Narayandas, D. (1998). “Measuring and Managing the Benefits of Customer Retention”, J. Serv. Res. SAGE Publ. 1 (2), PP. 108-128.
Pan, Y. & Zinkhan, G.M. (2006). “Exploring the impact of online privacy disclosures on consumer trust”, J. Retail. 82(4), PP. 331-338.
Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N. & Chrissikopoulos, V. (2016). “Explaining online shopping behavior with fsQCA: the role of cognitive and affective perceptions”, J. Bus. Res. Elsevier Inc. 69 (2), PP. 794-803.
Park, C., Wang, Y., Yao, Y. & Kang, Y.R. (2011). “Factors influencing eWOM effects: using experience, credibility, and susceptibility”, Int. J. Soc. Sci. Humanit. 1(1), PP. 74-79.
Pham, Q., Tran, X., Misra, S., Maskeliūnas, R. & Damaševičius, R. (2018). “Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam”, Sustainability 10 (2), PP. 1-14.
Reimers, V. & Chao, F. (2014). “The role of convenience in a recreational shopping trip. Eur”, J. Mark. Emerald 48 (11/12), PP. 2213-2236.
Rohm, A.J. & Swaminathan, V. (2004). “A typology of online shoppers based on shopping motivations”, J. Bus. Res. 57 (7), PP. 748-757.
Roy, S.K., Lassar, W.M. & Shekhar, V. (2016). “Convenience and satisfaction: mediation of fairness and quality”, Serv. Ind. J. 36 (5–6), PP. 239-260.
Seiders, K., Berry, L.L., Gresham, L.G., Leonard, L. & Larry, G. (2000). “Attention, retailers! How convenient is your convenience strategy?”, Manag. Rev. 41 (3), PP. 79-89.
Seiders, K., Voss, G.B., Godfrey, A.L. & Grewal, D. (2007). “SERVCON: development and validation of a multidimensional service convenience scale”, J. Acad. Mark. Sci. Springe. Nat. 35 (1), PP. 144-156.
Shaheed, A. (2004). “How convenience has changed the nation”, Brand Strategy, PP. 44-46.
Thompson, B. (2004). “Exploratory and Confirmatory Factor Analysis”, American Psychological Association (APA), Washington, DC.
Thuy, P.N. (2011). “Using service convenience to reduce perceived cost”, Mark. Intell. Plan. Emerald 29 (5), PP. 473-487.
Udo, G.J., Bagchi, K.K. & Kirs, P.J. (2010). “An assessment of customers' e-service quality perception, satisfaction and intention”, Int. J. Inf. Manag. 30, PP. 481-492.
Wolfinbarger, M. & Gilly, M.C. (2001). “Shopping online for freedom, control, and fun. Calif. Manag. Rev. 43 (2), PP. 34-55.
Yale, L. & Venkatesh, A. (1986). “Toward the construct of convenience in consumer research”, Adv. Consum. Res. 13 (1), PP. 403-408.
Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1996). “The behavioral consequences of service quality”, J. Mark. 60 (2), P. 31.
_||_Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. & Wood, S. (1997). “Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic Marketplaces”, Source J. Mark. 61(3), PP. 38-53.
Beauchamp, M.B. & Ponder, N. (2010). “Perceptions of retail convenience for in-store and online shoppers”, Mark. Manag. J. 20 (1), PP. 49-65.
Bender, W. (1964). “Consumer purchase costs-Do retailers recognize them?”, J. Retail. 11(1), PP. 1-8.
Berry, L.L. (2000). “Cultivating Service Brand Equity. J. Acad”, Mark. Sci. 28, PP. 128-137.
Berry, L.L. & Cooper, L.R. (1990). “Competing with time-saving service”, Business 40 (2), PP. 3-7.
Berry, L.L., Seiders, K. & Grewal, D. (2002). “Understanding service convenience. J”, Mark. Am. Mark. Assoc. (AMA) 66 (3), PP. 1-17.
Bhatnagar, A., Misra, S. & Rao, H.R. (2000). “On risk, convenience, and Internet shopping behavior”, Commun. ACM Assoc. Comput. Mach. (ACM) 43 (11), PP. 98-105.
Browne, M.W. & Cudeck, R. (1992). “Alternative ways of assessing model fit”, Sociol. Methods Res. 21 (2), PP. 230-258.
Byrne, B.M. (2001). “Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming”, Lawrence Erlbaum Associates, Publishers, Mahwah, New Jersey.
Comrey, A.L. (1973). “A First Course in Factor Analysis”, Academic Press, New York.
Copeland, M.T. (1923). “Relation of consumers' buying habits to marketing methods”, Harv. Bus. Rev. 1 (3), PP. 282-289.
De Kerviler, G., Demoulin, N.T.M. & Zidda, P. (2016). “Adoption of in-store mobile payment: are perceived risk and convenience the only drivers?”, J. Retail. Consum. Serv. 31 (No. July), PP. 334-344.
Emrich, O., Paul, M. & Rudolph, T. (2015). “Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type”, Journal of Retailing 91. New York University, PP. 326-342.
Farquhar, J.D. & Rowley, J. (2009). “Convenience: a services perspective”, Marketing Theory 9. SAGE Publications, PP. 425-438.
Gehrt, K.C. & Yale, L.J. (1993). “The dimensionality of the convenience phenomenon: a qualitative reexamination”, J. Bus. Psychol. 8 (2), PP. 163-180.
Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). “E-WOM scale: word-of-mouth measurement scale for e-services context”, Can. J. Adm. Sci. 27 (1), PP. 5-23.
Gruen, T.W., Osmonbekov, T. & Czaplewski, A.J. (2006). “EWOM: the impact of customer-tocustomer online know-how exchange on customer value and loyalty”, J. Bus. Res. 59 (4), PP. 449-456.
Hair, J.F., Black, W.C., Babin, B.J. &Anderson, R.E. (2006). “Multivariate Data Analysi (6th ed.)”, Analysis, P. 4.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., Tatham, R.L., Black, W.C., Hair Jr., J.F. & et al. (2010). “Multivariate Data Analysis, Prentice Hall, 5th ed”, Prentice Hall International, New Jersey.
Haridasan, A.C. & Fernando, A.G. (2018). “Online or in-store: unravelling consumer's channel choice motives”, J. Res. Interact. Mark. PP. 1-16.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G. & Gremler, D.D. (2004). “Electronic word-ofmouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?”, J. Interact. Mark.
Herrmann, R.O. & Beik, L.L. (1968). “Shoppers' Movements outside Their Local Retail Area”, J. Mark. 32(4), PP. 45-51.
Hsu, C.L., Chen, M., Chang, K.C. & Chao, C.M. (2010). “Applying loss aversion to investigate service quality in logistics: a moderating effect of service convenience”, Int. J. Oper. Prod. Manag. 30(5), PP. 508-525.
Hui, M.K., Thakor, M.V. & Gill, R. (1998). “The effect of delay type and service stage on consumers' reactions to waiting”, J. Consum. Res. 24 (4), PP. 469-479.
Javadi, M.H.M., Dolatabadi, H.R., Poursaeedi, A. & Asadollahi, A.R. (2012). “An analysis of factors affecting on online shopping behavior of consumers”, J. Mark. Stud. 4(5), P. 81.
Jayawardhena, C.C., Wright, L.T., Charles, D., Tiu Wright, L. & Dennis, C. (2007). “Consumers online: intentions, orientations and segmentation”, Int. J. Retail Distrib. Manag. Emerald 35 (6), PP. 515-599.
Jiang, L. (Alice), Yang, Z. & Jun, M. (2013). “Measuring consumer perceptions of online shopping convenience”, J. Serv. Manag. Emerald 24 (2), PP. 191-214.
Jih, W.J. (Kenny). (2009). “Service features, customer convenience, and shopping intention in the context of mobile commerce”, In: Wang, T.-Y. (Ed.), Compariso Shopping Services and Agent Designs. IGI Global, Hershey, New York, PP. 134-150.
Jun, M., Yang, Z. & Kim, D. (2004). “Customers' perceptions of online retailing service quality and their satisfaction”, Int. J. Qual. Reliab. Manag. Emerald 21 (8), PP. 817-840.
Kaltcheva, V.D. & Weitz, B.A. (2006). “When should a retailer create an exciting store environment?”, J. Mark. Am. Mark. Assoc. (AMA) 70 (1), PP. 107-118.
Keaveney, S.M. (1995). “Customer switching behavior in service industries: an exploratory Study”, J. Mark. 59(2), PP. 71-82.
Kin, N. & Farida, N. (2016). “Effects of convenience online shopping and satisfaction on repeat- purchase intention among students of higher institutions in Indonesia”, J. Internet Bank. Commer. 21(2), PP. 1-19.
King, S.F. & Liou, J.S. (2004). “A framework for internet channel evaluation”, Int. J. Inf. Manag. 24(6), PP. 473-488.
Kollmann, T., Kuckertz, A. & Kayser, I. (2012). “Cannibalization or synergy? Consumers' channel selection in online-offline multichannel systems”, J. Retail. Consum. Serv. Elsevier 19(2), PP. 186-194.
Koo, D., Kim, J. & Lee, S. (2006). “Personal values as underlying motives of shopping online”, Asia Pac. J. Mark. Logist. Emerald 20 (2), PP. 156-173.
Kumar, A. & Kashyap, A.K. (2018). “Leveraging utilitarian perspective of online shopping to motivate online shoppers”, Int. J. Retail Distrib. Manag. 46(3), PP. 247-263.
Luedi, A.F. (1997). “Personalize or perish”, Electron. Mark. 7(3), PP. 22-25.
MacKinnon, K.A. (2012). “User generated content vs. advertising: do consumers trust the word of others over advertisers?”, Elon J. Undergrad. Res. Commun. 3(1), PP. 14-22.
Madlberger, M. (2009). “Exogenous and endogenous antecedents of online shopping in a multichannel environment. In: Wan, Y. (Ed.), Comparison-Shopping Services and Agent Designs”, IGI Global, Hershey-New York, PP. 196-216.
Madu, C.N. & Madu, A.A. (2002). “Dimensions of e-quality”, Int. J. Qual. Reliab. Manag. 19.
Mehmood, S.M. & Najmi, A. (2017). “Understanding the impact of service convenience on customer satisfaction in home delivery: evidence from Pakistan”, Int. J. Electron. Cust. Relatsh. Manag. 11(1), PP. 23-43.
Mosteller, J., Donthu, N. & Eroglu, S. (2014). “The fluent online shopping experience”, J. Bus. Res. Elsevier Inc. 67 (11), PP. 2486-2493.
Mpinganjira, M. (2015). “Online store service convenience, customer satisfaction and behavioural intentions: a focus on utilitarian oriented shoppers.”, Stud. 7(1), PP. 36-49.
Narayandas, D. (1998). “Measuring and Managing the Benefits of Customer Retention”, J. Serv. Res. SAGE Publ. 1 (2), PP. 108-128.
Pan, Y. & Zinkhan, G.M. (2006). “Exploring the impact of online privacy disclosures on consumer trust”, J. Retail. 82(4), PP. 331-338.
Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N. & Chrissikopoulos, V. (2016). “Explaining online shopping behavior with fsQCA: the role of cognitive and affective perceptions”, J. Bus. Res. Elsevier Inc. 69 (2), PP. 794-803.
Park, C., Wang, Y., Yao, Y. & Kang, Y.R. (2011). “Factors influencing eWOM effects: using experience, credibility, and susceptibility”, Int. J. Soc. Sci. Humanit. 1(1), PP. 74-79.
Pham, Q., Tran, X., Misra, S., Maskeliūnas, R. & Damaševičius, R. (2018). “Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam”, Sustainability 10 (2), PP. 1-14.
Reimers, V. & Chao, F. (2014). “The role of convenience in a recreational shopping trip. Eur”, J. Mark. Emerald 48 (11/12), PP. 2213-2236.
Rohm, A.J. & Swaminathan, V. (2004). “A typology of online shoppers based on shopping motivations”, J. Bus. Res. 57 (7), PP. 748-757.
Roy, S.K., Lassar, W.M. & Shekhar, V. (2016). “Convenience and satisfaction: mediation of fairness and quality”, Serv. Ind. J. 36 (5–6), PP. 239-260.
Seiders, K., Berry, L.L., Gresham, L.G., Leonard, L. & Larry, G. (2000). “Attention, retailers! How convenient is your convenience strategy?”, Manag. Rev. 41 (3), PP. 79-89.
Seiders, K., Voss, G.B., Godfrey, A.L. & Grewal, D. (2007). “SERVCON: development and validation of a multidimensional service convenience scale”, J. Acad. Mark. Sci. Springe. Nat. 35 (1), PP. 144-156.
Shaheed, A. (2004). “How convenience has changed the nation”, Brand Strategy, PP. 44-46.
Thompson, B. (2004). “Exploratory and Confirmatory Factor Analysis”, American Psychological Association (APA), Washington, DC.
Thuy, P.N. (2011). “Using service convenience to reduce perceived cost”, Mark. Intell. Plan. Emerald 29 (5), PP. 473-487.
Udo, G.J., Bagchi, K.K. & Kirs, P.J. (2010). “An assessment of customers' e-service quality perception, satisfaction and intention”, Int. J. Inf. Manag. 30, PP. 481-492.
Wolfinbarger, M. & Gilly, M.C. (2001). “Shopping online for freedom, control, and fun. Calif. Manag. Rev. 43 (2), PP. 34-55.
Yale, L. & Venkatesh, A. (1986). “Toward the construct of convenience in consumer research”, Adv. Consum. Res. 13 (1), PP. 403-408.
Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1996). “The behavioral consequences of service quality”, J. Mark. 60 (2), P. 31.
