The Impact of Perceived Utility and Social Value on the Purchasing Behavior of Modiseh Online Retail Online Startup Customers
Subject Areas : Behavioral Studies in Management
نرگس مقبول کل تپه
1
(دانشجو کارشناسی ارشد، مدیریت کارآفرینی - کسب و کار جدید ، دانشگاه آزاد واحد تهران شمال، تهران، ایران)
لیلا حامدی
2
(دکتری مدیریت و برنامه ریزی فرهنگی دانشگاه آزاد اسلامی واحد تهران شمال ، تهران، ایران)
مجید ربیعی دولابی
3
(دکتری مدیریت ، دانشگاه آزاد واحد تهران شمال، تهران ایران.)
Keywords: : utility value, perceived social value, customers' intention to buy,
Abstract :
This study examines the impact of perceived usefulness value and social value on the intention of customers to buy on the Modiseh website. The research method is applied in terms of purpose. In terms of data collection method is descriptive. Research is also a branch of survey. This research is done by field method. The statistical population of the present study is the customers of Madiseh website. Since the number of customers of Modiseh online store website is unlimited, using Cochran's formula for an unlimited community, the sampling method (ie sample selection) is simple random. Cronbach's alpha was used to assess the reliability of the research questionnaires. In order to analyze the data in this study, first in the first part, descriptive statistics have been used. In the second part, in order to test the hypotheses and research questions, Kolmogorov-Smirnov test, confirmatory factor analysis and structural equation modeling were used to test the hypotheses. According to the output of Amos software in the research structural model, 95.2% of the perceived usefulness value variable, 81.5% of the perceived social value, and 83.5% of the purchase intention are predicted by independent variables.
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