استخراج و اعتبارسنجی تعیینکنندههای تجربه دیجیتال مشتری به روش آمیخته
محورهای موضوعی : مدیریت بازرگانی
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.)
کلید واژه: تجربه دیجیتال, تجربه خرید, خرید آنلاین, پدیدارشناسی.,
چکیده مقاله :
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.
For many managers and business owners, the importance of the customer in the Internet space is far greater to gain a competitive advantage over traditional customers. Therefore, the main goal of this research is to extract and validate the determinants of digital experience to determine what factors shape the digital experience of customers in the Internet space. This research was conducted qualitatively and quantitatively, in the qualitative part, the phenomenological method was used, and in the quantitative part, structural equation modeling was used. In the qualitative part, theoretical saturation was done in a targeted manner with 22 interviews. Interview data were analyzed by Van Manen method. Based on the results, the determinants of the customer's digital experience were identified and categorized into 19 subcategories, 7 main categories including purchase value, security, digital experience, excitement, experience, application site, traditional mix, support, and payment services. In the quantitative part, to validate the components, based on the findings of the qualitative part, a questionnaire was compiled, and 432 questionnaires were collected in a targeted manner. To validate the components, confirmatory factor analysis was used by Imus software. Based on the results, all components were approved. Therefore, managers and business owners are suggested to pay special attention to these factors to create customer satisfaction.
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