ارائه مدل یکپارچه قصد خرید مجدد آنلاین در فروشگاه‌های زنجیره‌ای به روش مالتی گرندد تئوری
محورهای موضوعی : مدیریت بازاریابی
مهدی بره مقدم
1
,
حسین حکیم پور
2
,
مهدی محمودزاده
3
,
محمد محمدی
4
1 - دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
2 - استادیار گروه مدیریت، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
3 - استادیار گروه مدیریت، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
4 - استادیار گروه مدیریت، دانشکده علوم‌انسانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
کلید واژه: قصد خرید مجدد آنلاین, فروشگاه‌های زنجیره‌ای, فراترکیب , گرندد تئوری, مالتی گرندد تئوری,
چکیده مقاله :
زمینه: باتوجه‌به رشد روزافزون فروش آنلاین محصولات فروشگاه‌های زنجیره‌ای و تنوع عوامل اثرگذار بر آن، نقش افزایش تکرار خرید آنلاین این محصولات دارای اهمیت است. هدف: هدف از مطالعه حاضر، ارائه الگوی قصد خرید مجدد آنلاین در فروشگاه‌های زنجیره‌ای به روش مالتی گرندد تئوری می‌باشد. روش: این پژوهش به روش مالتی گرندد تئوری که ترکیبی از فراترکیب و گرندد تئوری می‌باشد، انجام شده است. ازاین‌رو، در گام نخست، ادبیات قصد خرید مجدد آنلاین در بازه زمانی سال 2010 الی 2022 مورد بررسی قرار گرفت و در گام بعدی با 10 نفر از خبرگان فروشگاه‌های زنجیره‌ای مصاحبه صورت گرفت و تجزیه‌وتحلیل داده‌ها از طریق سه نوع کدگذاری باز، محوری و انتخابی با رویکرد استراوس و کوربین صورت پذیرفته است. یافته‌ها و نتایج: در این پژوهش عوامل علی شامل طبقه فن آوری اطلاعات، ویژگی محصول، طبقه برند و طبقه خدمت؛ عوامل مداخله‌گر شامل عوامل جامعه‌شناسی و فضای رقابتی و طبقه ویژگی‌های مشتری به‌عنوان عامل زمینه‌ای شناسایی شدند که ضمن ایجاد راهبردهای بازاریابی سبب افزایش توانمندی فروشگاه‌های زنجیره‌ای و مسئولیت اجتماعی خواهد شد. این پژوهش به ایجاد دانش بیشتر در خصوص عوامل مؤثر بر قصد خرید مجدد آنلاین در فروشگاه‌های زنجیره‌ای کمک می‌کند و به مدیران فروشگاه‌های زنجیره‌ای در افزایش قصد خرید مجدد آنلاین مشتریان و مزیت رقابتی یاری می‌رساند.
Background: Regarding the increasing growth of online purchases of products in chain stores and given that the determinants of online repurchase intentions (ORI) are complicated and different, the role of online sales and increasing repurchase of the concerned products is more highlighted. Objective: The present study aimed to present an ORI model in chain stores. methodology: The qualitative multi-grounded theory (MGT), a combination of meta-synthesis and grounded theory (GT), was used in the present study. The literature on ORI in chain stores was first reviewed during 2010-2022 to reach the research objectives. Then, after detecting the initial framework, GT was used to interview ten experts in chain stores. Moreover, open, axial, and selective coding methods were used for the data analysis to extract the research model. Findings and results: According to the results, the concepts coded using Strauss and Corbin’s three-stage coding approach in GT were classified into four categories as causal conditions (namely information technology (IT), product features, brand class, and service class) and two categories as intervening factors (namely sociology and competitive environment), and one underlying factor (customer features). These factors affect the customer's ORI in chain stores and provide chain stores with some marketing strategies, the consequences of which would determine the capability of chain stores and social responsibility. Originality: The present study expanded knowledge on the ORI determinants in chain stores and would help the managers of chain stores to promote ORI and create a competitive advantage.
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