نوع مقاله : مقاله علمی-پژوهشی

نویسندگان

1 هیات علمی گروه مدیریت بازرگانی ، دانشکده علوم انسانی و اجتماعی ، دانشگاه کردستان ، سنندج، ایران

2 استادیار،گروه مدیریت بازرگانی ، دانشکده علوم انسانی و اجتماعی ، دانشگاه کردستان ، سنندج ، ایران

3 کارشناسی ارشد مدیریت بازرگانی،دانشگاه کردستان،سنندج،ایران

10.22034/jtd.2022.252587

چکیده

در سال‌های اخیر خرید از فروشگاه‌های مبتنی بر فناوری که بصورت آنلاین فعالیت دارند در میان خریداران فراگیر شده است و به دلیل سهولت در انتخاب فروشنده ، برای شرکت‌های آنلاین دارای ریسک‌ از دست دادن سریع مشتریان است. لذا برای بهینه‌سازی ارائه خدمات به مشتریان لازم است تا مهم‌ترین عوامل اثرگذار بر این خریدها از دید مشتریان شناسایی‌شده و مشکلاتی که باعث نارضایتی آنان می‌گردد رفع شوند.در این پژوهش با استفاده از روش شبکه نگاری به بررسی این عوامل در خریداران شرکت دیجی‌کالا به عنوان نمونه مورد بررسی پرداخته شده. در روند انجام با بررسی نظرات مشتریان این شرکت در شبکه اجتماعی اینستاگرام در بازه زمانی 8ماهه ، 353 نظر مرتبط با موضوع انتخاب شده، و پس از انجام مراحل کدگذاری، مدلی شامل 10مقوله هسته (و 38 بعد تشکیل دهنده) تأثیرگذار بر تجربه خرید مشتریان شرکت مبتنی بر فناوری دیجیکالا را شناسایی و ارائه نماید. نتایج به‌دست‌آمده مدلی جامع از عوامل اثرگذار بر تجربه خرید آنلاین کالا از فروشگاه مبتنی بر فناوری دیجیکالا، شامل 10 مقوله مدیریت زنجیره تأمین، دیدگاه شخصی مشتریان، امکان مرجوعی کالای خریداری‌شده، تجربه قبلی خریدار، نحوه قیمت‌گذاری محصولات، تنوع محصولات، طرز برخورد نیروی انسانی، وب‌سایت و اپلیکیشن نحوه بسته‌بندی و کیفیت محصول را معرفی نمود.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying Factors Affecting Online Shopping in Technology-Based Companies (Case Study: Digikala Company)

نویسندگان [English]

  • Arman Ahmadizad 1
  • khabat nesaei 2
  • Alireza Pourheydari 3

1 Assistant Prof., Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

2 Assistant Prof., Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

3 MSc. Student , department of business management , university of kurdistan , sanandaj , iran

چکیده [English]

In the past few years, shopping from technology-based stores that operate online has become popular among shoppers, and because of the ease of choosing among different sellers, online companies are at risk of losing customers. Therefore, to optimize customer service, it is necessary to identify the most important factors affecting these shoppings from the customers' point of view and eliminate the problems that cause customer dissatisfaction. In this research, we are using the netnography approach, to identify these factors in Digikala Company. In the process of collecting the comments of the company's customers on the Instagram social network over a period of 8 months, 353 related comments selected, and after completing the open coding steps, a model containing 10 core categories (and 38 constituent dimensions) affecting on online shoppers of technology-based companies was identified. The results are including 10 categories of supply chain management, personal views of customers, the possibility of returning purchased goods, previous buyer experience, product pricing, product variety, product approach, manpower, Website and application, packaging, and product quality.

کلیدواژه‌ها [English]

  • Netnography
  • Online shopping
  • Technology-Based Companies
  • Digikala
  • الفت، لعیا؛ خسروانی، فرزانه؛ جلالی، رضا؛ "شناسایی عوامل مؤثر بر خرید اینترنتی و اولویت‌بندی آنها با استفاده از ANP فازی"، مدیریت بازرگانی، دوره 3، شماره 1، صص 54-19، 1390.
  • امیری، نازنین؛ نوع پسند اصیل، سید محمد؛ اکبری، محسن؛ "تاثیر باورهای مصرف‌کنندگان بر رفتار خرید آنی آن‌ها در محیط آنلاین"، تحقیقات بازاریابی نوین، دوره 5، شماره 3، صص 34-21، 1394.
  • امیدی، فریدون؛ زاج، زهره؛ "شناسایی و رتبه­بندی عوامل موثر بر انگیزه خرید آنلاین در مصرف کنندگان با استفاده از روش تاپسیس"، نشریه مطالعات کاربردی در علوم مدیریت و توسعه، پیاپی 4، شماره 2، تیر 1396.
  • بهادری، علی؛ "پژوهش کیفی داده بنیاد، «کدگذاری» و اهمیت، مراحل و شیوه اجرای آن در کارورزی دانشگاه فرهنگیان"، راهبردهای نوین تربیت معلمان، دوره 4، شماره 5، صص 88-69، 1397.
  • ترکستانی، محمدصالح؛ مفاخری، فهمیه؛ حقیقت، فاطمه؛ "تأثیر رضایت و اعتماد بر وفاداری الکترونیک و خرید آنلاین محصولات گردشگری"، مطالعات مدیریت گردشگری، دوره 11، شماره 34، صص 109-93، 1395.

doi: 10.22054/tms.2016.5731

  • زاهدی، نرگس؛ حمیدی، ناصر؛ "بررسی تاثیر خصوصیات وب سایت فروشگاه‌های خرید آنلاین بر تصمیم خرید مشتری (مورد مطالعاتی: فروشگاه‌های خرید آنلاین دیجی کالا و بامیلو)"، چشم­انداز حسابداری و مدیریت، دوره 2، شماره 10، صص 66-49، ‎
  • Addis, M.; Holbrook, M. B.; "On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity", Journal of Consumer Behaviour: An International Research Review, Vol. 1, Issue 1, pp. 50-66, 2001.
  • Akçayır, M.; Dündar, H.; Akçayır, G.; "What makes you a digital native? Is it enough to be born after 1980?", Computers in Human Behavior, No. 60, pp. 435-440, 2016.
  • Al-Awadi, A.; "A proposed model of customer loyalty in the retailing sectorbased on the Kuwaiti experience", Total Quality Management, Vol. 13, Issue 7, pp. 1035-1046, 2002.
  • BAHADORI, A.; "Qualitative Research Foundation data, "encoded" and the importance, process and method of its execution interns educators", new strategies for teacher education, Vol. 4, Issue 5, 2018(in Persian).
  • Beauchamp, M. B.; Ponder, N.; "Perceptions of retail convenience for in-store and online shoppers", The Marketing Management Journal, Vol. 20, Issue 1, pp. 49-65, 2010.
  • Bennett, R.; Härtel, C.E.; McColl-Kennedy, J.R.; "Experience as a moderatorof involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R", Industrial marketing management, Vol. 34, Issue 1, pp.97-107, 2005.
  • Berry, L. L.; Seiders, K.; Grewal, D.; "Understanding service convenience", Journal of marketing, Vol. 66, Issue 3, pp. 1-17, 2002.
  • Bilgihan, A.; Gen, Y.; "customer loyalty in online shopping: An integrated model of trust, user experience and branding", Computers in Human Behavior, Issue 61, pp. 103-113, 2016.
  • Bleier, A.; Harmeling, C. M.; Palmatier, R. W.; "Creating effective online customer experiences", Journal of marketing, Vol. 83, Issue 2, pp. 98-119, 2019.
  • Choi, J.; Geistfeld, L. V.; "A cross-cultural investigation of consumer e-shopping adoption", Journal of Economic Psychology, Vol. 25, Issue 6, pp. 821-838, 2004.
  • Compeau, L.D.; Monroe, K.B.; Grewal, D.; Reynolds, K.; "Expressing and defining self and relationships through everyday shopping experiences", Journal of Business Research, Vol. 69, No. 3, pp. 1035-1042, 2016.
  • Cyr, D.; Hassanein, K.; Head, M.; Ivanov, A.; "The role of social presence in establishingloyalty in e-services environments", Interacting with Computers, Vol. 19, No. 1, pp. 43-56, 2007.
  • Darian, J.C.; "In-Home Shopping: Are There Consumer Segments?", Journal of Retailing, Issue 63, pp. 163-186, 1987.
  • Duarte, Paulo; Silva, Susana; Ferreira, Margarida; "How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM", Journal of Retailing and Consumer Services, No. 44, 2018.
  • González, E. M.; Meyer, J. H.; Toldos, M. P.; "What women want? How contextual product displays influence women’s online shopping behavior", Journal of Business Research, No. 123, pp. 625-641, 2021.
  • Grewal, D.; Noble, S. M.; Roggeveen, A. L.; Nordfalt, J.; "The future of in-store technology", Journal of the Academy of Marketing Science, Vol. 48, Issue 1, pp. 96-113, 2020.
  • Ha, H.Y.; Perks, H.; "Effects of customer perceptions of brand experience onthe web: Brand familiarity, satisfaction and brand trust", Journal of customerBehaviour, Vol. 4, Issue 6, pp. 438-452, 2005.
  • Hodson, N.; Perrigo, C.; Hardman, D.; Retail Trends, 2017.

Retrieved from ww.strategyand.pwc.com: https://www.strategyand.pwc.com/trend/2017-retail-trends

  • Hsu, H.Y.; Tsou, H.T.; "Understanding customer experiences in online blogenvironments", International Journal of Information Management, Vol. 31, Issue 6, pp.510-523, 2011.
  • HUI Research; Blygsam utveckling för fysisk handel men fortsatt positiv tillväxt I landets kommuner, 2017.

Retrieved 2017-11-22 from http://www.hui.se/nyheter/handeln-i-sverige-2017

  • Hwangbo, H.; Kim, S, Y.; Cha, J, K.; "Use of the Smart Store for Persuasive Marketing and Immersive Customer Experiences: A Case Study of Korean Apparel Enterprise", Mobile Information Systems, Vol. 17, No. 1-1, 2017.
  • Iglesias-Pradas, S.; Pascual-Miguel, F.; Hernández-García, Á.; Chaparro-Peláez, J.; "Barriers and drivers for non-shoppers in B2C e-commerce: A latent class exploratory analysis", Computers in Human Behavior, Vol. 29, Issue 2, pp. 314-322, 2013.
  • Izogo, E.E.; Ogba, I.E.; Nwekpa, K.C.; "Correlates of the determinants of relationshipmarketing in the retail sector: the Nigerian case", African Journal of Economic and Management Studies, Vol. 7, No. 1, pp. 30-53, 2016.
  • Jiang, L. A.; Yang, Z.; Jun, M.; "Measuring consumer perceptions of online shopping convenience", Journal of Service management, 2013.
  • Jun, M.; Yang, Z.; Kim, D.; "Customers' perceptions of online retailing service quality and their satisfaction", International Journal of Quality & Reliability Management, 2004.
  • Klaus, P.; Maklan, S.; "Customer experience: are we measuring the right things?", International Journal of Market Research, Vol. 53, Issue 6, pp. 771-792, 2011.
  • Klaus, P.; "The case of amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique(ECT)", Journal of ServicesMarketing, Vol. 27, No. 6, pp. 443-457, 2013.
  • Kozinets, R. V.; "Can consumers escape the market? Emancipatory illuminations from burning man", Journal of Consumer research, Vol. 29, Issue 1, pp. 20-38, 2002
  • Kuswanto, H.; Pratama, W. B. H.; Ahmad, I. S.; "Survey data on students’ online shopping behaviour: A focus on selected university students in Indonesia", Data in brief, No. 29, 105073, 2020.
  • Lee, J.; A Grounded Theory: Integration and Internalization in ERP Adoption and Use, 2001.
  • Lemon, Katherine N.; Verhoef, P. C.; "Understanding customer experience throughout the customer journey", Journal of marketing, Vol. 80, Issue 6, pp. 69-96, 2016.
  • McLean, G.; Wilson, A.; "Evolving the online customer experience… is there a role for online customer support?" Computers in Human Behavior, No. 60, pp. 602-610, 2016.
  • Oliver, R.L.; "A cognitive model of the antecedents and consequences ofsatisfaction decisions", Journal of marketing research, Vol. 17, Issue 4, pp. 460-469, 1980.
  • Otto, J.E.; Ritchie, J.B.; "The service experience in tourism", Tourism management, Vol. 17, Issue 3, pp.165-174. 1996.
  • Pantano, E.; Priporas, C. V.; "The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective", Computers in human behavior, No. 61, pp. 548-555, 2016.
  • Pengnate, S. F.; Sarathy, R.; "An experimental investigation of the influence of website emotional design features on trust in unfamiliar online vendors", Computers in Human Behavior, No. 67, pp. 49-60, 2017.
  • Pine, B. J.; Gilmore, J. H.; "Welcome to the experience economy", Harvard business review, No. 76, pp. 97-105. 1998
  • Pullman, M.E.; Gross, M.A.; "Ability of experience design elements to elicitemotions and loyalty behaviors", Decision sciences, Vol. 35, Issue 3, pp. 551-578, 2004
  • Rageh, A.; Melewar, T. C.; Woodside, A.; "Using netnography research method to reveal the underlying dimensions of the customer/tourist experience", Qualitative Market Research: An International Journal, 2013.
  • Robinson, H.; Riley, F.D.; Rettie, R.; Rolls, W, G.; "The role of situational variables in online grocery shopping in the UK", The Marketing Review, Vol. 7, Issue 1, pp. 89-106, 2007.
  • Roggeveen, A. L.; Grewal, D.; Schweiger, E. B.; "The DAST framework for retail atmospherics: The impact of in- and out-of-store retail journey touchpoints on the customer experience", Journal of Retailing, Vol. 96, Issue 1, pp. 128–137, 2020.

https://doi.org/10.1016/ j.jretai.2019.11.002.

  • Rohm, A.J.; Swaminathan, V.; "A Typology of Online Shoppers Based on shopping Motivations", Journal of Business Research, No. 57, pp. 748-757, 2004.
  • Schmitt, B.; "Experiential marketing", Journal of marketing management, Vol. 15, Issue (1-3), pp. 53-67, 1999.
  • Seiders, K.; Berry, L. L.; Gresham, L. G.; "Attention, retailers! How convenient is your convenience strategy?", MIT Sloan Management Review, Vol. 41, Issue 3, p. 79. 2000
  • Shi, D.; "Research on the relationship between internet customer experience andcustomer website loyalty-based on structural equation model", Financial Research, No. 1, pp. 30-36, 2009.
  • Stouthuysen, K.; Teunis, I.; Reusen, E.; Slabbinck, H.; "Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience", Electronic Commerce Research and Applications, No. 27, pp. 23-38, 2018.
  • Sumino, M.; Harada, M.; "Affective experience of J. League fans: therelationship between affective experience team loyalty and intention to attend", Managing Leisure, Vol. 9, Issue 4, pp.181-192. 2004.
  • Swinyard, W. R.; Smith, S. M.; "Why people (don't) shop online: A lifestyle study of the internet consumer", Psychology & marketing, Vol. 20, Issue 7, pp. 567-597, 2003.
  • Szu-Yu, Chou; George C., Shen; Hung-Chang, Chiu; Yu-Tsun, Chou; "Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior", Journal of Business Research, Vol. 69, Issue 6, pp. 2226-2232, 2016.
  • To, P. L.; Liao, C.; Lin, T. H.; "Shopping motivations on Internet: A study based on utilitarian and hedonic value", Technovation, Vol. 27, Issue 12, pp. 774-787, 2007.
  • Toffler, A.; The future shock, A Bantam Book, published by arrangement withRandom House, Inc. USA, 1970.
  • Ye, Z.; Chen, X.; "The Effects of Online and Offline Customer Experiences on Customer Loyalty in Chinese Fresh E-commerce", 2020
  • Yoon, V.Y.; Hostler, R.E.; Guo, Z.; Guimaraes, T.; "Assessing the moderatingeffect of customer product knowledge and online shopping experience on usingrecommendation agents for customer loyalty", Decision Support Systems, Vol. 55, Issue 4, pp. 883-893, 2013.
  • AbbasZadeh, M.; Validity and reliability in qualitative researches, 2012.

https://jas.ui.ac.ir/article_18250.html