اثر ادراک مشتریان از کیفیت پایگاه اینترنتی بر رضایت و تمایل به استفاده

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * استاد، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان.

2 ** استادیار، دانشگاه اصفهان.

چکیده

 چکیده همگام با توسعه تجارت الکترونیک و بانکداری الکترونیک انتظارات مصرف‌کننده و ضرورت تأکید بر کیفیت خدمات اینترنتی نیز افزایش ‌یافته است. ازآنجا‌که وب‌سایت‌ها مهم‌ترین کانال توزیع جهانی کالا و خدمات در تجارت الکترونیکی هستند، لازمه استفاده از این فرصت، شناخت عواملی است که بر تمایل استفاده از سایت بانک تأثیر دارند؛ بنابراین پژوهش حاضر با هدف سنجش عوامل تأثیرگذار در محیط مجازی بر رضایت و تمایل به استفاده مشتریان انجام‌شده است. این پژوهش از لحاظ هدف ازجمله پژوهش‌های کاربردی و ازن ظر ماهیت و روش، توصیفی - پیمایشی است. نمونه موردمطالعه 200 نفر از کارمندان و اعضای هیئت‌علمی «دانشگاه اصفهان» بودند که از سایت «بانک ملّی» استفاده می‌کردند و به‌صورت تصادفی (طبقه‌ای خوشه‌ای) تعیین شد. یافته‌ها نشان داد به‌ترتیب عوامل زیباشناختی، امنیت مالی و طراحی و قابلیت عملکرد؛ رضایت استفاده از سایت این بانک را تحت‌تأثیر قرار می‌دهد که رضایت خود بر تمایل به استفاده مصرف‌کننده تأثیرگذار است. یافته‌های پژوهش حاضر می‌تواند توسط مدیران و برنامه‌ریزان این بانک استفاده شود.

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