ارائه مدل علّی متغیرهای مرتبط با قصد خرید مجدد در حراج آنلاین B2C

نوع مقاله : علمی - پژوهشی

نویسندگان

1 هیات علمی دانشگاه سمنان

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

3 دانشجوی دکتری مدیریت بازرگانی_بازاریابی دانشگاه سمنان

چکیده

هدف: امروزه با پررنگ شدن نقش اینترنت سبک خرید مصرف‌کننده تغییر کرده و علاقه افراد به خریدهای آنلاین در حال افزایش است. خریدهای آنلاین از جمله حراج‌های آنلاین موفقیت‌های بسیاری در وب‌سایت‌های فروش محصولات به دست آورده‌اند. لذا هدف از پژوهش حاضر مدلسازی معادلات ساختاری مؤلفه‌های کیفیت وب‌سایت مؤثر بر قصد خرید مجدد مشتریان حراج آنلاین B2C، با نقش میانجی انگیزه خرید لذت‌جویانه می‌باشد.
روش: پژوهش حاضر از منظر هدف کاربردی و از بعد ماهیت روش، توصیفی- تحلیلی است. جامعه آماری کاربران پیج اینستاگرام کالاکشن در سال 1400 است که از میان آن‌ها 460 نفر، به صورت تصادفی ساده به عنوان نمونه انتخاب شدند. داده‌های به دست آمده توسط پرسشنامه استاندارد مبتنی بر طیف لیکرت جمع‌آوری شد، سپس به کمک نرم افزار Smart-Pls مورد تجزیه و تحلیل قرار گرفت.
یافته‌ها: یافته‎‌های پژوهش نشان داد که مؤلفه‌های کیفیت‌وب‌سایت (قابلیت اطمینان، سهولت استفاده، جست‌و‌جو، ساختار و چیدمان) تأثیر مثبت و معناداری بر انگیزه خرید لذت‌جویانه دارد. همچنین انگیزه خرید لذت‌جویانه بر قصد خرید مجدد تأثیر مثبت و معناداری دارد. کیفیت وب‌سایت نیز بر قصد خرید مجدد کاربران تأثیر مثبت و معناداری دارد. در میان متغیرهای پژوهش بیشترین ضریب مسیر (853/0) و بیشترین ضریب معناداری (479/34)، متعلق به تأثیر کیفیت وب‌سایت بر انگیزه خرید لذت‌جویانه است.
نتیجه گیری: کیفیت وب‌سایت به عنوان یک عامل مهم، در افزایش فروش در حراج آنلاین B2C مؤثر است زیرا می‌تواند انگیزه خرید لذت‌جویانه مشتری را تحت تأثیر قرار دهد و منجر به خرید مجدد شود.

کلیدواژه‌ها

عنوان مقاله [English]

Provide a Causal Model of Variables Related to the Intention to Repurchase in the B2C Online Auction

نویسندگان [English]

  • abbasali Rastgar 1
  • sima alipour 2
  • maryam asgharinajib 3
1 Associate Professor at Semnan University
2 Ph.D. Candidate in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran.
3 Ph.D. Student in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran.
چکیده [English]

Purpose: Today, with the role of the Internet, the consumer shopping style has changed and people's interest in online shopping is increasing. Online shopping, including online auctions, has been very successful on product sales websites. Therefore, the purpose of this study is to model the structural equations of quality components of the website affecting the intention to repurchase B2C online auction customers, with the mediating role of hedonic shopping motivation.
Method: The present research is applied in terms of purpose and descriptive-analytical in terms of the nature of the method. The statistical population of Instagram collection users is in 1400, from which 460 people were randomly selected as a sample. The data were collected by a standard questionnaire, then analyzed using PLS software.
Findings: The results showed that the components of website quality (reliability, ease of use, search, structure and layout) have a positive and significant effect on hedonic shopping motivation. The motivation to buy hedonistically also has a positive and significant effect on the intention to repurchase. Website quality also has a positive and significant effect on users' intention to repurchase. Among the research variables, the highest path coefficient (0.853) and the highest significance coefficient (34.479) belong to the effect of website quality on hedging motivation.
Conclusion: Website quality, as an important factor, is effective in increasing sales in B2C online auctions because it can affect the customer's hedonic motivation and lead to repurchase.

کلیدواژه‌ها [English]

  • Website quality
  • Hedonic shopping
  • Repurchase intention
  • Online auction

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چشم انداز مدیریت بازرگانی
دوره 20، شماره 45 - شماره پیاپی 78
اردیبهشت 1400
صفحه 144-168

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سابقه مقاله

  • تاریخ دریافت: 14 مرداد 1400
  • تاریخ بازنگری: 11 مهر 1400
  • تاریخ پذیرش: 26 مهر 1400

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