بررسی اثر تعدیل کننده جنسیت بر قصد خرید اینترنتی

نوع مقاله : مروری

نویسندگان

دانشگاه شهید بهشتی

چکیده

پژوهش حاضر با هدف بررسی اثر تعدیل کننده ی جنسیت بر قصد خرید اینترنتی با استفاده از مدل پذیرش نوآوری انجام شده است. بدین منظور پرسشنامه ای به صورت بر خط، روی دو تارنمای اینترنتی قرار گرفت. با نرخ پاسخگویی 72 درصد، تعداد 283 نفر از پاسخ دهندگان به طور کامل به سوالات پاسخ دادند. روایی پرسشنامه ها از طریق نظر نخبگان و پایایی آن از طریق محاسبه آلفای کرونباخ ارزیابی شد. با استفاده از دو مدل جداگانه رگرسیونی و آزمون مقایسه ضرایب β اثر تعدیل کننده جنسیت بر قصد خرید اینترنتی، آزمایش شد. نتایج مدل نشان داد جنسیت در مدل پذیرش نوآوری روی رابطه ی مزیت نسبی درک شده، قابلیت سازگاری، سهولت کاربری، قطعیت نتایج، درجه پدیداری با قصد خرید اینترنتی، اثر تعدیل کننده دارد. این اثر در رابطه با متغیرهای تصویر درک شده و قابلیت اعتماد دیده نشد.

کلیدواژه‌ها


عنوان مقاله [English]

Examining the moderating effect of gender on online shopping intention

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