توسعه مدل اخلاقیات خرده‌فروشان الکترونیک و تأثیر آن بر تصویر خرده‌فروش و مزیت رقابتی مطالعه موردی: سایت دیجی‌کالا

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه اصفهان

چکیده

از مهم‌ترین عواملی که به‌طور فزاینده‌ای افکار و رفتار خریداران را شکل می‌دهد، رعایت اخلاق و پایبندی به اصول اخلاقی در کسب‌وکارهای امروزی می‌باشد. باظهور اینترنت و گسترش تجارت الکترونیک مسائل اخلاقی در حیطه الکترونیک بیش‌ازپیش اهمیت یافته است. در این پژوهش باتوجه به افزایش گرایش مصرف‌کنندگان به خرید الکترونیکی و لزوم رعایت اخلاقیات توسط خرده‌فروشان  به توسعه اخلاقیات خرده‌فروشان الکترونیک و تأثیر آن بر تصویر خرده‌فروش و مزیت رقابتی می‌پردازد این پژوهش از نظر هدف در بخش کیفی از نوع بنیادی و در بخش کمی توسعه‌ای می‌باشد. روش مورد استفاده در بخش کیفی تحلیل تم و در بخش کمی، پرسشنامه است. جامعه آماری بخش کیفی را متخصصان حوزه بازاریابی اینترنتی و اخلاق کسب‌وکار و جامعه آماری بخش کمی این پژوهش را 342 نفر از مشتریانی که به صورت الکترونیک از وب‌سایت دیجی‌کالا خرید می‌کنند تشکیل می‌دهد. ابزار گردآوری داده‌های کمی پرسش‌نامه محقق‌ساخته بوده‌است. تحلیل داده‌ها به روش تحلیل عاملی تاییدی بااستفاده از نرم‌افزارهای اِس‌پی‌اِس‌اِس و پی‌اِل‌اس انجام شده‌است. مدل توسعه‌یافته اخلاقیات خرده‌فروشان الکترونیک به‌صورت کیفی شامل شش بُعد می‌باشد: 1. حریم خصوصی، 2. امنیت، 3. قابل اعتماد/تعهد، 4. عدم فریب‌کاری، 5. خیرخواهی و 6. حرفه‌ای گرایی. براساس یافته‌های بخش کمی پژوهش، اخلاقیات خرده‌فروشان الکترونیک بر تصویر خرده‌فروش و مزیت رقابتی تأثیر مثبتی دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Developing E-Retailers Ethics Model and its Impact on Retailer Image and Competitive Advantage

نویسندگان [English]

  • jafar Eyvazpour
  • Hossein Rezaei Dolatabadi
  • Majid MohammadShafiee
Isfahan University
چکیده [English]

 Objective: It is the ethics and commitment to morals in today’s business that are of the most important factors that shape the buyer is thinking and manners on a growing basis. The present, due to the increasing tendency of consumers to buy electronically and the need to observe ethics by retailers, expand the ethics among e-retailers with its impact on retailer’s image .
Methodology: In the realm of qualitative research, this study is fundamental, and in terms of quantitative research, it is developmental. The research method in the qualitative study is thematic analysis and in the quantitative study is questionnaire. The statistical population in the qualitative research consists of internet (online) marketing and business ethics experts. In the quantitative part, the statistical population encompasses 342 customers that shop online from Digi Kala. The quantitative data were collected through a self-administered questionnaire.
 Finding: Data were also analyzed through confirmatory factor analysis by means of SPSS and PLS.The expanded qualitative model of e-retailers’ ethics consists of six dimensions: 1-Privacy 2-security 3-commitment/reliability 4-non-deception 5-benevolance 6-professionalism.
Conclution: According to the findings from the quantitative research, e-retailers’ ethics positively impact e-retailers’ image and competitive advantage

کلیدواژه‌ها [English]

  • retailers’ ethics
  • electronic commerce
  • e
  • retailer’s image
  • competitive advantage
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