مطالعات مدیریت کسب و کار هوشمند

نویسندگان

1 عضو هیئت‌علمی، گروه مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز.(نویسنده مسئول)؛ s.rahimi@tabrizu.ac.ir

2 عضو هیئت‌علمی، گروه مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز.

3 کارشناس ارشد، مدیریت بازرگانی، دانشگاه تبریز، تبریز.

چکیده

 
هدف پژوهش حاضر، تبیین راهکار علمی و کاربردی برای قصد خرید اینترنتی بر اساس استراتژی‌های تضمین با نقش میانجی ­اعتماد در فروشگاه‌های آنلاین است. پژوهش حاضر بر اساس هدف، کاربردی و ازنظر نحوه گردآوری داده‌ها توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری پژوهش، مردم شهر تبریز است که حداقل یک‌بار تجربه خرید اینترنتی داشته­اند. تعداد 384 نمونه به روش نمونه­گیری تصادفی انتخاب شد. برای گردآوری داده‌ها از پرسشنامه­ استفاده شد. تجزیه‌وتحلیل داده‌ها با روش مدل‌سازی معادلات ساختاری توسط نرم­افزار ایموس انجام شد. یافته‌های پژوهش نشان می­دهد بیانیه تضمین به‌طور مستقیم با ضریب استاندارد 40/0 و به‌طور غیرمستقیم از طریق میانجی اعتماد با ضریب استاندارد 06/0 و تضمین شخص ثالث به‌طور مستقیم با ضریب استاندارد 30/0 و به‌طور غیرمستقیم با ضریب استاندارد 08/0 بر قصد خرید اینترنتی تأثیر مثبت دارند. همچنین اعتماد با ضریب استاندارد 37/0 بر قصد خرید اینترنتی تأثیر مثبت دارد. با توجه به معنی­داری اثر مستقیم و غیرمستقیم، متغیر اعتماد نقش میانجی جزئی در رابطه بین استراتژی‌های تضمین و قصد خرید اینترنتی دارد. پیشنهاد می­شود مدیران پیاده­سازی استراتژی­های تضمین در فروشگاه­های اینترنتی را در جهت جلب اعتماد بیشتر و قصد خرید مشتریان در فروشگاه­های اینترنتی به کار گیرند.
 

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Assurance Strategies on Online Purchase Intonation by Mediating Role of Trust in online Stores

نویسندگان [English]

  • Samad Rahimiaghdam 1
  • Alireza Fazlzadeh 2
  • Noushin Ebrahimiaghdam 3

1 Faculty Member, Department of management, faculty of economics and Management, University of Tabriz, Tabriz. (Corresponding Author: S.rahimi@Tabrizu.ac.ir)

2  Faculty Member, Department of management, faculty of economics and Management, University of Tabriz, Tabriz.

3  Faculty Member, Department of management, faculty of economics and Management, University of Tabriz, Tabriz.

چکیده [English]

The aim of this research is to explain the scientific foundation and offer practical solutions for online purchase intonation based on assurance strategies by mediating role of trust in online stores. The research is applied from goal perspective and descriptive -correlative from data collection type. The statistical population is all people of Tabriz city who have had at least one Internet shopping experience. 384 samples were selected by random sampling. Standard questionnaires were used to collect data. The data were analyzed by structural equations modeling method with AMOS software.The research findings indicate, assurance statement has directly effect with path coefficient 0.4 and indirectly effect by the mediating role of trust with path coefficient 0.07 on online purchase intenation. Third party assurance has directly effect with path coefficient of 0.3and indirectly effect by the mediating role of trust with path coefficient 0.08 on online purchase intention. Also trust has a positive impact on online purchase intenation with path coefficient 0.37.Given the significant direct and indirect effect, trust plays a partial mediating role in the relationship between assurance strategies and online purchase intention. It is suggested that managers implement assurance strategies in online stores in order to gain more trust and online purchase intention.
 
 

کلیدواژه‌ها [English]

  • Assurance Strategies
  • Online Purchase Intention
  • Third Party Assurance
  • Assurance Statement
  • Trust
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