پیش‌زمینه‌ها و پیامدهای تجربه کاربر از سیستم‌های پیشنهاددهنده در محیط‌های آنلاین

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران

2 استادیار، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، ایران

10.22054/ims.2021.12859

چکیده

یکی از اهداف اصلی فروشگاه­های اینترنتی، خلق تجربه عالی برای کاربر است که این امر عملاً امکان خلق یک مزیت رقابتی پایدار را برای این فروشگاه‌ها فراهم می‌کند. همچنین، تجربه کاربر یکی از منابع اطلاعاتی ارزشمند و نوین جهت طراحی سیستم‌های پیشنهاددهنده است. حال با توجه به دنیای رقابتی تجارت و شباهت زیاد کالاها و خدمات و با در نظر گرفتن نقش حائز اهمیت تجربه کاربر و در واقع ایجاد برداشت مثبت در ذهن کاربر، این پژوهش با هدف تعیین پیش‌زمینه­ها و پیامدهای تجربه کاربر از سیستم‌های پیشنهاددهنده در محیط­های آنلاین انجام شده است. روش­شناسی پژوهش حاضر ترکیبی است. در بخش کیفی، به‌منظور انجام مصاحبه­های نیمه ساختاریافته 20 نفر از خبرگان به روش نمونه­گیری هدفمند قضاوتی انتخاب شدند. سپس بر اساس تحلیل محتوای داده‌های بخش کیفی، مدل اولیه پژوهش ارائه شد. در بخش کمی پژوهش، جامعه آماری این پژوهش شامل کلیه کاربران و مشتریان فروشگاه اینترنتی دیجی کالا بوده‌اند که در فروردین و اردیبهشت‌ماه 1398 از خدمات آن استفاده کرده‌اند. به این منظور، تعداد 384 نمونه به روش نمونه‌گیری در دسترس انتخاب شد. برای تجزیه‌وتحلیل داده‌ها در بخش کمی از نرم‌افزار لیزرل استفاده شده و فرضیه‌ها مورد تائید واقع شد.
نتایج پژوهش حاکی از وجود پنج دسته عوامل اصلی پیش­زمینه شامل تجربه تأثیر ادراک‌شده، تجربه سهولت ادراک‌شده، تجربه کیفیت ادراک‌شده، تجربه پشتیبانی ادراک‌شده و تجربه ظاهری ادراک‌شده است. نگرش ادراک‌شده، ارزش ادراک‌شده، اعتماد ادراک‌شده و رضایت ادراک‌شده نیز به‌عنوان پیامدهای تجربه کاربر از سیستم پیشنهاددهنده در محیط­های آنلاین احصاء شد.
 

کلیدواژه‌ها


عنوان مقاله [English]

Antecedents and implications of user experience from recommender systems in online environments

نویسندگان [English]

  • Mahdi Farmani 1
  • Mohammad Ghaffari 2
  • Mostafa Zandi Nasab 1
1 MSc, Business management department, Faculty of Management & Accounting, College of Farabi, University of Tehran, Iran
2 Assistant Professor, Business management department, Faculty of Management & Accounting, College of Farabi, University of Tehran, Iran
چکیده [English]

Creating a great user experience is one of the main goals of online stores, which actually enables them to create a lasting competitive advantage. The user experience is also one of the valuable and innovative sources of information for designing recommender systems. Given the competitive world of commerce and the high similarity of goods and services, and considering the important role of the user experience and actually creating a positive impression in the user's mind, this study aims to determine the backgrounds and consequences of user experience from recommender systems in Online environments are done. The methodology of the present study is synthetic. In the qualitative section, 20 experts were selected through semi-structured interviews through purposeful judgment sampling. Then based on qualitative data content analysis, the initial research model was presented. In the quantitative part of the study, the statistical population of the study included all users and customers of the Digikala store that used its services in March and April 2019. For this purpose, 384 samples were selected by available sampling method. LISREL software was used to analyze the data in a small section and the hypotheses were confirmed. The results indicate that there are five main categories of background factors including perceived impact experience, perceived ease of experience, perceived quality experience, perceived support experience, and perceived external experience. Perceived attitudes, perceived value, perceived trust, and perceived satisfaction were also presented as consequences of the user experience of the recommender system in online environments.
 

کلیدواژه‌ها [English]

  • User Experience
  • recommender system
  • content analysis
  • structural equation modeling
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