Document Type : Research Paper
Authors
1 ,Department of Management and accounting.Faculty of Human Sciences. Zanjan . Iran
2 Assistant Professor, Financial and Insurance Finance Research Group, Research Institute of Economics, Allameh Tabataba'i University, Tehran, Iran
3 Master in Business Management, Zanjan University, Zanjan, Iran
Abstract
Nowadays, one of the important topics in e-commerce which has become a concern of many countries is electronic word of mouth due to increasing use of Internet for activities such as shopping or obtaining information. The purpose of this study is to investigate the effect of e-service factors as well as experience and risk on E-WOM by considering the mediating role of the trust variable. The statistical population of this research consists of buyers ftom Tehran/Karaj from Alibaba website. 384 samples were selected by Cochran's formula and data was collected by distributing questionnaires. The research data were analyzed by structural equation modeling using Amos. The results show that e-services dimensions as well as experience have a positive and significant effect on trust and E-WOM. Trust also has positive and significant effect on E-WOM. The results emphasize the importance of focusing on improving the quality of e-services in online stores and user experience of buyers on their participation in advertising.
Keywords
افخمی، احمد و ترابی، مصطفی. (1391). تأثیر ابعاد کیفیت خدمات الکترونیکی بر رضایت مشتریان در تجارت الکترونیکی B2C (مورد کاوی: بیمه اینترنتی ایران و البرز)، فصلنامه اقتصاد و تجارت نوین، شماره‌های 25 و 26، 217-232.
خداداد حسینی، سید حمید و اسداللّهی، محمدرضا. (1397). عوامل مؤثر بر پذیرش سیستم سفارش غذای آنلاین از دیدگاه مشتریان، فصلنامة مطالعات مدیریت کسب‌وکار هوشمند، 6 (23)، 175-212. doi: 10. 22054/ims. 2018. 8855:
رحیمی باغملک، جهانبخش و عزیزی، فاطمه. (1398). بررسی تأثیر عملکرد ویژگی‌های هتل بر تبلیغات دهان‌به‌دهان الکترونیکی (موردمطالعه: هتل‌های 4 ستاره و 5 ستاره اهواز)، چهارمین کنفرانس ملی اقتصاد، مدیریت و حسابداری، خوزستان: دانشگاه شهید چمران اهواز، 1-15. https: //civilica. com/doc/1019950
اردلان، مصطفی، خادمی، مهدی و رسولی قهرودی، مهدی. (1396). کیفیت خدمات الکترونیک و نیات رفتاری: تحلیل نقش میانجی اعتماد مشتریان و ارزش ادراک‌شده، فرآیند مدیریت و توسعه، 29 (2)، 3-24. http: //jmdp. ir/article-1-2195-fa. html
آقابابانتاج جلودار، احمد و باقری، سید محمد. (1396). بررسی تأثیر رضایت مشتری، تعهد و اعتماد بر تبلیغات‌شفاهی در دوره‌های آموزشی جهاد دانشگاهی، کنگره بین‌المللی توانمندسازی جامعه در حوزه مدیریت، اقتصاد، کارآفرینی و مهندسی فرهنگی، اردیبهشت 1396. https: //civilica. com/doc/638574/
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استناد به این مقاله: علیپور، وحیده.، سعدی، محمدرضا.، گلشن، غزل. (1401). بررسی تأثیر ابعاد خدمات الکترونیکی و فاکتورهای تجربه و ریسک بر تبلیغات شفاهی الکترونیکی با نقش میانجی اعتماد، مطالعات مدیریت کسب وکار هوشمند، 11(41)، 87-114.
DOI: 10.22054/IMS.2022.64229.2080
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