مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت و حسابداری ، دانشکده علوم انسانی ، زنجان ، ایران

2 استادیار، عضو هیئت‌علمی، گروه پژوهشی اقتصاد مالی و بیمه، پژوهشکده علوم اقتصادی، دانشگاه علامه طباطبایی، تهران، ایران

3 کارشناسی‌ارشد، مدیریت بازرگانی، گروه مدیریت و حسابداری، دانشگاه زنجان، زنجان، ایران

چکیده

امروزه یکی از مباحث مهم در تجارت الکترونیک که به‌عنوان دغدغه بسیاری از کشورها مطرح گشته، تبلیغات شفاهی الکترونیکی است که به‌علت استفاده روزافزون کاربران از اینترنت برای خرید یا کسب اطلاعات اهمیت فراوانی دارد. هدف پژوهش حاضر بررسی تأثیر فاکتورهای ابعاد خدمات الکترونیکی و نیز تجربه و ریسک بر تبلیغات شفاهی الکترونیکی با در نظر گرفتن نقش میانجی متغیر اعتماد است. جامعه آماری این تحقیق خریداران شهرستان‌های تهران و کرج از وب‌سایت علی‌بابا است که بر اساس فرمول کوکران 384 نمونه انتخاب و گردآوری داده به‌وسیله پرسشنامه انجام شد. همچنین تجزیه‌وتحلیل داده‌های پژوهش به روش مدل یابی معادلات ساختاری و با استفاده از نرم‌افزار آموس صورت گرفت. نتایج یافته‌ها نشان می‌دهد که ابعاد خدمات الکترونیکی و نیز تجربه بر اعتماد و تبلیغات شفاهی الکترونیکی تأثیر مثبت و معناداری دارند. همچنین، اعتماد نیز بر تبلیغات شفاهی الکترونیکی تأثیر مثبت و معناداری دارد. نتایج این پژوهش بر اهمیت تمرکز بر بهبود کیفیت خدمات الکترونیکی در فروشگاه‌های اینترنتی و ارتقای تجربه کاربری خریداران در مشارکت در انجام تبلیغات توسط آنان تأکید می‌نماید.
 

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Impact of E-Servicescape Dimensions and Experience & Risk Factors on E-WOM: Mediating Role of Trust

نویسندگان [English]

  • Vahideh Alipoor 1
  • Mohammad Reza Sa'di 2
  • Ghazal Golshan 3

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

چکیده [English]

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.
 

کلیدواژه‌ها [English]

  • E-commerce
  • E-servicescape
  • Experience
  • Risk
  • E-WOM
  • Trust
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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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