نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی ، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
2 استادیار، گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
هدف از این مقاله، شناسایی عوامل مؤثر بر تجربه مشتری در خرید آنلاین از طریق موبایل اپلیکیشن‌های فروشگاهی و مدل‌سازی ارتباطات درونی آن‌ها است. در این راستا ابتدا بر مبنای شاخص‌های شناسایی‌شده در مدل نظری تجربه مشتری در موبایل اپلیکیشن‌های فروشگاهی تلاش شد تا با بهره‌گیری از روش دلفی با مشارکت خبرگان، غربالگری و نهایی سازی شاخص‌های شناسایی‌شده صورت پذیرد. بهره‌گیری از روش دلفی در سه مرحله منجر به حذف 21 شاخص گردید. در ادامه با استفاده از روش مدل‌سازی ساختاری تفسیری ، مدل استخراجی ارزیابی و عوامل سطح‌بندی شدند. درنهایت با بهره‌گیری از تحلیل میک مک قدرت نفوذ و میزان وابستگی عوامل تحلیل گردید. بر اساس خروجی این پژوهش، تأثیرگذارترین شاخص در ایجاد تجربه مشتری در خرید از طریق موبایل اپلیکیشن‌های فروشگاهی، قابلیت‌های دستگاه تلفن همراه است. این شاخص که خود را در سایز صفحه گوشی، نوع سیستم‌عامل تلفن همراه و بهره‌گیری از قابلیت‌هایی همچون سیستم موقعیت جغرافیایی منعکس می‌کند در شرایطی بیشترین تأثیر را بر تجربه خرید آنلاین می‌گذارد که تصمیم‌گیری در خصوص آن خارج از کنترل طراحان موبایل اپلیکیشن‌ها و مالکین خرده‌فروشی‌ها است. همچنین مشخص شد که ابعاد اصلی مؤثر بر تجربه مشتری در 6 سطح تعریف می‌شوند که بر یکدیگر اثرگذارند. این پژوهش توانست درباره عوامل مؤثر بر تجربه مشتری در صنعت خرده‌فروشی و علی‌الخصوص فروش در بستر موبایل اپلیکیشن‌های فروشگاهی، دید جامع‌تری ایجاد کند.
کلیدواژه‌ها
عنوان مقاله [English]
Factors Influencing Online Buying Experience Through Retail Mobile Applications using Interpretive Structural Modelling
نویسندگان [English]
- Parisa Ghandvar 1
- Naser Azad 2
- Abdollah Naami 2
- Fataneh Alizadeh Meshkani 2
1 Ph.D. Student in Marketing Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Assistant Prof, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]
This study aims to identify the factors Influencing the online buying experience through retail mobile applications and modeling their internal communications. In this regard, an attempt was made to screen and finalize the detected indications using the Delphi method with the assistance of experts, based on the indicators identified in the theoretical model of customer experience in retail mobile applications (CERM). The Delphi approach was used in three stages to eliminate 21 indications. The extraction model was then examined and the components were graded using interpretive structural modeling. Finally, the power of influence and degree of dependence of the components were examined using Mic Mac analysis. The capabilities of the mobile device, according to the findings of this study, are the most effective aspect in establishing a customer experience in retail mobile applications. In circumstances where decision-making is beyond the control of mobile app designers and retailers, this indicator, which is represented in the screen size of the phone, the type of mobile operating system, and the use of capabilities such as GPS, has the largest impact on the online buying experience. The key dimensions determining the customer experience were also discovered to be divided into six tiers, each of which has an impact on the others. This research was able to provide a more in-depth look at the aspects that influence customer experience in the retail business, particularly sales via retail mobile applications.
کلیدواژه‌ها [English]
- Customer experience
- Interpretive Structural Modeling
- Retail mobile application
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