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Introducing a model of influencing factors of customer's trust and satisfaction in E-commerce area (Case study: Group discount sites in Iran) | ||
Journal of Information Technology Management | ||
مقاله 11، دوره 7، شماره 3، آذر 2015، صفحه 655-674 اصل مقاله (370.89 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/jitm.2015.54289 | ||
نویسندگان | ||
Naser Asgari* 1؛ Hamed Heidari2 | ||
1Assistant Prof., Faculty of Management, Sattari University, Tehran, Iran | ||
2PhD Student, Faculty of Management, Islamid Azad University of Qazvin, Qazvin, Iran | ||
چکیده | ||
Studying the influencing factors on customer's trust and satisfaction in E-Commerce and adopting appropriate strategies about these factors are among the effective methods in achieving success in E-Commerce area. This article focuses on the study of effective factors on customer's trust and satisfaction in group discount websites. In this research, firstly the factor influencing on customer's satisfaction in E-commerce has been extracted through the conceptual study and the review of literature and the structural equation modeling has been presented. Then, E-questionnaire was given to the customers of group discount websites in Iran in order to evaluate the model and the relationships among the variables of the model. The analysis of the obtained results conducted through Partial least Square method proved the hypotheses of this model. The results of this research have provided with useful insight for those people who work in E-commerce; hence, they can design successful group discount websites based on group purchase income model. | ||
کلیدواژهها | ||
E-commerce؛ group purchase؛ customer's satisfaction؛ customer`s trust | ||
عنوان مقاله [English] | ||
ارائه الگویی از عوامل مؤثر بر اعتماد و رضایت مشتری در بخش تجارت الکترونیک (مورد مطالعه: سایتهای تخفیف گروهی در ایران) | ||
نویسندگان [English] | ||
ناصر عسگری1؛ حامد حیدری2 | ||
1استادیار مدیریت دولتی، دانشکدۀ مدیریت، دانشگاه هوایی شهید ستاری، تهران، ایران | ||
2دانشجوی دکتری مدیریت فناوری اطلاعات، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، تهران، ایران | ||
چکیده [English] | ||
بررسی عوامل مؤثر بر اعتماد و رضایتمندی مشتریان در بخش تجارت الکترونیک و در پیشگرفتن راهبردهای مناسب در زمینۀ این عوامل، از روشهای مؤثر دستیابی به موفقیت در حوزۀ تجارت الکترونیک بهشمار میرود. این مقاله بر مطالعۀ عوامل مؤثر بر اعتماد و رضایتمندی مشتریان از سایتهای تخفیف گروهی تمرکز دارد. در این مطالعه، نخست بهکمک مطالعۀ مفهومی و مرور ادبیات، عوامل مؤثر بر اعتماد و رضایت مشتریان در حوزة تجارت الکترونیک استخراج شد و مدل معادلۀ ساختاری (SEM) بهدست آمد. سپس برای اعتبارسنجی مدل و روابط میان متغیرهای مدل، پرسشنامهای الکترونیکی در اختیار مشتریان سایتهای تخفیف گروهی ایران قرار گرفت. نتایج دادههای بهدستآمده که با استفاده از روش حداقل مربعات جزئی تحلیل شد، درستی فرضیهها را تأیید میکند. نتایج این پژوهش، بینش مفیدی برای افرادی که در حوزة تجارت الکترونیک فعالیت میکنند، بهدنبال دارد؛ زیرا با بهرهمندی از آن میتوانند سایتهای تجارت الکترونیک با مدل درآمدی خرید گروهی را طراحی و راهاندازی کنند. | ||
کلیدواژهها [English] | ||
اعتماد مشتری, تجارت الکترونیک, خرید گروهی, رضایت مشتری | ||
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