کاربرد نظریه‌های خودمختاری، رفتار برنامه‌ریزی شده و کنش عقلایی در قصد خرید آنلاین (مورد مطالعه؛ تارنمای شرکت مسافربری رویال‌سفر‌ایرانیان)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشگاه تربیت‌مدرس تهران

2 دانشجوی دکتری مدیریت دانشگاه تربیت‌مدرس

3 استادیار گروه مدیریت دانشگاه آزاد اسلامی واحد مشهد

چکیده

پیشرفت شبکه ‌ارتباط ‌جهانی به شکل‌گیری نوع جدیدی از خرید تحت عنوان خرید‌آنلاین منجر شده است. در این راستا، شناسایی عوامل تعیین‌کننده قصد خرید‌آنلاین مشتریان و از همه مهمتر تعیین نقش جنسیت به عنوان یک متغیر مستقل و یا تعدیل‌گر از مهمترین زمینه‌های تحقیقاتی به شمار می‌رود که در این تحقیق بدان پرداخته شده است. علاوه بر این، درک نقش واسط اعتماد به تارنما و بررسی تاثیرگذار بودن یا نبودن لذت و خوشی خرید آنلاین بر قصد خرید آنلاین مشتریان نیز باعث متمایز شدن این تحقیق شده است. مدل مفهومی پژوهش که بر اساس نظریه‌های کنش‌عقلایی، رفتار برنامه‌ریزی شده و نظریه خودمختاری ارائه شده است، بر اساس داده‌های 162 مشتری شرکت مسافربری رویال سفر ایرانیان بررسی شد. نتایج نشان می‌دهد که کیفیت‌ درک‌شده از تارنمای شرکت، از طریق اعتماد به تارنما، قصد خرید-آنلاین را تحت تاثیر قرار می‌دهد. ضمن آنکه تاثیر نگرش مشتریان نسبت به خرید اینترنتی بر قصد خرید‌آنلاین آنها نیز مورد تأیید قرار گرفت. نتایج همچنین نشان می‌دهد که جنسیت مشتریان و لذت و خوشی ناشی از تعامل با تارنما، بر قصد خرید‌آنلاین آنها اثرگذار نبوده است. نتایج این پژوهش، مدیریت این شرکت را در راستای ارتقا و بهبود خدمات اینترنتی به مشتریان کمک خواهد نمود.

کلیدواژه‌ها


عنوان مقاله [English]

Application of the theories of Self-Determination, Planned Behavior and Reasoned Action in online purchasing (A study at Royal Safar Iranian Company)

نویسندگان [English]

  • Ahmad Ali Khaefelahi 1
  • Ali Noori 2
  • Mohammad Reza Zabihi 3
1 Assistant Professor, Faculty of Management and Economics, Tarbiat Modares University
2 Ph.D. Student of Management, Tarbiat Modares university
3 Assistant Professor, Faculty of Accounting and Management, Islamic Azad University, Mashhad Branch
چکیده [English]

Advancement of the World Wide Web has resulted in creation of a new form of purchasing that is called online purchase. Hence, identifying the determinants of customers’ intention to online purchase, especially determining the role of gender as an independent or moderator variable is a significant subject for research. In addition, understanding the mediating role of trust in web site and analyzing whether enjoying online purchase has effect on intention to online purchase seem to make this study distinguished from past studies. The conceptual model of research which has been developed based on the theory of reasoned action, theory of planned behavior and self-determination theory has been examined through data collected from 162 customers of Royal Safar Iranian Company. Findings imply that perceived website quality and trust in website influence the customers’ intention to online purchase. In addition, the effect of attitude toward web-based purchase on intention to online purchase has been confirmed. Findings also indicate that gender and enjoyment do not influence intention to online purchase. Managers of the company can improve and enhance their internet service quality based on the findings of this study.

کلیدواژه‌ها [English]

  • Intention to online purchase, Transportation system
  • Perceived website quality, Gender
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