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تأثیر ویژگی های وب سایت فروشگاههای مجازی بر ارزش ویژه برند فروشگاه (مورد مطالعه: دیجیکالا) | ||
مطالعات رفتار مصرفکننده | ||
مقاله 1، دوره 5، شماره 1، شهریور 1397، صفحه 1-19 اصل مقاله (867.54 K) | ||
نوع مقاله: مقاله پژوهشی | ||
نویسندگان | ||
سید نجم الدین موسوی1؛ ابوالفضل علیزاده* 2 | ||
1استادیار گروه مدیریت دانشگاه لرستان | ||
2دانشجوی مقطع دکتری مدیریت دانشگاه لرستان | ||
چکیده | ||
در یک فضای آنلاین، بهره گیری از دارایی های نامشهود مانند ارزش ویژه برند، یکی از راههای ایجاد و حفظ برتری می باشد. هدف پژوهش حاضر بررسی عوامل موثر بر ارزش ویژه برند است. روش پژوهش، توصیفی- پیمایشی است و جامعه آماری پژوهش افرادی اند که حداقل یک بار از این فروشگاه خرید کرده اند. روش نمونه گیری به کار رفته در این تحقیق، خوشه ای در دسترس بوده است که به این منظور شهر تهران به پنج خوشه شمال، جنوب، شرق، غرب و مرکز تقسیم و پرسشنامه تحقیق در دو خوشه میان اعضای جامعه آماری توزیع گردیده شده است. برای آزمون فرضیهها از روش حداقل مربعات جزئی بهره گرفته شده است و 388 پرسشنامه صحیح مورد تحلیل قرار گرفت. یافتههای مهم این تحقیق نشان داد که وفاداری، تداعی اعتماد و تداعی ارزش بر ارزش ویژه برند تأثیر مثبت دارند. همچنین تأثیر مثبت خدمات پشتیبانی مشتری بر آگاهی، وفاداری، تداعی اعتماد و تداعی ارزش تأیید گردید، اما تأثیر آگاهی بر تداعی اعتماد و ارزش ویژه برند را مورد تأیید قرار نگرفت. از نتایج به دست آمده، روشن می شود که کسب و کارهای مجازی فعال در کشورمان به منظور افزایش ارزش ویژه برند خود، می بایستی به منابعی که باعث ایجاد ارزش ویژه برند(آگاهی برند مشتریان، وفاداری مشتریان، تداعی ارزش از نظر مشتریان و تداعی اعتماد از نظر مشتریان) می شود، می بایستی توجه بیشتری نمایند، که به منظور افزایش این ابعاد، خدمات پشتیبانی، نحوه اجرا و عملکرد خود را بهبود ببخشند. | ||
کلیدواژهها | ||
"ارزش ویژه برند آنلاین"؛ "آگاهی برند"؛ "وفاداری برند"؛ "عملکرد" | ||
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