تأثیر رضایت‌مندی بر قصد خرید الکترونیکی مشتریان با تاکید بر نقش میانجی‌گری وفاداری مشتریان (مورد مطالعه: فروشگاه‌های ورزشی الکترونیک)

نوع مقاله : مقاله پژوهشی

نویسندگان

دانشگاه محقق اردبیلی

10.22034/sms.2024.140421.1282

چکیده

هدف پژوهش حاضر، تأثیر رضایت‌مندی با قصد خرید الکترونیک مشتریان فروشگاه‌های ورزشی با میانجیگری وفاداری مشتریان بود. جامعه آماری موردنظر شامل همه مشتریان استفاده‌کننده از کالاهای ورزشی به‌صورت الکترونیک در سراسر کشور بود. برای برآورد نمونه آماری از نرم‌افزار G-power استفاده شد. بدین منظور نمونه آماری مورداستفاده 479 نفر بودند. ابزار پژوهش حاضر پرسش‌نامه استفاده بود. بدین منظور از 3 پرسش‌نامه استاندارد شامل پرسش‌نامه رضایت‌مندی مشتریان درزی و بهات (2018)، پرسش‌نامه وفاداری مشتریان زهیر و همکاران (2011) و پرسش‌نامه قصد خرید الکترونیک چاتر و همکاران (2008) استفاده شد. روش انجام این پژوهش ارتباط علی بوده است که از نوع تحقیقات کاربردی می‌باشد. در این پژوهش از روش‌های آمار توصیفی شامل شاخص‌های گرایش مرکزی و شاخص‌های پراکندگی و از روش‌های آمار استنباطی شامل همبستگی پیرسون، معادلات ساختاری در سطح آلفای 05/0 استفاده شد. جهت تجزیه‌وتحلیل داده‌ها از نرم‌افزار SPSS26 و همچنین برای مدل‌سازی معادلات ساختاری از نرم‌افزار PLS3استفاده شد. نتایج حاکی از آن است که رضایتمندی مشتریان با قصد خرید مشتریان ارتباط علی معنی‌داری دارد. همچنین وفاداری به‌عنوان میانجی نقش مؤثرتری بر قصد خرید مشتریان دارد. درنهایت مدل ارتباطی رضایت‌مندی مشتریان قصد خرید مشتریان و وفاداری مشتریان از برازش مناسبی برخوردار است. با توجه به یافته‌های پژوهش مدیران فروشگاه‌های ورزشی که به‌صورت الکترونیک اقدام به خدمات‌رسانی می‌کنند می‌توانند ابتدا به دنبال رضایت مشتریان در جهت تبدیل به مشتریان وفادار کنند تا قصد خرید در بین مشتریان بیش‌ازپیش شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Customer Satisfaction on E-Purchase Intention with Emphasis on the Mediating Role of Customer Loyalty (Case Study: Online Sports Stores)

نویسندگان [English]

  • Abbas Naghizadeh-Baghi
  • Fatemeh Isazadeh Dabanlou
  • hossein kordloo
  • Mehdi Naghizadeh-Baghi
Mohaghegh Ardabili University
چکیده [English]

The purpose of the present study was to determine the Impact between satisfaction and the intention to purchase electronics of sports store customers with the mediation of customer loyalty. The intended statistical population included all customers using electronic sports goods across the country. G-power software was used to estimate the statistical sample. For this purpose, the statistical sample used was 479 people. The tool of the present research was the usage questionnaire. For this purpose, 3 standard questionnaires including Darzi and Bhatt's customer satisfaction questionnaire (2018), Zuhir et al.'s customer loyalty questionnaire (2011) and Chatura and et al.'s (2008) electronic purchase intention questionnaire were used. The method of conducting this research was causal relationship, which is a type of applied research. In this research, descriptive statistics methods including central tendency indices and dispersion indices and inferential statistics methods including Pearson correlation and structural equations were used at the alpha level of 0.05. SPSS26 software was used for data analysis and PLS3 software was used for modeling structural equations. The results indicate that customer satisfaction has a significant causal relationship with customers' purchase intentions. Also, loyalty as a mediator has a more effective role on customers' purchase intention. Finally, the communication model of customer satisfaction, customer purchase intention, and customer loyalty has a good fit. Paying attention to the findings of the research, managers of sports stores that provide services electronically can first look for customer satisfaction in order to become loyal customers so that the purchase intention among customers increases.

کلیدواژه‌ها [English]

  • Electronic Marketing
  • Consumer Behavior
  • Customer Satisfaction
  • Online Stores
Abdolmaleki, H., Norouzi, A., Zakizadeh, S. B., & Khalifeh, S. N. (2023). The mediating role of enjoyable experience and E-satisfaction in relationship between E-service quality and E-intention to re-purchase sporting products. Communication Management in Sport Media, 10(3). [Persian].
Afchangi S, Kordlu H. (2016). The Relationship between Satisfactions with Future Intention of Sports Customers in Aerobic Clubs: Study of Women's Aerobic Clubs in Mashhad. WJEM; 2 (3): 157-165 [Persian].
Alharthey, D. B. (2019). Impact of service quality on customer trust, purchase intention and store loyalty, with mediating role of customers’ satisfaction on customer trust and purchase intention: Study of grocery shopping. British Journal of Marketing Studies, 7(2), 40-61.
Alimohammadi, H., kordlu, H., Adabi Firouzjah, J., & Gerami, N. (2022). Comparison of the Loyalty Model of New and Experienced Customers of Health Clubs in Isfahan. Sports Marketing Studies, 3(3), 98-68 [Persian].
Álvarez-García, J., González-Vázquez, E., Del Río-Rama, M. D. L. C., & Durán-Sánchez, A. (2019). Quality in customer service and its relationship with satisfaction: an innovation and competitiveness tool in sport and health centers. International journal of environmental research and public health, 16(20), 3942.
Chen, Y., Ding, D., Meng, L., Li, X., & Zhang, S. (2023). Understanding consumers’ purchase intention towards online paid courses. Information Development, 39(1), 19-35.
De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. SAGE Publications Limited.
Dreifaldt, N., & Drennan, T. (2019). Does your brand need online influencer marketing? It depends: a mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.
Gohar rostami, H, R., Mehrali Tabar, H., & Banar, N. (2015). The relationship between service quality and behavior of customers toward physical fitness services centers and Suitable model. Journal of Sport Management and Motor Behavior, 11(22): 159-168 [Persian].
Haeruddin, M. I. W., & Haeruddin, M. (2020). The effect of customer satisfaction on customer loyalty in Kartu as products in Makassar City. Jurnal Administrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran, 7(2): 227-234.
Halim, E. & Karsen, M. (2020). The impact of trust to online purchase intention of business investors. International Conference on Information Management and Technology, Bandung: Indonesia.
Hameed, S., & Kanwal, M. (2018). Effect of brand loyalty on purchase intention in cosmetics industry. Research in Business and Management, 5(1), 25-35.
Hansopaheluwakan, S., Oey, E., & Setiawan, Y. (2021). The impact of brand equity and brand trust towards purchase intention through brand preference. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(1), 505-517.
Hasangholipour, T., Amiri, M., Fahim, F. S., & Ghaderi Abed, A. (2013). Effects of Consumer Characteristics on their Acceptance of Online Shopping: A Survey in Faculty of Management, University of Tehran. Journal of Information Technology Management, 5(4), 67-84 [Persian].
Hsu, C. L., Chang, K. C., Kuo, N. T., & Cheng, Y. S. (2017). The mediating effect of flow experience on social shopping behavior. Information Development, 33(3), 243-256.
Irfan, A., Rasli, A., Sami, A., Liaquat, H. (2017). Role of social media in promoting education tourism. Advanced Science Letters, 23(9), 8728–8731.
Jafarpoor, M. (2012). Conceptualization and study of variables affecting the acceptance of virtual social networks the role of non-governmental organizations in them, Basij strategic studies, 14(52): 109-148 [Persian].
Kee, D. M. H., Sin, L. G., Yuan, N. Z., Ni, N. L. Y., Wen, N. K., Fang, N. S., ... & Muhsyi, U. A. (2023). The Influence of Customer Satisfaction, brand trust and Brand Loyalty on Purchase Intention: A Study of McDonald’s in Malaysia. International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP), 6(2), 88-101.
Kordlu, H., Ali mohammadi, H., Moharram Zadeh, M., & Azizian Kohan, N. (2021). The relationship between social media marketing and customer satisfaction of sports recreation centers. Sport Marketing Studies, 1(4), 116-133. [Persian].
Kordlu, H., Naserian, A., & A Sajjadi, A. S. (2017). Predicting repeat attendance and customer word-of-mouth advertising by loyalty components in sports clubs: A study of Zanjan bodybuilding clubs. Journal of sports management and movement behavior, 13(25), 43-54. [Persian].
Kordlu, H., teymoori, A., & hasanizadeh, B. (2016). Prediction of Costumers' Loyalty and Word of Mouth Advertising by Components of Satisfaction in Sport Clubs: A Study of Zanjan Bodybuilding Clubs. Sport Management Journal, 8(4), 605-618. [Persian].
Köse, H., Argan, M., & Hedlund, D. P. (2021). The influence of perceived fan orientation on satisfaction, loyalty and sport consumption behaviors. International Journal of Sports Marketing and Sponsorship, 22(4), 699-720.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18, 167-176.
Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand trust and brand loyalty: A moderation and mediation perspective. Current Journal of Applied Science and Technology, 38(4), 1-17.
Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of product & brand management, 19(2), 114-130.
Maneiy, A., Khatibi, A., & hydari nejad, S. (2019). The Effect of the Satisfaction of Online Customers of Sport Products on Repurchase Intention. Research in sport Management, 8(8), 23-46. [Persian].
Mohammadi, S., & Abiar, A. (2019). Providing Sport Website Quality Modeling with E-Loyalty in Physical Education Students: Mediating Role of E-Satisfaction and Flow Experience. Sport Management Studies, 11(55), 209-230 [Persian].
Mtotywa, M. M., & Kekana, C. (2023). Post COVID-19 online shopping in South Africa: A mediation analysis of customer satisfaction on e-service quality and purchase intention. African Journal of Science, Technology, Innovation and Development, 1-14.
Naseri, N., Mehrara, A. (2013). Presenting a conceptual model for evaluating factors affecting customer satisfaction in online shopping, a case study of Iranian online buyers, the second national conference on entrepreneurship and management of knowledge-based businesses, Babolsar, 1-19 [Persian].
Nazari, M., & Baghdadi, M. (2013). Investigating the Factors that Influence Online Impulsive Buying in Iran - Survey on Group Discount Websites. Journal of Information Technology Management, 5(3), 223-239 [Persian].
Nguyen, Q., Nguyen, H., & Le, T. (2020). Relationships among novelty seeking, satisfaction, return intention, and willingness to recommend of foreign tourists in Vietnam. Management Science Letters, 10(10), 2249-2258.
Nigel, H., & ALEXANDER, J. (2006). The Handbook of customer satisfaction and Loyalty Measurement. Gower Publishing Limited.
Saedinia, A, A. (2013). Analysis of user satisfaction with e-commerce for online shopping, a case study: customers of sports products in Ahvaz city, the second international conference on managing challenges and solutions, Shiraz, 1-6 [Persian].
Saha, M., & Mukherjee, D. (2022). The role of e-service quality and mediating effects of customer inspiration and satisfaction in building customer loyalty. Journal of Strategic Marketing, 1-17.
Sardar Donighi, S., & Yousefi, M. (2016). Impact of service quality and perceived value on post-purchase intention with mediation of customer satisfaction (Case Study: Pharmacies in Tehran, Iran). European Online Journal of Natural and Social Sciences: Proceedings, 4(1 (s)), pp-1472.
Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M. & Sherazi., K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.
Su, L., Li, Y., & Li, W. (2019). Understanding consumers’ purchase intention for online paid knowledge: A customer value perspective. Sustainability, 11(19), 5420.
Sun, S., & Pan, Y. (2023). Effects of service quality and service convenience on customer satisfaction and loyalty in self-service fitness centers: Differences between staffed and unstaffed services. Sustainability, 15(19), 14099.
Tabaku, E., & Zerellari, M. (2015). Brand loyalty and loyalty programs; a literature review. Romanian Economic and Business Review, 10(2), 87.
Tang, R. Q., Tan, Y. J., Tan, Z. X., Tan, Y. T., Almawad, G., & Alosaimi, A. (2022). A study of courier service quality and customer satisfaction. International Journal of Applied Business and International Management (IJABIM), 7(1), 137-150.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs' performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868-1891.
Wu, J. F., & Chang, Y. P. (2016). Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers. Internet Research, 26(5), 1228-1248.
Xia, H., Pan, X., Zhou, Y., & Zhang, Z. J. (2020). Creating the best first impression: Designing online product photos to increase sales. Decision Support Systems, 131, 113235.
Yaseen, S., & Mazahir, I. (2019). Impact of corporate credibility, brand awareness, brand image and brand loyalty on purchase intention in the telecommunication sector of Karachi. GMJACS, 9(1), 14-14.
Yoo, J. J. E., Newland, B., & Lee, W. (2021). Influencing active sport tourists' loyalty to event and destination. Event Management, 25(3), 297-309.
Zamanidehkordi, A., Kohandel, M., & Noorbakhsh, P. (2023). The relationship between organizational reputation and electronic loyalty with the mediation of satisfaction and customer experience management of electronic shopping in online sporting goods stores. Applied Research in Sport Management, 12(3), 31-44. [Persian].
Zeng, L., & Yi Man Li, R. (2021). Tourist satisfaction, willingness to revisit and recommend, and mountain kangyang tourism spots sustainability: A structural equation modelling approach. Sustainability, 13(19), 10620.