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]

Abstract
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
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