ارائه الگوی رفتار اطلاع‌یابی مصرف‌کننده در تجارت الکترونیک

نویسندگان
سهیلا شکوری یادگاری 1
میرزا حسن حسینی 1
سید موسی خادمی 2
لطف اله فروزنده 3
1 گروه مدیریت بازرگانی، دانشگاه پیام نور،تهران ،ایران.
2 : استادیار، گروه مدیریت استراتژیک، دانشگاه پیام نور، تهران ، ایران
3 دانشیار، گروه مدیریت، دانشگاه تربیت مدرس، تهران ، ایران
چکیده
زمینه و هدف: رفتار اطلاع‌یابی مصرف کننده در حوزه تجارت الکترونیک و خدمات مبتنی بر وب دارای ابعاد مختلف از جمله مولفه‌های روان‌شناسی، فرهنگی، اقتصادی، شخصیتی و ... است. از آن‌‎جایی که بازار تجارت الکترونیک دائما در حال رشد است، فرصت توسعه خوبی را برای کسب و کارها به وجود می‌آورد، از همین رو فرصت‌های تجاری باید با مشخصه‌ها و ویژگی‌های رفتاری مصرف کننده بیشتر انطباق داده شود تا نیازهای مشتری را بهتر برآورده کنند و موفقیت تجاری را تسهیل کند. پژوهش حاضر با هدف ارائه الگوی رفتار مصرف کننده در تجارت الکترونیکی با رویکرد اکتشافی انجام شد.

روش پژوهش: این پژوهش از نظر هدف بنیادی و از نوع پژوهش‌های توصیفی پیمایشی است که به شیوه آمیخته اکتشافی انجام پذیرفت.

یافته‌ها: نتایج نشان داد که مدل رفتار اطلاع‌یابی مصرف کننده در تجارت الکترونیک شامل: شرایط علی، مقوله‌ها، بسترها، عوامل مداخله‌گر، راهبردها و پیامدها است. همچنین در بخش کمی نیز نتایج تحقیق حاکی از تایید اکثر مولفه های بخش کیفی تحقیق توسط خبرگان بود.

نتیجه‌گیری: بررسی الگوها و مدل‌های رفتاری مصرف کننده در تجارت الکترونیک برای موسسات ضروری است و در این راستا بایستی از نتایج مدل این تحقیق و سایر مدل‌های ارائه شده در حوزه مورد مطالعه استفاده کرد تا زمینه‌های پیش‌بینی رفتار مصرف کننده ایجاد شود.
کلیدواژه‌ها
رفتار اطلاع‌یابی مصرف کننده
تجارت الکترونیک
روش داده بنیاد
روش دلفی

عنوان مقاله English

Presenting the model of consumer behavior in e-commerce with an exploratory approach

نویسندگان English

Soheila Shakouri yadegari 1
Mirza Hassan Hosseini 1
Seyed musa Khademi 2
lotfollah forouzandeh 3
1 Ph.D. student, Department of Business Administration, Payam Noor University, Tehran, Iran Email: s.shakouri@student.pnu.ac.ir
2 Assistant Professor, Department of Strategic Management, Payam Noor University, Tehran, Iran
3 Associate Professor, Department of Management, Tarbiat Modares University:
چکیده English

purpose: consumer behavior in the field of e-commerce and web-based services has different dimensions, including psychological, cultural, economic, personality, etc. components. Since the e-commerce market is constantly growing, it creates a good development opportunity for businesses, so business opportunities should be more adapted to the characteristics and behavioral characteristics of consumers to better meet customer needs. fulfill and facilitate business success. The current research was conducted with the aim of presenting the pattern of consumer behavior in electronic commerce with an exploratory approach.

Methodology: In terms of its fundamental purpose, this research is a survey descriptive research that was conducted in a mixed exploratory manner.

Findings: The results showed that the model of consumer behavior in e-commerce includes: causal conditions, categories, platforms, intervening factors, strategies and consequences. Also, in the quantitative part, the results of the research indicated the approval of most of the components of the qualitative part of the research by the experts.

Conclusion: Examining patterns and models of consumer behavior in e-commerce is necessary for institutions, and in this regard, the results of this research model and other models presented in the field of study should be used in order to create fields for predicting consumer behavior.

کلیدواژه‌ها English

Consumer Behavior
E-commerce
foundation data method
DELPHI method
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تعامل انسان و اطلاعات
دوره 10، شماره 1
بهار 1402
صفحه 43-67