مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

تحلیل تطبیقی کیفی فازی ابعاد اعتماد نهادی موثر بر قصد خرید از وب سایت های کسب و کار خانگی ایرانی

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
1 گروه مدیریت، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران.
2 گروه مدیریت بازرگانی، واحد امیدیه، دانشگاه آزاد اسلامی، امیدیه، ایران.
چکیده
هدف پژوهش حاضر تحلیل تطبیقی کیفی فازی ابعاد اعتماد نهادی موثر بر قصد خرید از وب سایت های کسب و کار خانگی ایرانی می باشد. پژوهش حاضر از نظر هدف کاربردی بود و به منظور گردآوری داده ها از پرسشنامه ای با مقیاس 5 گزینه ای لیکرت استفاده شد. پرسشنامه با اقتباس از منابع معتبر طراحی شد و به منظور تأیید روایی پرسشنامه، از روایی صوری استفاده گردیده، بدین ترتیب که پرسشنامه اولیه تنظیم شده، ابتدا در اختیار اساتید و خبرگان قرار داده شد تا در رابطه با روایی پرسشنامه، اظهار نظر نمایند و سپس نظرات آن ها در پرسشنامه لحاظ و تغییرات لازم انجام گردید. به منظور برآورد پایایی پرسشنامه از روش آلفای کرونباخ به وسیله نرم افزار SPSS استفاده شد که ضریب آلفای کرونباخ برای تمامی متغیرهای پژوهش بالاتر از 7/0 گزارش شد که نشان دهنده پایایی مناسب مدل است. در نهایت نیز با روش نمونه گیری خوشه ایی دو مرحله ایی، داده هایی از 384 نفر از مشتریان وب سایت های کسب و کار خانگی که حداقل یکبار تجربه خرید از این وب سایت ها را داشته اند، جمع آوری شد. از این تعداد، 191 پرسشنامه را مشتریان وب سایت های خاص یک کسب و کار خانگی و 193 پرسشنامه را مشتریان پلتفرم های کسب و کار خانگی تکمیل نموده اند. تحلیل تطبیقی کیفی فازی با استفاده از نرم افزار FsQCA یکبار برای مشتریان وب سایت های خاص یک کسب و کار خانگی و یکبار برای مشتریان پلتفرم های کسب و کار خانگی انجام شد. یافته های بدست آمده از هر کدام بصورت جداگانه مورد بررسی قرار گرفت و سپس با هم مقایسه شد.
نتایج حاکی از آن است که هیچ بعدی از ابعاد اعتماد نهادی به تنهایی شرط لازم برای قصد خرید از وب سایت های کسب و کارهای خانگی نیست. همچنین، 5 راه حل برای بوجود آمدن قصد خرید از وب سایت های خاص یک کسب و کار خانگی و 8 راه حل برای بوجودآمدن قصد خرید از پلتفرم های کسب و کار خانگی ارائه شد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Fuzzy Qualitative Comparative Analysis of Institutional Trust Dimensions Affecting Purchase Intention from Iranian Home-Based Business Websites

نویسندگان English

Samira Ghashghaei 1
Ghasem Bakhshandeh 1
Maryam Darvishi 2
1 Department of Management, Ahv.C., Islamic Azad University, Ahvaz, Iran.
2 Department of Business Management, Om.c., Islamic Azad University, Omidiyeh, Iran.
چکیده English

The aim of the present study is a qualitative fuzzy comparative analysis of the dimensions of institutional trust affecting the intention to purchase from Iranian home business websites. The present study was applied in terms of purpose and a questionnaire with a 5-point Likert scale was used to collect data. The questionnaire was designed by adapting it from reliable sources and in order to confirm the validity of the questionnaire, face validity was used, so that the initial questionnaire was prepared and first provided to professors and experts to comment on the validity of the questionnaire and then their comments were taken into account in the questionnaire and necessary changes were made. In order to estimate the reliability of the questionnaire, Cronbach's alpha method was used using SPSS software, and Cronbach's alpha coefficient was reported to be higher than 0.7 for all research variables, indicating appropriate reliability of the model. Finally, using a two-stage cluster sampling method, data were collected from 384 customers of home business websites who had at least once experience of purchasing from these websites. Of these, 191 questionnaires were completed by customers of specific home business websites and 193 questionnaires were completed by customers of home business platforms. Fuzzy qualitative comparative analysis using FsQCA software was conducted once for customers of specific home business websites and once for customers of home business platforms. The findings from each were examined separately and then compared. The results indicate that no single dimension of institutional trust is a necessary condition for purchase intention from home business websites. Also, 5 solutions for the creation of purchase intention from specific home business websites and 8 solutions for the creation of purchase intention from home business platforms were presented.

کلیدواژه‌ها English

Home business
institutional trust
fuzzy qualitative comparative analysis
online shopping
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  • تاریخ دریافت 11 فروردین 1405
  • تاریخ بازنگری 15 اردیبهشت 1405
  • تاریخ پذیرش 31 خرداد 1405