بررسی تاثیر کیفیت، قیمت و ارزش اجتماعی برند بر خرید آنلاین ( مطالعه موردی شرکت دیجی کالا)

نوع مقاله : پژوهشی (موردی)

نویسندگان

1 استادیارگروه اقتصاد، دانشگاه پیام نور، تهران، ایران

2 کارشناس ارشد مدیریت بازرگانی، گرایش بازاریابی، دانشگاه پیام نور، کرمانشاه، ایران

3 کارشناس ارشد مدیریت بازرگانی، گرایش کارآفرینی، دانشگاه پیام نور، کرمانشاه، ایران

چکیده

هدف از پژوهش حاضر، بررسی تأثیر ارزش ویژه برند درک‌‌شده و پیامدهای ناشی از آن بر خرید آنلاین از شرکت دیجی‌‌کالا است. این تحقیق از نظر هدف، کاربردی و از نظر ماهیت گردآوری داده‌‌ها، توصیفی-پیمایشی و از نوع همبستگی می‌‌باشد. جامعه آماری پژوهش حاضر کلیه مشتریانی هستند که از شرکت دیجی کالا خرید آنلاین انجام می‌‌دهند. ابزار گردآوری دادهها توزیع پرسشنامه الکترونیکی است و تعداد ۳۸۴ پرسشنامه بین افراد نمونه توزیع شد. اطلاعات بهدست آمده با استفاده از نرم‌‌افزار Lisrel 8.9 و SPSS 22 تجزیه و تحلیل شده و سپس بهمنظور آزمون فرضیه‌‌های پژوهش از تحلیل عامل تأییدی، مدل معادلات ساختاری و آزمون رگرسیون استفاده شده است. نتایج تحقیق نشان داد که کیفیت برند، قیمت برند، ارزش اجتماعی برند و ارزش عاطفی آن تأثیری مثبت و معنی‌‌دار بر امید مصرفکننده دارند. همچنین امید مصرفکننده بر رضایت کلی مصرف‌‌کننده، اعتماد و تعهد آنها اثر مثبت و معنی‌‌داری دارد. از طرفی دستیابی به اهداف باعث افزایش اعتماد و تعهد به شرکت و یا سازمان می‌‌شود که در نهایت رضایت مصرف‌‌کننده را بهدنبال دارد.

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