نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت دولتی دانشگاه شهید بهشتی ، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی ایران، تهران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Nowadays, as official statistics show, due to the increasing use of the Internet, use of websites by consumers for online shopping is expanding. Most businesses are looking for ways to increase their competitive advantage, and one of these ways is to use internet and online businesses. In this research, by using a comprehensive model, it was investigated the theoretical gap in this field, and the effect of perceived benefits of price, convenience and product in the formation of attitude and willingness to do online shopping among the customers of Digi Kala website. In terms of purpose, this research is applied and implemented with a descriptive survey approach. Non-probabilistic sampling is available and 150 questionnaires were completed online. The reliability of the questionnaire was checked through Cronbach's alpha and CR index, and divergence and convergence methods were used to check validity. SPSS26 software was used in order to analyze descriptive statistics and hypothesis testing was analyzed using Smart PLS software. The results show that the factors of price, product, convenience and perceived benefits have a significant impact on the formation of attitudes towards online shopping.
کلیدواژهها [English]