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.

کلیدواژه‌ها


عنوان مقاله [English]

A study on Investigating the Effects of Price, Quality and Social Value Brand on Online Shop (Case Study: Digikala Company)

نویسندگان [English]

  • Jacob Mahmodian 1
  • Masoumeh Ayeneh 2
  • Hayedeh Norizadeh 3
1 Assistant professor of Economy department of Payame Noor University, Tehran, Iran
2 Masters of Business Management (Marketing), Payame Noor University, Kermanshah, Iran
3 Masters of Business Management (Entrepreneur), Payame Noor University, Kermanshah, Iran.
چکیده [English]

This study aims to investigate the effect of perceived brand equity value and their consequence on online buy. The present study is descriptive-survey research. The statistical population includes all the customers who have bought from Dijikala website, a sample size of 383 customers are selected based on random stratified sampling. SPSS 22 is run for confirmatory factor analysis and Lisrel 8.80 used to conduct structural equation modeling to analyze the relationship between the research constructs. The results show that brand quality, brand price, social value and emotional value of brand have significant and positive effect on consumer hope. The resolts, also clearly showe significant and positive effect on consumer hope. On the other hand, goal achievement increases trust and commitment to the company, which ultimately leads to consumer satisfaction.

کلیدواژه‌ها [English]

  • brand equity value
  • consumer hope
  • online buy
  • consumer satisfaction
  • goal achievement
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