الگوی شناسایی عوامل مؤثر بر فرآیند شکل گیری وفاداری مشتریان فروشگاههای الکترونیکی

نوع مقاله: مقاله پژوهشی

10.22111/jmr.2011.641

چکیده

وفاداری الکترونیکی به حمایت ثابت و پایدار مشتریان الکترونیکی اشاره داشته و سعی در پرداختن به موضوع وفاداری در محیط­های الکترونیکی دارد. این واژه نتیجه ترکیب دو حوزه فناوری اطلاعات در فضای اینترنت و مفهوم وفاداری در مباحث رفتاری است که مطالعه آن مستلـزم تـوجه همزمان به هر دو حـوزه می­بـاشد. هدف این تحقیق ارائه مدلی کاربردی در جهت شناسایی عوامل تأثیرگـذار بر فرآیند شکل­گیری وفاداری الکترونیکی مشتریان فروشگاههای الکترونیکی می باشد که در این الگو فرآیند وفاداری الکترونیکی به سه فاز شناخت، اثرگذاری و عمل تقسیم شده است. در این پژوهش که به صورت پیمایشی و با استفاده از پرسشنامه بر روی نمونه­ای به حجم276 نفر برگرفته از جامعه آماری شامل مشتریان فروشگاههای الکترونیکی فعال در زمینه کسب و کار رایانه و ملزومات آن انجام شده است، مدل تحقیق مورد برازش قرار گرفته و پس از برازش مدل پژوهش با استفاده از نرم­افزار لیزرل، بررسی سوالهای پژوهش در دستور کار قرار گرفت و در نهایت عوامل رضایت الکترونیکی، اعتماد الکترونیکی و کیفیت فروشگاههای الکترونیکی به عنوان شاخص­های تأثیرگذار بر وفاداری الکترونیکی شناسایی گردیدند.

کلیدواژه‌ها


عنوان مقاله [English]

Pattern of Identifying Factors Affecting Formation Process of Customer Loyalty in Electronic Stores

چکیده [English]

E-loyalty refers to stable support of e-tail customers and trying to address the issue of loyalty in the electronic environment. This term, e-loyalty combines two areas of information technology in the Internet and the concept of loyalty in behavioral issues and addressing this expression requires attention simultaneously to both of those areas. The purpose of this study is to provide a useful model to identify factors influencing the formation of customer loyalty in the electronic stores. The model is presented by considering the theoretical principles of research and the view of professors and experts in customer relationship management (CRM) and the e-loyalty process is split to three phases by this model. The survey research has been done by using a questionnaire on a sample size of 276 and the population includes customers of e-tails in the computer business. Finally the research model was fitted by LISREL software and questions of research were examined then e-satisfaction, e-trust and e-tail quality were identified as indicators of e-loyalty.

کلیدواژه‌ها [English]

  • E-loyalty
  • E-satisfaction
  • E-trust
  • E-tail quality

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