Zahra Bigdelou; Alireza Rousta; Farzad Asayesh
Volume 3, Issue 2 , September 2022, , Pages 213-237
Abstract
Purpose: This study aims to determine the effect of technology benefits and motivations for using e-commerce on customer experience and consumer information with the mediating role of pleasure and timely use.Methodology: The present study is applied research regarding the purpose and a descriptive survey ...
Read More
Purpose: This study aims to determine the effect of technology benefits and motivations for using e-commerce on customer experience and consumer information with the mediating role of pleasure and timely use.Methodology: The present study is applied research regarding the purpose and a descriptive survey regarding the implementation method. The statistical population of the study was all customers of Digi Kala Co. Due to the uncertainty of these customers, based on Cochran's formula at a level of 5% error, 384 people were selected as a sample. The sampling method was random sampling.Findings: The results showed that the usefulness of technology positively affects the user's sense of satisfaction. Technology has a positive effect on the timely use of the user. Motives for using e-commerce positively influence the user's sense of satisfaction. Motives for using e-commerce have a positive effect on the timely use of the user. The user's sense of satisfaction positively affects the customer experience. The user's sense of satisfaction has a positive effect on customer information. Timely use of the user has a positive effect on the customer experience. Timely use of the user has a positive effect on customer information. The usefulness of technology has a positive effect on the customer experience by mediating the user's sense of satisfaction. The usefulness of technology has a positive effect on the customer experience by mediating the timely use of the user. The usefulness of technology has a positive effect on customer information by mediating the user's sense of satisfaction. The usefulness of technology has a positive effect on customer information by mediating the timely use of the user. Motives for using e-commerce positively affect the customer experience by mediating the user's sense of satisfaction. Motives for using e-commerce have a positive effect on the customer experience by mediating the timely use of the user. Motives for using e-commerce positively affect customer information by mediating the user's sense of satisfaction. Motives for using e-commerce have a positive effect on customer information by mediating the timely use of the user.Originality/Value: This study investigates the relationship between the benefits of technology innovation and e-commerce using motivations with customer information and consumer experience with the mediating role of pleasure and timely use.
Aliakbar Shahri Mejarshin; Alireza Rousta; Abdullah Naami
Volume 2, Issue 1 , June 2021, , Pages 96-115
Abstract
Purpose: The primary purpose of this study is to investigate the factors affecting the actual or final purchase of Iranian goods by evaluating the mediation effect of purchase intention and the moderating role of Iranian product type. Methodology: This research is an applied goal in terms of a quantitative ...
Read More
Purpose: The primary purpose of this study is to investigate the factors affecting the actual or final purchase of Iranian goods by evaluating the mediation effect of purchase intention and the moderating role of Iranian product type. Methodology: This research is an applied goal in terms of a quantitative research approach and has a descriptive survey strategy. The statistical population of this study is all customers and consumers of Iranian clothing and home appliances in the East Azarbaijan province of Tabriz, of which 377 people were calculated and selected as a sample by G-Power software. The data collection tool is a questionnaire, and the structural equation model with Smart Pls software has been used to analyze the data. Findings: The results show that product knowledge, perceived quality, and perceived value positively and significantly affect the intention to buy Iranian goods. Also, the variables of product knowledge and perceived value positively and significantly affect the actual purchase of Iranian goods. Contrary to the research results, the perceived quality variable does not positively impact actual purchases substantially. The mediating role of the purchase intention variable was confirmed for the relationship between product knowledge and perceived value with the actual purchase. The product type variable only modulates the causal relationship between product knowledge and actual purchase. This section presents the study's main findings (usually with statistical significance). Originality/Value: This research provides accurate and precise information about consumers' attitudes toward Iranian goods. These results can be a roadmap for manufacturers to strengthen and improve the market share of Iranian goods by increasing the quality, providing knowledge about the performance of Iranian goods, and increasing confidence.
