نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.

2 گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

هدف: پژوهش حاضر با هدف تعیین تأثیر سودمندی‌های نوآوری فناوری و انگیزه‌های استفاده از تجارت الکترونیکی بر تجربه مشتری و اطلاعات مصرف‌کننده با نقش میانجی احساس لذت و استفاده به‌موقع ‌انجام شد. پژوهش حاضر از حیث هدف از نوع پژوهش‌های کاربردی می‌باشد و از حیث روش توصیفی-پیمایشی می‌باشد.
روش‌شناسی پژوهش: جامعه آماری که بر روی آن مطالعه‌ شده است، همگی از مشتریان دیجی کالا بودند. ‌با اعتنا به مشخص نبودن این مشتریان، طبق فرمول کوکران با مقدار خطای %۵ تعداد ۳۸۴ نفر به‌عنوان نمونه انتخاب شدند. روش نمونه‌گیری، به‌صورت در دسترس بود.
یافتهها: نتایج نشان داد سودمندی نوآوری فناوری بر احساس لذت کاربر و استفاده به‌موقع کاربر تأثیر مثبت دارد. انگیزه‌های استفاده از تجارت الکترونیکی بر احساس لذت کاربر و استفاده به‌موقع کاربر تأثیر مثبت دارد. احساس لذت کاربر بر تجربه مشتری و اطلاعات مشتری تأثیر مثبت دارد. استفاده به‌موقع کاربر بر تجربه مشتری و اطلاعات مشتری تأثیر مثبت دارد. سودمندی نوآوری فناوری بر تجربه مشتری با نقش میانجی احساس لذت کاربر و استفاده به‌موقع کاربر تأثیر مثبت دارد. سودمندی نوآوری فناوری بر اطلاعات مشتری با نقش میانجی احساس لذت کاربر و استفاده به‌موقع کاربر تأثیر مثبت دارد. انگیزه‌های استفاده از تجارت الکترونیکی ‌بر تجربه مشتری با نقش میانجی احساس لذت کاربر و استفاده به‌موقع کاربر تأثیر مثبت دارد. انگیزه‌های استفاده از تجارت الکترونیکی بر اطلاعات مشتری با نقش میانجی احساس لذت کاربر و استفاده به‌موقع کاربر تأثیر مثبت دارد.
اصالت/ارزش افزوده علمی: این پژوهش به‌منظور بررسی ارتباط میان سودمندی‌های نوآوری فناوری و انگیزه‌های استفاده از تجارت الکترونیکی باتجربه مشتری و اطلاعات مصرف‌کننده با نقش میانجی احساس لذت و استفاده به‌موقع انجام گرفته است

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Innovative Technology Benefits and E-Commerce Using Motivations on Customer Experience and Customer Information

نویسندگان [English]

  • Zahra Bigdelou 1
  • Alireza Rousta 2
  • Farzad Asayesh 2

1 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

چکیده [English]

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.

کلیدواژه‌ها [English]

  • Innovative technology benefits
  • Customer information
  • E-commerce motivation
  • Customer experience
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