شناسايي و رتبه بندی عوامل موثر بر تجربه كاربر از سیستم‌های پیشنهاددهنده در محیط‌های آنلاين (مورد مطالعه: ديجي كالا)
محورهای موضوعی : مدیریت فناوری اطلاعات
مهدی فرمانی
1
,
محمد غفاری
2
*
,
حسین معینی
3
,
مصطفی زندی نسب
4
1 - پردیس فارابی دانشگاه تهران
2 - پردیس فارابی دانشگاه تهران
3 - استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه حضرت معصومه (س)، قم، ایران
4 - پردیس فارابی دانشگاه تهران
کلید واژه: تجربه کاربر سیستم پیشنهاددهنده دیجی کالا,
چکیده مقاله :
پژوهش حاضر به دنبال شناسایی و رتبه‌بندی عوامل موثر بر تجربه کاربر از سیستم‌های پیشنهاددهنده در محیط‌های آنلاين می‌باشد. این پژوهش از نظر هدف کاربردی و از نظر گردآوری اطلاعات توصیفی و از نوع پیمایشی می‌باشد. جامعه آماری پژوهش کلیه کاربران فروشگاه اينترنتی ديجی کالا بوده‌اند که در فروردین و اردیبهشت ماه 1397 از خدمات اين فروشگاه اينترنتی استفاده کرده‌اند. برای تعیین حجم نمونه آماری از الگوی کومر و لی استفاده و تعداد نمونه 500 تایی تعیین شد که 458 مورد پرسشنامه تکمیل شده دریافت شد. جهت انتخاب اعضای نمونه آماری از روش نمونه‌گیری در دسترس استفاده شد و جمع‌آوری داده‌ها با استفاده از دو روش کتابخانه‌ای برای مرور ادبیات پژوهش و روش میدانی برای توزیع و جمع‌آوری پرسشنامه انجام گرفت. روایی پرسشنامه توسط خبرگان سنجیده شد و پایایی آن به وسیله آلفای کرونباخ مورد تایید قرار گرفت. تحلیل داده‌ها با روش تحلیل عاملی اکتشافی از طریق نرم‌افزار SPSS صورت گرفت. یافته‌های پژوهش حاضر نشان داد تجربه کاربر شامل سیزده بعد می باشد. برای بررسی ابعاد، از آزمون تی تک نمونه‌ای استفاده شد. بنابراین بررسی این ابعاد نشان داد که همه ابعاد در وضعیت مناسبی قرار دارند. برای رتبه‌بندی ابعاد از آنتروپی شانون استفاده گردید.
this research is going to identify and rank the factors influencing on user experience from proposing systems in online environment. This research is functional in terms of its purpose, and it is a descriptive one in terms of information gathering. The statistical population of the study was all users of DJ's internet store, who have used the services of this store in April and May of 2018. To determine the sample size, the Kumer and Lee patterns were used, the sample size was 500 and 458 of the samples in questionnaries were completed and obtained. Sampling method was used to select the members of the statistical sample and the data were collected by using both library method for reviewing the literature and the field method for distribution and collection of questionnaries. Validity of the questionnaries was measured by experts and reliability was confirmed by cronbach's alpha. Data analysis was done by exploratory factor analysis using spss software. The findings of this study showed that user experience includes 13 dimensions. To test the dimensions, a one sample T test was used. Therefore studying these dimensions showed that all dimensions are in good condition. Shannon Entropy was used to rank dimensions.
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