بررسی استراتژیهای بازاریابی و اطمینان مصرفکننده به قصد خرید با تمرکز به نقش ریسکهای ادراک شده در محیطهای اینترنتی (مورد مطالعه: فروشگاه اینترنتی اسنپ مارکت)
محورهای موضوعی : مدیریت استراتژیک
مصطفی زندی نسب
1
,
سید محمدباقر جعفری
2
*
,
مهدی فرمانی
3
1 - دانشکده مدیریت دانشگاه تهران
2 - پردیس فارابی
3 - پردیس فارابی دانشگاه تهران
کلید واژه: رفتار برنامهریزی شده, ریسک ادراک شده, اطمینان مصرفکننده, اسنپ مارکت,
چکیده مقاله :
علیرغم رشد سریع خرید اینترنتی، ادبیات موضوع در رابطه با روابط بین ریسک ادراک شده، اثرات بازاریابی و اثر آن-ها روی اطمینان مصرفکننده به فروشگاههای اینترنتی غنی نیست. بنابراین هدف از انجام این پژوهش بررسی استراتژیهای بازاریابی و اطمینان مصرفکننده به قصد خرید با تمرکز به نقش ریسکهای ادراک شده در محیطهای اینترنتی میباشد. پژوهش حاضر از نظر هدف، کاربردی است و از نظر روش، توصیفی میباشد. در این پژوهش برای جمعآوری اطلاعات از دو روش کتابخانهای و میدانی استفاده شده است. ابزار اصلي جهت گردآوري دادهها، پرسشنامه بوده است. جامعه آماری پژوهش شامل کلیه کاربران و مشتریان فروشگاه اینترنتی اسنپ مارکت بودهاند که در خرداد ماه 1398 از خدمات این فروشگاه اینترنتی استفاده کردهاند و با روش نمونهگیری در دسترس 384 نفر به عنوان حجم نمونه انتخاب شدهاند. تجزیه و تحلیل دادهها با تکنیک مدلسازی معادلات ساختاری و با استفاده از نرمافزار LISREL و SPSS انجام شده است. نتایج پژوهش نشان میدهد استراتژیهای بازاریابی بر روی ریسکهای قیمت محصول، کیفیت محصول و ایمنی وب سایت اثر منفی دارند و ریسکهای قیمت محصول، کیفیت محصول و ایمنی وب سایت بر روی اطمینان مصرفکننده اثر منفی دارند، همچنین اطمینان مصرفکننده بر روی قصد خرید اثر مثبتی دارد.
Despite of the rapid growth of online shopping, the literature on the relationship between perceived risk, marketing impact and their influence on consumers' trust in online shopping is not rich. Therefore, the purpose of this research is to examine marketing strategies and consumers' trust in order to focus on the role of perceived risks in internet environment. The present research is applied in terms of purpose and it is descriptive in terms of method. In this research library and field method have been used to collect information. The main tool for collecting data was a questionnaire. The statistical population of the study consisted of all users and customers of the Snapp Market online store that used the services of this online shop in May, 2019. As sample size, 384 people were selected by sampling method. Data analysis was done by structural equation modeling technique using LISREL and SPSS software. The research results show that marketing strategies have a negative impact on product price, product quality, and website safety risks and those risks have negative impact on consumers' trust, also consumers' trust has a positive impact on their intention in purchasing.
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