سامانه مدیریت نشریات علمی دانشگاه یزد

حاجی حیدری, نسترن, هزاوه حصار مسکن, بابک, اشکانی, مهدی. (1399). تاثیر شهرت و کیفیت سایت بر احساسات مشتریان، قصد خرید و ریسک ادراک شده (مورد مطالعه: سایت شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران). کاوش‌نامه زبان و ادبیات فارسی, 12(23), 445-471. doi: 10.22034/bar.2021.2539
نسترن حاجی حیدری; بابک هزاوه حصار مسکن; مهدی اشکانی. "تاثیر شهرت و کیفیت سایت بر احساسات مشتریان، قصد خرید و ریسک ادراک شده (مورد مطالعه: سایت شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران)". کاوش‌نامه زبان و ادبیات فارسی, 12, 23, 1399, 445-471. doi: 10.22034/bar.2021.2539
حاجی حیدری, نسترن, هزاوه حصار مسکن, بابک, اشکانی, مهدی. (1399). 'تاثیر شهرت و کیفیت سایت بر احساسات مشتریان، قصد خرید و ریسک ادراک شده (مورد مطالعه: سایت شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران)', کاوش‌نامه زبان و ادبیات فارسی, 12(23), pp. 445-471. doi: 10.22034/bar.2021.2539
حاجی حیدری, نسترن, هزاوه حصار مسکن, بابک, اشکانی, مهدی. تاثیر شهرت و کیفیت سایت بر احساسات مشتریان، قصد خرید و ریسک ادراک شده (مورد مطالعه: سایت شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران). کاوش‌نامه زبان و ادبیات فارسی, 1399; 12(23): 445-471. doi: 10.22034/bar.2021.2539

تاثیر شهرت و کیفیت سایت بر احساسات مشتریان، قصد خرید و ریسک ادراک شده (مورد مطالعه: سایت شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران)

کاوش‌های مدیریت بازرگانی
دوره 12، شماره 23، شهریور 1399، صفحه 445-471    اصل مقاله (852.63 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22034/bar.2021.2539
نویسندگان
نسترن حاجی حیدری1؛ بابک هزاوه حصار مسکن* 2؛ مهدی اشکانی* 3
1دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2دانشجوی دکتری گروه مدیریت صنعتی و فناوری، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران
3دانش‌آموخته دکتری، گروه مدیریت صنعتی و فناوری، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران
چکیده
استفاده از اینترنت و خریدهای اینترنتی در سال‌های اخیر و مخصوصاً بعد از همه­گیری کرونا رشد روزافزنی داشته است. با آنکه مطالعات زیادی در خصوص عوامل موفقیت خرده‌فروشان آنلاین انجام شده است ولی اندکی از آن‌ها به عوامل مؤثر بر فروش اینترنتی خدمات پرداخته است. از طرفی کیفیت ‌سایت با آن که مهم است، تنها بخشی از معیارهای ارزشیابی ارائه‌دهنده خدمات آنلاین را نشان می‌دهد. سایر ویژگی‌های سایت‌های فروش آنلاین می‌تواند نقش‌ مهم و تاثیر‌گذاری بر پاسخ مشتری و قصد خرید وی ایفا کند. این پژوهش با بهره‌گیری از مدل محرک- ارگانیسم – پاسخ، عوامل تاثیر گذار بر قصد خرید خدمات مشتری از سایت‌های شرکت‌های ارائه دهنده خدمات اینترنت پرسرعت در ایران را مورد بررسی قرار می‌دهد. برای تحلیل داده‌ها از مدلسازی معادله ساختاری (SEM) استفاده شده­است. یافته‌ها بر این اساس است که امنیت و محرمانگی دارای تأثیر مثبت و معنادار بر شهرت هستند. همچنین طراحی وب سایت و خدمات مشتری تأثیر مثبت و معنادار بر احساسات مثبت مشتری دارند. به علاوه مشخص شد امنیت و محرمانگی بر ریسک ادارک‌شده و احساسات مثبت نیز بر قصد خرید تأثیر مثبت و معناداری دارد. در نهایت، یافته­ها نسان می­دهد که ریسک ادارک‌شده بر احساسات منفی مشتریان نسبت به شرکت تأثیر مثبت و معناداری دارد.
کلیدواژه‌ها
رفتار مشتری؛ مدل محرک- ارگانیسم - پاسخ؛ کیفیت سایت؛ ریسک ادراک شده؛ قصد خرید
عنوان مقاله [English]
Effect of awareness and website quality on customer’s emotion, purchase intention and perceived risk (case study: website of high speed internet service providers in Iran)
نویسندگان [English]
Nastaran Hajiheydari1؛ Babak Hazaveh Hasar Maskan2؛ Mahdi Ashkani3
1Associate Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
2Ph.D. Candidate, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran
3Ph.D. Graduate, Department of Industrial and Technology Management, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran
چکیده [English]
Internet use and online shopping have grown exponentially in recent years, especially since the COVID Pandemic. Although many studies have been conducted on the success factors of online retailers, few of them have addressed the factors affecting the online sales of services. On the other hand, the website quality, while important, it only shows a factor of evaluating online service provider. Other features of online sales sites can play an important role in influencing customer response and purchase intention. This study, using the stimulus-organism-response model, examines the factors affecting the customer purchase intention to buy services from the sites of high-speed Internet services provider companies in Iran. Structural equation modeling (SEM) was used to analyze the data. The findings are based on the fact that Security/Privacy have a positive and significant effect on reputation. Also, website design and customer service have a positive and significant effect on customer positive emotions. In addition, it was found that Security/Privacy have a positive and significant effect on perceived risk and positive emotions have a positive and significant effect on purchase intention. Finally, perceived risk has a positive and significant effect on negative emotions.
کلیدواژه‌ها [English]
Customer Behavior, Stimuli-organism-response (S-O-R) Model, Website Quality, Perceived Risk, Purchase Intention
مراجع
  1. Abbaspour, B., Abtin, A., Abnavi, A. J., & Mirzaee, A. A. (2018). Effect of Website Quality, Customer Emotion and Electronic Customer Satisfaction on Electronic Loyalty of Customer in Trip Reservation Websites. National Academy of Managerial Staff of Culture and Arts Herald (1).
  2. Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851-858.
  3. Andrade, E. B., Kaltcheva, V., & Weitz, B. (2002). Self-disclosure on the web: The impact of privacy policy, reward, and company reputation. ACR North American Advances.
  4. Badwan, J. J., Al Shobaki, M. J., Abu-Naser, S. S., & Abu Amuna, Y. M. (2017). Adopting technology for customer relationship management in higher educational institutions.
  5. Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206.
  6. Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International journal of hospitality management, 27(3), 391-402.
  7. Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of retailing, 68(4), 445.
  8. Belver-Delgado, T., San-Martín, S., & Hernández-Maestro, R. M. (2020). The influence of website quality and star rating signals on booking intention: analyzing the moderating effect of variety seeking. Spanish Journal of Marketing-ESIC.
  9. Benlian, A. (2015). Web personalization cues and their differential effects on user assessments of website value. Journal of management information systems, 32(1), 225-260.
  10. Carlson, J. R., & Kukar-Kinney, M. (2018). Investigating discounting of discounts in an online context: The mediating effect of discount credibility and moderating effect of online daily deal promotions. Journal of Retailing and Consumer Services, 41, 153-160.
  11. Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262.
  12. Chen, H. F., & Chen, S. H. (2019, January). How website quality, service quality, perceived risk and customer satisfaction affects repurchase intension? a case of Taobao online shopping. In Proceedings of the 10th International Conference on E-Education, E-Business, E-Management and E-Learning (pp. 326-328).
  13. Choi, J., Lee, H. J., & Kim, Y. C. (2011). The influence of social presence on customer intention to reuse online recommender systems: The roles of personalization and product type. International Journal of Electronic Commerce, 16(1), 129-154.
  14. Clement, J. (2019). E-commerce worldwide-Statistics & Facts. Statista. Recuperado el, 5.
  15. Delgosha, M. S., & Hajiheydari, N. (2020). On-demand service platforms pro/anti adoption cognition: Examining the context-specific reasons. Journal of Business Research, 121, 180-194.
  16. Dodd, M. D., & Supa, D. W. (2011). Understanding the effect of corporate social responsibility on consumer purchase intention. Public Relations Journal, 5(3), 1-19.
  17. Dowling, G.R. and Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research. 21(1), 119-34.
  18. Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management, 15(3), 599-622.
  19. Fang, J., Zhao, Z., Wen, C., & Wang, R. (2017). Design and performance attributes driving mobile travel application engagement. International Journal of Information Management, 37(4), 269-283.
  20. Fatahi, Y., & Moosavi Bideleh, S. S. (2018). Investigating the Effect of Website Quality on Trader's Responses in E-Financial Services of Stock Brokerage. International Journal of Web Research, 1(2), 27-33.
  21. Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75.
  22. Friedrich, T. (2016). On the factors influencing consumers’ adoption of social commerce–a review of the empirical literature. Pacific Asia Journal of the Association for Information Systems, 8(4), 2.
  23. Fu, S., Yan, Q., & Feng, G. C. (2018). Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context. International Journal of Information Management, 40, 88-102.
  24. Hasanov, J., & Khalid, H. (2015). The impact of website quality on online purchase intention of organic food in Malaysia: A WebQual model approach. Procedia Computer Science, 72, 382-389.
  25. Hawkins, D., Best, R. J., & Coney, K. A. (2009). Consumer behavior. McGraw-Hill Publishing.
  26. Herrando, C., Jiménez-Martínez, J., & Hoyos, M. D. (2019). Social commerce users''optimal experience: stimuli, response and culture (No. ART-2019-123439).
  27. Hsiao, C. H., & Tang, K. Y. (2021). Who captures whom–Pokémon or tourists? A perspective of the Stimulus-Organism-Response model. International Journal of Information Management, 102312.
  28. Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10(4), 549-570.
  29. Hu, M., Zhang, M., & Luo, N. (2016). Understanding participation on video sharing communities: The role of self-construal and community interactivity. Computers in Human Behavior, 62, 105-115.
  30. Islam, J. U., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96-109.
  31. Jang, S. S., Ha, J., & Park, K. (2012). Effects of ethnic authenticity: Investigating Korean restaurant customers in the US. International Journal of Hospitality Management, 31(3), 990-1003.
  32. Jeong, M., Oh, H., & Gregoire, M. (2003). Conceptualizing web site quality and its consequences in the lodging industry. International Journal of Hospitality Management, 22(2), 161-175.
  33. Jin, B., Park, J. and Kim, J. (2009). Joint influence of online store attributes and offline operations on performance of multichannel retailers. Behaviour & Information Technology. 29(1), 85-96.
  34. Jin, H., Lin, Z., & McLeay, F. (2020). Negative emotions, positive actions: Food safety and consumer intentions to purchase ethical food in China. Food Quality and Preference, 85, 103981.
  35. Jin, H., Lin, Z., & McLeay, F. (2020). Negative emotions, positive actions: Food safety and consumer intentions to purchase ethical food in China. Food Quality and Preference, 85, 103981.
  36. Kemp, S. (2019). Digital 2019: Global internet use accelerates [webpage]. HTTP:< https://wearesocial. com/blog/2019/01/digital-2019-global-internet-use-accelerates.
  37. Khorsand Delche, A., Jalalpour, S. (2020). The effect of websites reputation and quality on sentiment, perceived risk and the intention of online customers shopping (case-study: Digi Kala website). Jounal of Marketing Management, 15(46), 33-52.
  38. Kim, J. H., Song, H., & Youn, H. (2020). The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image. International Journal of Hospitality Management, 85, 102354.
  39. Kim, J. H., Youn, H., & Rao, Y. (2017). Customer responses to food-related attributes in ethnic restaurants. International Journal of Hospitality Management, 61, 129-139.
  40. Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing.
  41. Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
  42. Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International journal of hospitality management, 28(1), 144-156.
  43. Kuan, H. H., Bock, G. W., & Vathanophas, V. (2005, January). Comparing the effects of usability on customer conversion and retention at e-commerce websites. In Proceedings of the 38th annual Hawaii international conference on system sciences (pp. 174a-174a). IEEE.
  44. Lee, A. Y., & Sternthal, B. (1999). The effects of positive mood on memory. Journal of consumer research, 26(2), 115-127.
  45. Lee, T. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016, May). Online sellers’ website quality influencing online buyers’ purchase intention. In IOP Conference Series: Materials Science and Engineering (Vol. 131, No. 1, p. 012014). IOP Publishing.
  46. Lind, E. A., & Van den Bos, K. (2002). When fairness works: Toward a general theory of uncertainty management. Research in organizational behavior, 24, 181-223.
  47. Lorenzo-Romero, C., Alarcón-del-Amo, M. D. C., & Gómez-Borja, M. Á. (2016). Analyzing the user behavior toward electronic commerce stimuli. Frontiers in behavioral neuroscience, 10, 224.
  48. Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.
  49. Luo, H., Han, X., & Yu, Y. (2016, June). The impact of website quality on user loyalty through perceived value and commitment. In 2016 13th International Conference on Service Systems and Service Management (ICSSSM) (pp. 1-5). IEEE.
  50. Lwin, M.O. and Williams, J.D. (2006). Promises, promises: how consumers respond to warranties in internet retailing. Journal of Consumer Affairs. 40(2), 236-60.
  51. Malaquias, R. F., & Hwang, Y. (2016). An empirical study on trust in mobile banking: A developing country perspective. Computers in human behavior, 54, 453-461.
  52. Masukujjaman, M., Alam, S. S., Siwar, C., & Halim, S. A. (2021). Purchase intention of renewable energy technology in rural areas in Bangladesh: Empirical evidence. Renewable Energy, 170, 639-651.
  53. Mehrabian, A. and Russell, J.A. (1974). An Approach to Environmental Psychology. MIT Press, Cambridge, MA.
  54. Meloy, M. G. (2000). Mood-driven distortion of product information. Journal of Consumer Research, 27(3), 345-359.
  55. Park, S., & Tussyadiah, I. P. (2017). Multidimensional facets of perceived risk in mobile travel booking. Journal of Travel Research, 56(7), 854-867.
  56. Pelaez, A., Chen, C. W., & Chen, Y. X. (2019). Effects of perceived risk on intention to purchase: A meta-analysis. Journal of Computer Information Systems, 59(1), 73-84.
  57. Pelaez, A., Chen, C. W., & Chen, Y. X. (2019). Effects of perceived risk on intention to purchase: A meta-analysis. Journal of Computer Information Systems, 59(1), 73-84.
  58. Pérez-Villarreal, H. H., Martínez-Ruiz, M. P., & Izquierdo-Yusta, A. (2019). Testing model of purchase intention for fast food in mexico: How do consumers react to food values, positive anticipated emotions, attitude toward the brand, and attitude toward eating hamburgers?. Foods, 8(9), 369.
  59. Pham, Q. T., Tran, X. P., Misra, S., Maskeliūnas, R., & Damaševičius, R. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability, 10(1), 156.
  60. Purohit, D. and Srivastava, J. (2001). Effect of manufacturer reputation, retailer reputation, and product warranty on  consumer  judgments  of  product  quality:  a  cue  diagnosticity framework. Journal of Consumer Psychology. 10(3), 123-34.
  61. Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363.
  62. Regner, T., & Riener, G. (2017). Privacy is precious: On the attempt to lift anonymity on the internet to increase revenue. Journal of Economics & Management Strategy, 26(2), 318-336.
  63. Sahoo, N., Dellarocas, C., & Srinivasan, S. (2018). The impact of online product reviews on product returns. Information Systems Research, 29(3), 723-738.
  64. Seo, S. S., Kim, K., & Nurhidayati, V. A. (2020). Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan. British Food Journal.
  65. Singh, S., & Srivastava, S. (2018). Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective. Cogent Arts & Humanities, 5(1), 1495043.
  66. Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience☆. Electronic Commerce Research and Applications, 27, 23-38.
  67. Sultan, P., Wong, H. Y., & Azam, M. S. (2021). How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model. Journal of Cleaner Production, 127807.
  68. Tarhini, A., Alalwan, A. A., Al-Qirim, N., & Algharabat, R. (2018). An analysis of the factors influencing the adoption of online shopping. International Journal of Technology Diffusion, 9(3), 68–87.
  69. Van den Poel, D. and Leunis, J. (1995). The impact of price, branding and money-back guarantee on store   Proceedings of the 8th International Conference on Research in the Distributive Trades, Universita` Bocconi, Milan, Italy, B4:21-9.
  70. Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287-299.
  71. Verhoef, P. C. (2005). Explaining purchases of organic meat by Dutch consumers. European Review of Agricultural Economics, 32(2), 245-267.
  72. Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. Journal of retailing, 74(4), 515-539.
  73. Wang, J. C., & Chang, C. H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research and Applications, 12(5), 337-346.
  74. Wee, C. S., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ismail, K., & Ishak, N. (2014). Consumers perception, purchase intention and actual purchase behavior of organic food products. Review of Integrative Business and Economics Research, 3(2), 378.
  75. Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS quarterly, 373-396.
  76. Wilkie, W.L. (1994). Consumer Behavior. Wiley Publishing
  77. Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research.
  78. Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border E-Commerce sustainability. Sustainability, 11(10), 2777.
  79. Xu, L., & Wu, L. (2010). Food safety and consumer willingness to pay for certified traceable food in China. Journal of the Science of Food and Agriculture, 90(8), 1368-1373.
  80. Yoon, S. J. (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of interactive marketing, 16(2), 47-63.
  81. Zahid, M. M., Ali, B., Ahmad, M. S., Thurasamy, R., & Amin, N. (2018). Factors affecting purchase intention and social media publicity of green products: The mediating role of concern for consequences. Corporate Social Responsibility and Environmental Management, 25(3), 225-236.
  82. Zhang, H., Lu, Y., Wang, B., & Wu, S. (2015). The impacts of technological environments and co-creation experiences on customer participation. Information & Management, 52(4), 468-482.
  83. Zhou, T., & Zhang, S. (2009, May). Examining the effect of e-commerce website quality on user satisfaction. In 2009 Second International Symposium on Electronic Commerce and Security (Vol. 1, pp. 418-421). IEEE.
  84. Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (SOR) framework. Aslib Journal of Information Management.
آمار
تعداد مشاهده مقاله: 567
تعداد دریافت فایل اصل مقاله: 300