تبیین ویژگیهای کلامی و بصری سکوهای فروشگاههای برخط بر اساس تجربه زیسته مشتریان | ||
| کاوشهای مدیریت بازرگانی | ||
| دوره 15، شماره 33، آذر 1402، صفحه 230-262 اصل مقاله (745.61 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2023.19529.4264 | ||
| نویسندگان | ||
| بابک رشیدی آشتیانی1؛ سیدحمید خدادادحسینی* 2؛ بیت اله اکبری مقدم3 | ||
| 1گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران | ||
| 2گروه مدیریت بازرگانی، دانشگاه تربیت مدرس، تهران، ایران | ||
| 3گروه اقتصاد، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران | ||
| چکیده | ||
| هدف پژوهش، تبیین ویژگیهای کلامی و بصری سکوهای فروشگاههای برخط بر اساس تجربه زیسته مشتریان است. این پژوهش، با رویکرد کیفی و روش پدیدارشناسی و مصاحبه نیمهساختاریافته انجام شد و همزمان سه بستر وبسایت، اپ موبایل و اینستاگرام مورد بررسی قرار گرفت. جامعه هدف تحقیق، مشتریان فروشگاههای برخط به تعداد 15 نفر بود که به روش نمونهگیری هدفمند انتخاب شدند و برای تجزیه و تحلیل دادهها از روش پدیدارشناسی کلایزی و از نرمافزار «مکس کیو دی اِی» استفاده شد. یافتهها در دو مقولۀ اصلی ویژگیهای کلامی سکو (شامل مولفههای فرعی: اطلاعات، راحتی جستجوی اطلاعات، پاسخگویی و تضمین، اطلاعرسانی سکو، سهولت سفارش و خرید و ارتباطات اجتماعی) و ویژگیهای بصری سکو (شامل مولفههای فرعی: آگاهی از محصول و کالاپردازی سکو) ارائه شد. با استناد به نتایج پژوهش، خردهفروشان برخط میتوانند از ویژگیهای کلامی و بصری که در این پژوهش شناسایی شد، با هدف جذب مشتریان بیشتر و افزایش فروش برای بهبود سکوهایشان استفاده کنند. | ||
| کلیدواژهها | ||
| ویژگی کلامی؛ ویژگی بصری؛ پدیدارشناسی؛ تجربۀ زیستۀ مشتری | ||
| عنوان مقاله [English] | ||
| The study of verbal and visual characteristics in the platforms of online stores based on customers’ lived experience | ||
| نویسندگان [English] | ||
| Babak Rashidi Ashtiani1؛ Seyyed Hamid Khodadad Hosseini2؛ Beytollah Akbari Moghaddam3 | ||
| 1Business Management Dept., Qazvin Branch, Islamic Azad University, Qazvin, Iran | ||
| 2Business Management Dept., Tarbiat Modares University, Tehran, Iran | ||
| 3Economic Dept., Qazvin Branch, Islamic Azad University, Qazvin, Iran | ||
| چکیده [English] | ||
| Introduction: Creating effective online customer experiences through well-designed product web pages is critical to success in online retailing. How such web pages should look specifically, however, remains unclear (Bleier et al., 2018). Unlike traditional retail, customers evaluate products online not through physical interaction but through verbal and visual stimuli (design elements) on product web pages (Lemon & Verhoef, 2016). Kovikaite et al. (2009) stated that the detailed evaluation of verbal and visual package elements and their impacts on consumer’s purchase decision, taking into consideration involvement level, time pressure or individual characteristics of consumers, is necessary in order to implement efficient packaging decisions. Also, Blair et al. (2018) focused on product web pages, but a design perspective could also improve the understanding of other domains in which verbal and visual stimuli build customer experiences, such as mobile apps. Previous research has examined only a few design factors individually, with a quantitative method and only in the web environment. It has hardly examined the various dimensions of customer experience based on the verbal and visual characteristics of online store platforms. Elaborating on the importance of online store platforms such as website, Instagram and mobile application, in online selling products, this research will investigate the verbal and visual characteristics that play a pivotal role in the design of online store platforms and product introduction based on the lived experience of customers who buy online from stores. Methodology: Phenomenology is a form of qualitative research that focuses on the study of an individual’s lived experiences in his daily life and his social interaction with other people. In this research, the phenomenology method has been chosen to answer the research questions that are about the conventional experiences and behaviors in people's daily life. The participants were selected from the customers of online store platforms (Websites, Instagram, and Mobile applications) who have made their online purchases during the time of this research. It was important that they have the required knowledge in this field; therefore, valid results could be extracted. The sampling method was non-probable purposive. In terms of gender, 60% of the participants were female, and 40% were male. The theoretical saturation was achieved after 15 semi-structured interviews. Collazzi method was used for the data analysis by the aid of the Max QDA software. Results and discussion: In this research, the online experience of the customers and the verbal and visual characteristics of the online platforms (Websites, Instagram and Mobile applications) were identified. The findings show that online shopping experience includes a number of themes. They are product experience, privacy and security, return and exchange, delivery experience and being user friendly for the customer. The verbal characteristics of the platform include the themes of information, the ease of searching for information, responsiveness and guarantee, the platform announcing, the ease of ordering and purchasing and social communication. The themes of the visual characteristics of the platform include related extra information about product and visual product introducing in platform. Conclusion: Previous research has generally dealt with the topic of verbal and visual characteristics but no study has investigated verbal and visual characteristics with a phenomenological method. The careful and accurate investigation of the verbal and visual characteristics of the online platform, based on customers’ lived experiences, adds novelty to this research and enriches the literature in the field. In this research, the main and secondary themes of the verbal and visual characteristics of online store platforms (Website, Instagram, and Mobile applications) in product introduction were determined through the lived experience of customers, which can be used for the marketers and designers of online store platforms to increase both the purchase intentions and uncertainty of customers. With the practical suggestions provided in this research, platform designers have better understanding of the strengths and weaknesses of the visual and verbal factors of their platforms and can increase the desirability of the platforms. These suggestions are divided into three categories of features. Verbal and visual characteristics and suggestions were presented to increase the desired customer experience. There are some limitations in this research. The results of the research cannot be generalized to physical stores, and one must be careful in generalizing them to all type of online store. This research was only conducted on the verbal and visual characteristics of online store platforms and did not investigate which platform creates a better experience. The variables of customer purchase history and age are not controlled, nor is the number of visits by customers from different platforms (Websites, Instagram and Mobile applications). For further research, this study can be replicated among Y & Z Generations separately. There can also be a study of which platforms are most influential in creating a favorable customer experience. In addition, the history of purchasing can be controlled for each participant. | ||
| کلیدواژهها [English] | ||
| Verbal and visual characteristics of platforms, Online stores, Customers’ lived experience, Phenomenology | ||
| مراجع | ||
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Almarashdeh, I. (2018). An Overview of Technology Evolution: Investigating the Factors Influencing Non-Bitcoins Users To Adopt Bitcoins As Online Payment Transaction Method. Journal of Theoretica and Applied Information Technology, 96(13). Almarashdeh, I., Jaradat, G. Abuhamdah, A. Alsmadi, M., Alazzam, M. B Alkhasawneh, R. and Awawdeh, I. (2019). The Difference Between Shopping Online Using Mobile Apps and Website Shopping: A Case Study of Service Convenience, International Journal of Computer Information Systems and Industrial Management Applications. ISSN 2150-7988, 11 151-160. | ||
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آمار تعداد مشاهده مقاله: 548 تعداد دریافت فایل اصل مقاله: 315 |
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