تحلیل تجربۀ لذتبخش مشتری در خریدهای الکترونیکی بازاریابی کارآفرینانه | ||
| کاوشهای مدیریت بازرگانی | ||
| دوره 17، شماره 40، مرداد 1404، صفحه 85-104 اصل مقاله (573.54 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2025.23031.4549 | ||
| نویسندگان | ||
| نگار رضائی1؛ یوسف محمدی فر* 2؛ سیدفرهاد حسینی3؛ احسان خسروی4 | ||
| 1دانشآموخته کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران | ||
| 2دانشیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران | ||
| 3استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری جوانرود، دانشگاه رازی، کرمانشاه، ایران | ||
| 4استادیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران | ||
| چکیده | ||
| درک سیستمی و منسجم از عوامل اثرگذار برکنش رفتاری و ابعاد شناختی- عاطفی مشتریان در خریدهای الکترونیکی با شدت یافتن رقابت الکترونیکی کسبوکارهای کارآفرینانه، مزیتی توانمندساز است. لذا، پژوهش حاضر با بررسی و تقویت این مزیت، به ارائهی مدل درک سیستمی پرداخته است. رویکرد پژوهش، کیفی است و مطابق پژوهش فراترکیب با سبک سندلوسکی و باروسو به تحلیل عوامل مؤثر بر تجربه لذتبخش مشتری در خریدهای الکترونیکی بازاریابی کارآفرینانه میپردازد. جامعۀ مورد مطالعه شامل تمام مقالات نمایه شده در سالهای 2013 تا 2023 در پایگاههای دادۀ معتبر اسکوپوس و وب آف ساینس میباشد. از 369 مقاله شناساییشده، 24 مقاله با معیارهای انتخابی تطابق داشتهاند که در نهایت وارد فرآیند تجزیهوتحلیل شدند. مقدار ضریب کاپا کوهن در پژوهش حاضر برابر با 65/0 محاسبه گردید که نشاندهنده توافق خوب است؛ در واقع، پایایی مورد تائید قرار گرفت. بر اساس نتایج پژوهش، سه مضمون شامل ویژگیهای وبسایت، تلفیق متناسب عناصر تحت کنترل و مشتریمداری، شناسایی و کدگذاری گردید. بر اساس یافتهها، گرچه در مبادلات الکترونیکی کنترل برخی عوامل مانند تعاملات انسانی رودررو در فروش، کاهش مییابد اما تلفیق متناسب عناصر تحت کنترل و ویژگیهای وبسایت مبتنی بر یافتههای تجربی و علمی، برای بهبود تجربۀ لذتبخش مشتری پیشنهاد میگردد. | ||
| کلیدواژهها | ||
| عوامل مؤثر بر شکلگیری تجربه مشتری؛ تجربه مشتری؛ خرید الکترونیکی؛ توسعه کارآفرین؛ روش فراترکیب | ||
| عنوان مقاله [English] | ||
| Analyzing the delightful Ccustomer experience in e-Shopping entrepreneurial marketing | ||
| نویسندگان [English] | ||
| Negar Rezaei1؛ Yosef Mohamadifar2؛ Seyyed Farhad Hossaini3؛ Ehsan Khosravi4 | ||
| 1Master of Business Administration, Department of Management and Entrepreneurship, Faculty of Economics and Accounting, Razi University, Kermanshah, Iran | ||
| 2Assosiate Professor, Department of Management and Entrepreneurship, Faculty of Economics and Accounting, Razi University, Kermanshah, Iran | ||
| 3Assistant Professor, Department of Business Administration, Faculty of Management and Accounting, Javanroud, Razi University, Kermanshah, Iran | ||
| 4Assistant Professor, Department of Management and Entrepreneurship, Faculty of Economics and Accounting, Razi University, Kermanshah, Iran | ||
| چکیده [English] | ||
| Extended Abstract Introduction: Organizations seek to establish meaningful and lasting relationships with the customers based on the customer’s purchase experience, which plays an important role in consumer behavior. Customer experience is considered a vital resource in creating a competitive market advantage; building it in customers is the key to business superiority, leading to satisfied and loyal customers and distinguishing the company from its competitors. This is because 86 percent of consumers are willing to pay more for an enjoyable shopping experience. Therefore, it can be said that customer experience is one of the critical points in the business growth cycle. Moreover, since a significant number of public purchases are increasingly influenced by online environments, and online stores are continuously advancing and making the market highly competitive for all kinds of services, examining this issue is important and can be regarded as a foundation for business development. Therefore, considering the aforementioned points and the fact that utilizing diverse business services through technology platforms is becoming a norm and habit for customers, addressing this environment and examining customer experience is an unavoidable necessity. It is important to note that this issue cannot be resolved through training and commercial advertising alone; it requires a comprehensive understanding of the factors influencing it. According to the conducted reviews, it has been found that very few studies have been carried out in the field of understanding enjoyable customer experiences, especially in electronic purchases, and there is a scientific and theoretical gap in this area. Therefore, this research aims to bridge this gap as much as possible by reviewing previous studies and synthesizing their results. Methodology: The present study is applied in terms of purpose and qualitative in terms of purpose, and was conducted using the meta-synthesis research method and the Sandlowski-Baroso style. The goal of meta-synthesis is to integrate multiple studies to create new findings through interpretation and analysis of the concept (Mohammadifar and Khosravi, 2023). The purpose of using the metasynthesis method in this study is to integrate and examine the factors affecting the enjoyable customer experience in electronic purchases, with an entrepreneurial marketing approach from a systematic and comprehensive perspective. Considering the use of the metasynthesis method, the research findings are extracted in seven stages. The study population includes all scientific studies published in Scopus and Web of Science in the period from 2013 to 2023 in reputable scientific databases. Discussion and Results: study show that the enjoyable customer experience in electronic shopping, with an entrepreneurial marketing approach, is influenced by three factors: the appropriate integration of controllable elements, customer orientation, and website features. Web features with 20 references, document management with 13 references, and proper integration of controllable elements with 12 references were identified as having entrepreneurial characteristics for an enjoyable e-shopping experience. Among the website features, the elements of site security and trust were identified with 9 references, website user-friendliness with 7 references, and store environment visualization with 4 references, respectively. Customer orientation, the second dimension of influence on the enjoyable customer experience in e-shopping with entrepreneurial characteristics, includes factors such as customer communication with 9 references and personalization and customization with 4 references. The dimension of appropriate integration of controllable elements, with 12 references, was identified as the third and final theme, consisting of four concepts: product, price, distribution, and promotion, among which product had the highest number of references. Conclusion: This research was conducted to investigate the factors affecting the enjoyable experience of e-shopping with entrepreneurial characteristics using a meta-synthesis method. Enjoyable experience in e-shopping is one of the new research areas in the field of e-marketing. With the widespread use of the Internet and the online environment, many organizations can use entrepreneurial development to provide visitors with an enjoyable experience in e-shopping. E-shopping cannot offer the same variety of emotional stimuli as shopping. However, the results show that a pleasant customer experience in e-shopping with entrepreneurial features can lead to web page exploration and indirectly to unintended purchase intention. Therefore, a pleasant customer experience has practically provided the possibility of creating a competitive advantage for organizations. Therefore, by creating a pleasant experience for organizations, customers can become their fans. Creating this type of experience increases consumption, increases loyalty, reduces costs, increases revenue, etc. | ||
| کلیدواژهها [English] | ||
| Factors Affecting the Formation of Customer Experience, Customer Experience, E-Commerce, Entrepreneur Development, Meta-Synthesis Method | ||
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آمار تعداد مشاهده مقاله: 296 تعداد دریافت فایل اصل مقاله: 164 |
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