تأثیر ویژگی های وب سایت فروشگاههای مجازی بر ارزش ویژه برند فروشگاه (مورد مطالعه: دیجی‌کالا)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشگاه لرستان

2 دانشجوی مقطع دکتری مدیریت دانشگاه لرستان

چکیده

در یک فضای آنلاین، بهره گیری از دارایی های نامشهود مانند ارزش ویژه برند، یکی از راههای ایجاد و حفظ برتری می باشد. هدف پژوهش حاضر بررسی عوامل موثر بر ارزش ویژه برند است. روش پژوهش، توصیفی- پیمایشی است و جامعه آماری پژوهش افرادی اند که حداقل یک بار از این فروشگاه خرید کرده اند. روش نمونه گیری به کار رفته در این تحقیق، خوشه ای در دسترس بوده است که به این منظور شهر تهران به پنج خوشه شمال، جنوب، شرق، غرب و مرکز تقسیم و پرسشنامه تحقیق در دو خوشه میان اعضای جامعه آماری توزیع گردیده شده است. برای آزمون فرضیه‌ها از روش حداقل مربعات جزئی بهره گرفته شده است و 388 پرسشنامه صحیح مورد تحلیل قرار گرفت. یافته‌های مهم این تحقیق نشان داد که وفاداری، تداعی اعتماد و تداعی ارزش بر ارزش ویژه برند تأثیر مثبت دارند. همچنین تأثیر مثبت خدمات پشتیبانی مشتری بر آگاهی، وفاداری، تداعی اعتماد و تداعی ارزش تأیید گردید، اما تأثیر آگاهی بر تداعی اعتماد و ارزش ویژه برند را مورد تأیید قرار نگرفت. از نتایج به دست آمده، روشن می شود که کسب و کارهای مجازی فعال در کشورمان به منظور افزایش ارزش ویژه برند خود، می بایستی به منابعی که باعث ایجاد ارزش ویژه برند(آگاهی برند مشتریان، وفاداری مشتریان، تداعی ارزش از نظر مشتریان و تداعی اعتماد از نظر مشتریان) می شود، می بایستی توجه بیشتری نمایند، که به منظور افزایش این ابعاد، خدمات پشتیبانی، نحوه اجرا و عملکرد خود را بهبود ببخشند.

کلیدواژه‌ها


عنوان مقاله [English]

Effect of virtual store website features on store brand equity (Case Study: Digikala)

نویسندگان [English]

  • seyyed Najmodin Mousavi 1
  • abolfazl alizadeh 2
1 Assistant Professor, Department of Management, Lorestan University
2 phd management student, Lorestan university
چکیده [English]

In an online environment, the use of intangible assets such as brand equity, is one of the ways to create and maintain superiority. The purpose of the present study is to investigate the factors affecting the brand equity of Digikala as one of the online suppliers of goods. The research method is descriptive-survey and the statistical population of the study was people who bought at least one time from this store. The cluster sampling method used in this study. For this reason, Tehran was divided into five clusters of North, South, East, West, and Center, and a questionnaire was distributed in two clusters among the members of the statistical community. Partial Least Squares (SmartPlus) software was used to test the hypotheses. For this purpose, 388 valid questionnaires were analyzed. The findings of this research showed that loyalty, trust association and value association have a positive effect on brand equity. The positive impact of customer support services on awareness, loyalty, trust association, and value association were also confirmed, but the impact of awareness on trust association and value association was not confirmed. From the results, it becomes clear that virtual businesses in our country, in order to increase their brand equity, should be sources that create brand equity (brand awareness of customers, customer loyalty, customer value association, and associativity, Trust in terms of customers) should pay more attention. So to improving these dimensions, they should enhance their support services, their performance, and their functionality.

کلیدواژه‌ها [English]

  • "Online Brande Equity"
  • "Brand Awareness"
  • " Brand Loyalty"
  • ''Performance''
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