Explaining the Cognitive Factors Affecting the Repetition of E-Shopping in E-Commerce (Case Study: DigiKala Online Store)
سال انتشار: 1400
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 324
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شناسه ملی سند علمی:
CMRMEA01_024
تاریخ نمایه سازی: 24 مرداد 1400
چکیده مقاله:
The purpose of this study was to explain the cognitive factors affecting the repetition of e-shopping in e-commerce. Therefore, considering the online store of DigiKala, this issue has been studied. In this study, using ladder theories (cognitive factors) and decision theory based on emotions (effective factors), the factors affecting the repetition of e-shopping have been investigated. For this purpose, the users of DigiKala website were selected as the research community. Using the infinite population sampling formula, the sample size was ۳۸۳ people. The tool used in this research is a questionnaire. After data collection, data were analyzed using SPSS-PLS software. Path analysis methods and structural equations were used to test the research hypotheses. According to the results, the variables of motivation, pleasure, product quality and service quality have a significant effect on repetition of purchases directly and also with the mediating role of perceived value. The perceived risk variable had neither a direct nor an indirect effect on the repetition of the purchase.
کلیدواژه ها:
cognitive factors (ladder theory) ، effective factors (emotion-decision theory) ، e-shopping repetition
نویسندگان
Mohammad Hesam Jahanmiri
Assistant Professor, Faculty Member, Department of Management, Islamic Azad University, Zarghan Branch, Iran
Zahra Zarafshan
PhD Candidate Faculty of Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran
Moslem Mahmodi Sabooki
PhD Candidate Faculty of Management, Yasouj Branch, Islamic Azad University, Yasouj, Iran