نوع مقاله : مقاله پژوهشی
نویسندگان
1 استاد یارگروه مدیریت، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، ایران
2 کارشناسی ارشد مدیریت اجرایی، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، ایران
چکیده
امروزه به همراه رشد رسانه‌های اجتماعی، باقی ماندن در عرصه‌ی رقابت کسب‌وکارهای الکترونیکی، نیازمند تلاش برای حفظ مشتریان است. پس توجه به وفاداری الکترونیکی مشتریان در این محیط بسیار مهم است. اخیراً خریداران کالاهای ورزشی نیز از بستر اینترنت برای خریدهای خود استفاده می‌کنند. به دلیل اینکه این رسانه‌ها قابلیت مقایسه کالاها و توجه به نظرات کاربران را محیا می‌سازند. هدف از این تحقیق بررسی تأثیر تبلیغات شفاهی الکترونیک بر وفاداری الکترونیکی مشتریان به‌واسطه‌ی هویت سازی فردی و اجتماعی با وب‌سایت است. جامعه آماری پژوهش را مشتریان الکترونیکی کالاهای ورزشی که تجربه خرید از وب سایت های دی جی کالا و بامیلو را دارند تشکیل می دهند. گردآوری و تحلیل داده ها از طریق 455 پرسشنامه انجام شد. بررسی روابط میان متغیرها از طریق مدل‌سازی معادلات ساختاری و با کمک نرم‌افزار AMOS صورت گرفت. نتایج نشان داد که بازاریابی شفاهی الکترونیک بر هویت‌سازی فردی، هویت‌سازی اجتماعی و وفاداری الکترونیکی تأثیر مثبت دارد. از طرفی نقش میانجی هویت‌سازی فردی و اجتماعی در رابطه بین بازاریابی شفاهی الکترونیک و وفاداری الکترونیک تائید شد.
کلیدواژه‌ها
عنوان مقاله [English]
The role of Electronic word of mouth on e-Loyalty of sports goods (Case of: Digi Kala and Bamilo website )
نویسندگان [English]
- Ghasem Eslami 1
- Farshad Ghaderi 2
1 Assistant Professor, Department of Management, Faculty of Economics and Administrative Sciences,
2 M.A. in Executive Management, Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Iran
چکیده [English]
Today's with the growth of social media, staying competitive in e-businesses requires the effort to retain customers. So paying attention to customer e-loyalty in this environment is very important. Recently, sporting goods shoppers are also using social media for their purchases because they provide the ability to compare products and get feedback from users. The purpose of this research is Investigating Effect of Electronic word of mouth on Customer e-Loyalty with the mediator role of Personal and social midia Identification with Internet media. The statistical population of the study consists of electronic customers of sports goods who have experience shopping from digi Kala and Bamilo websites.The data were collected through 455 questionnaires of electronic consumers of sporting goods. The relationships between variables were studied through structural equation modeling using AMOS software. The results showed that Electronic word of mouth had a positive effect on Personal Site Identification, social Site Identification and e-loyalty. On the other hand, the mediating role of Personal and social Identification in the relationship between Electronic word of mouth and electronic loyalty was confirmed.
کلیدواژه‌ها [English]
- Electronic word of mouth
- e-Loyalty Personal media Identification
- social media Identification
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