نقش میانجی تجربۀ لذت‌بخش و رضایت الکترونیکی در رابطۀ بین کیفیت خدمات و قصد خرید مجدد آنلاین محصولات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، مرکز تحقیقات مراقبت‌های بالینی و ارتقای سلامت، واحد کرج، دانشگاه آزاد اسلامی، کرج ایران

2 کارشناسی ارشد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

3 استادیار گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران

چکیده

پژوهش حاضر از نظر هدف کاربردی و از لحاظ گردآوری داده ­ها توصیفی-همبستگی بود که به بررسی نقش میانجی تجربه لذت‌بخش و رضایت در رابطه بین کیفیت خدمات و قصد خرید مجدد الکترونیکی محصولات ورزشی پرداخت و به‌صورت میدانی اجرا شد. جامعة آماری پژوهش، خریداران محصولات ورزشی از وب‌سایت مجید بودند که اطلاعات آن‌ها در سیستم مدیریت ارتباط با مشتری این شرکت قرار داشت و پرسش‌نامه ­های تحقیق به‌صورت دردسترس بین آن‌ها توزیع شد (تعداد=635). حجم نمونه تحقیق با توجه هدف و با استفاده از نرم‌افزار آماری PASS در سطح خطای 05/0، در بازه 198 تا 216 نفر تعیین شد. برای تجزیه و تحلیل داده ­ها از تکنیک ­های آمار توصیفی و استنباطی و نرم‌افزارهای Smart PLS و SPSS استفاده شد. ابزارهای اندازه­گیری، پرسش‌نامه استاندارد کیفیت خدمات الکترونیکی پاراسورامون و همکاران (2005)، پرسش‌نامه رضایت الکترونیکی الیور (2007)، پرسش‌نامه قصد خرید مجدد الکترونیکی کرونین و همکاران (2000) و پرسش‌نامه تجربه لذت‌بخش الکترونیکی هسو و همکاران (2017) بود. در این تحقیق مشخص شد کیفیت خدمات الکترونیکی (01/0>P، 318/=0β)، تجربه لذت‌بخش الکترونیکی (01/0>P، 340/=0β) و رضایت الکترونیکی (05/0>P، 150/0=β) بر قصد خرید مجدد الکترونیکی محصولات ورزشی نقش دارند. ضریب بتای غیرمستقیم کیفیت خدمات بر قصد خرید مجدد نیز نشان می‌دهد رضایت و تجربه لذت‌بخش نقش میانجی در رابطه بین کیفیت خدمات و قصد خرید دارند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Mediating Role of Pleasurable Experience and E-Satisfaction in the Relationship Between E-Service Quality and Only Repurchase intention of Sports Products

نویسندگان [English]

  • Hossein Abdolmaleki 1
  • Ali Norouzi 2
  • Seyed Bahador Zakizadeh 3
  • Seyed Nemat Khalifeh 3
1 Assistant Prof. of sport management, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran.
2 Master of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran.
3 Assistant Prof. in Sports Management Department, Karaj Branch, Islamic Azad University, Karaj, Iran.
چکیده [English]

The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e-satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people.  Descriptive and inferential statistics techniques and Smart PLS and SPSS software were used for data analysis. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017).  The results showed that the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.

کلیدواژه‌ها [English]

  • Website Quality
  • E-Shopping
  • Customer
  • Customer Satisfaction
  • Intention to Repurchase

مراجع

  1. Abdollahi, M., zareian, H., gholami torkesaluye, S., boveiri shemi, R. (2021). impact of social media and the price image presented on them on the intention of customers to buy sportswear during the Corona pandemic. Sport Management Studies. doi: 10.22089/smrj.2021.9942.3290 (In Persian)
  2. Abdolmaleki, H. (2020). Modelling the role of Ergonomy and Sportscape on Service Experience of Clients of E-Sport Business with mediating of E- Word of mouth. Communication Management in Sport Media, 8(1), 71-82. doi: 10.30473/jsm.2020.52424.1405(In Persian)
  3. Abdolmaleki, H., Khodayari, A. (2021). Modelling the role of Physical and Subjective Factors on Re-Presence of Clients of E-Sport Business with mediating of E- Word of mouth. Communication Management in Sport Media, 8(3), 20-30. doi: 10.30473/jsm.2020.51428.1387(In Persian)
  4. Abdolmaleki, H., Mirzazadeh, Z. S., & Ghahfarokhhi, E. A. (2018). Identify and prioritise factors affecting sports consumer behaviour in Iran. International Journal of Sport Management and Marketing, 18(1-2), 42-62.
  5. Abdolmaleki, H., Soheili, B., Varmus, M., & Khodayari, A. (2020). Presenting a new mixed method for measuring service quality of health clubs. International Journal of Sport Management and Marketing, 20(5-6), 312-333.
  6. Abdolmaleki, H., Mirzazadeh, Z., & Alidoust Ghahfarokhhi, E. (2016). The role played by socio-cultural factors in sports consumer behavior. Annals of Applied Sport Science, 4(3), 17-25.
  7. Alexandris, K., Dimitriadis, N., & Kasiara, A. (2001). The behavioural consequences of perceived service quality: An exploratory study in the context of private fitness clubs in Greece. European Sport Management Quarterly, 1(4), 280-299.
  8. Anwar, S., & Gulzar, A (2011) Impact of perceived value on word-of-mouth endorsement and customer satisfaction: Mediating role of repurchase intentions. International Journal of Economics and Management Sciences, 1(5), 46-54.
  9. Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency Psychology & marketing, 20(2), 123-138.
  10. Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International journal of hospitality management, 27(3), 391-402.
  11. Bahreini, M., Abdolmaleki, H., noorbakhsh, P. (2021). Modeling the role of endorsement on brand loyalty of shooting athlete with mediating E- worth of mouth (case study: Walther Gun). Communication Management in Sport Media, doi: 10.30473/jsm.2020.52975.1418 (In Persian)
  12. Choi, K.-S., Cho, W.-H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 57(8), 913-921.
  13. Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
  14. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
  15. Domínguez-Quintero, A. M., González-Rodríguez, M. R., & Roldán, J. L. (2019). The role of authenticity, experience quality, emotions, and satisfaction in a cultural heritage destination. Journal of Heritage Tourism, 14(5-6), 491-505.
  16. Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalt. Information & Management, 43(1), 1-14.
  17. Gefen, D., Straub, D., & Boudreau, M.-C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(1), 7.
  18. Ghezelsefloo, H., & Chori, A. (2021). Developing a mixed marketing ethical model for online sports stores in the Corona period based on Brand-Consumer approach. Sport Management Studies, doi: 10.22089/smrj.2021.9652.3236 (In Persian)
  19. Gholizadeh, B., Talebpour, M., Kashtidar, M., & Abdolmaleki, H. (2018). Mouth advertising, an effective tool for loyalty of sport customers, case study: women’s health clubs in Mashhad. International Journal of Leisure and Tourism Marketing, 6(1), 51-64.
  20. Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616-632.
  21. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
  22. Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.
  23. Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). London: Sage Publications.
  24. Hajizadeh, A., & Asghari, M. (2011). Statistical methods and analysis looking at biomedical research methods. Tehran: Academic Jihad. (In Persian)
  25. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited.
  26. Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., …, & Calantone, R. J. (2014). Common beliefs and reality about partial least squares: Comments on Rönkkö & Evermann (2013). Organizational Research Methods, 17(2), 182-209.
  27. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.
  28. Hsu, C.-L., Chang, K.-C., Kuo, N.-T., & Cheng, Y.-S. (2017). The mediating effect of flow experience on social shopping behavior. Information Development, 33(3), 243-256.
  29. Hsu, C.-L., Wu, C.-C., & Chen, M.-C. (2013). An empirical analysis of the antecedents of e-satisfaction and e-loyalty: focusing on the role of flow and its antecedents. Information Systems and e-Business Management, 11(2), 287-
  30. Hur, Y., Ko, Y. J., & Valacich, J. (2007). Motivation and concerns for online sport consumption. Journal of Sport Management, 21(4), 521-539.
  31. Hur, Y., Ko, Y. J., & Valacich, J. (2011). A structural model of the relationships between sport website quality, e-satisfaction, and e-loyalty. Journal of Sport Management, 25(5), 458-473.
  32. Jackson, S. A., & Marsh, H. W. (1996). Development and validation of a scale to measure optimal experience: The Flow State Scale. Journal of Sport and Exercise Psychology, 18(1), 17-35.
  33. Kriemadis, T., Terzoudis, C., & Kartakoullis, (2010). Internet marketing in football clubs: A comparison between English and Greek websites. Soccer & Society, 11(3), 291-307.
  34. Lee, G.-G., & Lin, H.-F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
  35. Li, H., & Suomi, R. (2007). Evaluating electronic service quality: A transaction process based evaluation model. Proceedings of ECIME, 331-340.
  36. Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611.
  37. Lin, C. S., Wu, S., & Tsai, R. J. (2005). Integrating perceived playfulness into expectation-confirmation model for web portal context. Information & Management, 42(5), 683-693.
  38. Mahmoudabadi, M. Z., Razavi, S. M. J., & Abdolmaleki, H. (2019). A structural model for investigating the role of relationship marketing and brand equity in the development of the business performance of private sport clubs. International Journal of Sports Studies, 41, 40-53.
  39. Makkizadeh, F., Asemani, Z., & Golmohamadi, A. (2016). A survey of users view about the factors affecting the intention of using databases with emphasis on flow theory. Iranian Journal of Information Processing and Management, 31(3), 705-726. (In Persian)
  40. Mansouri, H., Modiri, M., & Izadi, B. (2018). The impact of personal sales indicators on the behavior of young consumers. Sport Management Studies, 10(49), 183-204. (In Persian)
  41. Mohammadi, S., Abdolmaleki, H., Khodadad Kashi, S., Bernal-García, A., & Gálvez-Ruiz, P. (2021). To buy or not to buy: how behavioral habits affect the repurchase intention of cobranded wearable fitness technology. Sustainability, 13(11), 6499.
  42. O'Cass, A., & Carlson, J. (2010). Examining the effects of website-induced flow in professional sporting team websites. Internet Research, 20(2), 115-134.
  43. Oliver, R. L. (1997). Satisfaction CA behavioral perspective on the consumer. New York: McGraw-Hill: England.
  44. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
  45. Parvin, N., Farahani, A., Parvin, N., & Ebrahim Hesari, S. (2017). Quality assessment website of the ministry of sport and youth using analytical hierarchy process. Communication Management in Sport Media, 4(4), 63-71. (In Persian)
  46. Qobadi Yeganeh, A., Yousefi, B., & Khazaei, A. (2014). The relationship between fandom, team identification & loyalty to sport team with virtual sport consummation. Sport Psychology Studies, 3(8), 48-33. (In Persian)
  47. Raman, M., Stephenaus, R., Alam, N., & Kuppusamy, M. (1970). Information technology in Malaysia: E-service quality and uptake of Internet banking. The Journal of Internet Banking and Commerce, 13(2), 1-18.
  48. Sanaei, A., Khoshkrodi, M., Ghazifard, A., & Naseirzadeh, M. A. (2012). Investigating the impact of electronic service quality on customer satisfaction and re-purpose (Case study: Mellat Bank Electronic Payment Company). Business Management, 12, 87-108. (In Persian)
  49. Santos, J. (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233-246.
  50. Shafiee, S., Rezaisofi, M., & Afrouzeh, H. (2016). The study of status and compare of website federation sports for all and compare it with other sports federations in Iran using standard SMS silberg RT and action for health. Communication Management in Sport Media, 3(3), 35-41. (In Persian)
  51. Shaver, J. M. (2005). Testing for mediating variables in management research: Concerns, implications, and alternative strategies, Journal of Management, (31), 330-353.
  52. Shonk, D. J., & Chelladurai, P. (2008). Service quality, satisfaction, and intent to return in event sport tourism. Journal of Sport Management, 22(5), 587-602.
  53. Wilkins, V. (2012). Understanding loyalty and motivation of professional sports fans. UNLV Theses, Dissertations, Professional Papers, and Capstones. 1367.
  54. Wu, S.-H., Tsai, C.-Y. D., & Hung, C.-C. (2012). Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. Journal of Sport Management, 26(2), 177-191.
  55. Yang, Z., & Fang, X. (2004). Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services. International Journal of Service Industry Management, 15(3), 302-326.
  56. Zakerian, A. (2016). Prioritization of the academic websites of Payame Noor University with determination of their position in the world. Communication Management in Sport Media, 3(4), 59-68. (In Persian)
  57. Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), 67-85.
  58. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.

 

مدیریت ارتباطات در رسانه های ورزشی
دوره 10، شماره 3 - شماره پیاپی 39
اردیبهشت 1402
صفحه 84-98

فایل ها

سابقه مقاله

  • تاریخ دریافت: 25 مهر 1400
  • تاریخ بازنگری: 10 دی 1400
  • تاریخ پذیرش: 14 بهمن 1400

هم رسانی

ارجاع به این مقاله

آمار