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عوامل موثر بر سلامت محوری خرید اینترنتی مشتریان در دوران کرونا | ||
مدیریت بهداشت و درمان | ||
دوره 12، شماره 1 - شماره پیاپی 39، خرداد 1400، صفحه 37-52 اصل مقاله (1.27 M) | ||
نوع مقاله: مقاله پژوهشی | ||
نویسندگان | ||
مجتبی نصیری1؛ حسین وظیفه دوست 2؛ محمد علی نسیمی3؛ حسین دیده خانی4 | ||
1دانشجوی دکتری گروه مدیریت بازرگانی، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران | ||
2استاد، گروه مدیریت، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران | ||
3استادیار، گروه مدیریت بازرگانی، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران | ||
4استادیار، گروه مهندسی صنایع، واحد علی آبادکتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران | ||
چکیده | ||
مقدمه: بحران کرونا چالش عظیمی را بر کسب و کارها تحمیل کرده است، از سوی دیگر به سازمانها این فرصتهایی را میبخشد تا مدلهای جدید تجاری را شناسایی کنند و در این بحران به بقای خود ادامه دهند. این پژوهش با هدف عوامل موثر بر سلامت محوری خرید اینترنتی مشتریان در دوران کرونا با بکارگیری تکنیک فراترکیب و روش بهترین - بدترین انجام شد. روش پژوهش: پژوهش حاضر از نظر هدف از نوع پژوهشهای توسعهای است. جامعه آماری در بخش کیفی تعداد 126 مقاله مستند بود که در نهایت به 33 مقاله مرتبط با موضوع انتخاب شد و در بخش کمی نیز 5 فروشگاه اینترنتی منتخب که با روش نمونه گیری در دسترس10 نفر به عنوان خبره انتخاب شدند. دادهها با استفاده از هفت گام باروسو و ساندلوسکی در فراترکیب و روش بهترین- بدترین در بخش کمی با استفاده نرم افزارهای مکس کیودا، اس پی اس اس و لینگو تحلیل شد. یافتهها: عوامل موثر بر خرید اینترنتی در 5 مقوله (ویژگیهای وب سایت، ویژگیهای مشتریان، عوامل محیطی، ادراکات مشتریان، مزیت های خرید اینترنتی) و در16 کد محوری و 81 کد باز معرفی شدند و اولویتبندی آنها به ترتیب (ویژگیهای وب سایت 0/427، ویژگیهای مشتریان 0/321، عوامل محیطی 0/129، مزیتهای خرید اینترنتی 0/08 و ادراکات مشتریان 0/042) ارائه شد. نتیجهگیری: مدیران کسب و کارها با به کارگیری عوامل موثر بر خرید اینترنتی با اولویت سلامت محوری مشتریان در دوران کرونا به عنوان یک اقدام مهم میتوانند بر نگرش و ذهنیت مشتریان تاثیر گذاشته و به منظور اقدامی پیشگیرانه، سلامتی آنها را تضمین نمایند. | ||
کلیدواژهها | ||
خرید اینترنتی؛ سلامت محوری؛ فروشگاه های اینترنتی؛ دوران کرونا؛ فراترکیب | ||
مراجع | ||
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آمار تعداد مشاهده مقاله: 969 تعداد دریافت فایل اصل مقاله: 544 |