نگاهی پدیدارشناختی به تمایل زنان به استفاده از خرید آنلاین

نوع مقاله: مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، واحد قزوین ،دانشگاه آزاد اسلامی ، قزوین ، ایران

2 دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، گروه مدیریت بازرگانی، تهران، ایران

3 گروه مدیریت خدمات بهداشتی درمان ، دانشکده بهداشت،،دانشگاه علوم پزشکی بقیه الله تهران ، ایران

چکیده

خرید آنلاین یکی از شیوه‌های جدید خرید است که مزایای بی‌شماری دارد. در این راستا با توجه به جایگاه زنان به‌عنوان بازیگران اصلی تصمیم‌گیر خرید در خانواده، هدف پژوهش حاضر، شناسائی عوامل مؤثر بر تمایل زنان به استفاده از خرید آنلاین است. پژوهش حاضر، مطالعه‌ای کیّفی از نوع پدیدارشناسی است. داده‌های میدانی با استفاده تکنیک مصاحبۀ عمیق و معیار اشباع نظری در بین 15نفر از زنان تهرانی که تجربۀ خرید آنلاین داشته‌اند، گردآوری شده‌است. مصاحبه‌های صورت گرفته ضبط و پس از پیاده‌سازی مرحلة تحلیل با استفاده از روش کلایزی و نرم افزار MAXQDA10 انجام شد. براساس تحلیل داده‌ها هفت مضمون اصلی امکانات و تسهیلات، سازگاری و پذیرش اجتماعی، پیشبردهای فروش، ویژگی‌های مشتری، ادراک از سیستم خرید آنلاین، ویژگی‌های وب و محصول و کامیابی در خرید از مصاحبه‌ها استخراج شد. نتایج به‌دست آمده بر لزوم اتخاذ تدابیری به‌منظور افزایش منافع زنان از خرید آنلاین و از طرفی کاهش ریسک ادراک شده به وسیله اعتماد‌سازی تأکید دارد؛ به‌علاوه فروشگاه‌های آنلاین ضروریست با استفاده از تکنیک‌های برای زنان کامیابی در خرید آنلاین ایجاد کنند.

کلیدواژه‌ها


عنوان مقاله [English]

A Phenomenological Approach toward Women' s Tendency to Online Shopping

نویسندگان [English]

  • Esmaeil shokri 1
  • Kambiz Heydarzadeh Hanzaei 2
  • rouhollah zaboli 3
1 Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 Associate Professor, Islamic Azad University- Science and Research Branch, Tehran, Iran
3 Baqiyatallah University of Medical Sciences, Faculty of Health, Tehran, Iran
چکیده [English]

One of the new shopping techniques that has many advantages is online shopping. In this regard, considering the position of women as the main actors of the process of decision making for purchasing goods in the family, this study intend to identify the factors affecting women's intention to use online shopping.The present study is a qualitative study of phenomenological type. Field data was collected using deep interview technique and theoretical saturation standard among 15 women from Tehran who have had online shopping experience. Interviews were recorded and after implementation of the analysis stages, were analyzed using Collaizz method and MAXQDA10 software.Based on the data analysis, seven main themes of facilities and equipment, social adaptation and acceptance, sales leads, customer characteristics, perception of the online shopping system, web and product features, and success to buying were extracted from interviews. The results point to the need to take measures to increase the interests of women to online shopping and to reduce perceived risk by trust building. In addition, online stores need to create techniques for winning successful online shopping.

کلیدواژه‌ها [English]

  • Online Shopping
  • Women
  • Phenomenology Approach

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