نقش پلتفرم‌های مشارکتی توزیع مجدد آنلاین خرید کالاهای دست دوم بر وفاداری برند (مورد مطالعه پلتفرم دیوار و شیپور در ایران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت، واحد تهران شمال، دانشگاه آزاد اسلامی، شمال، تهران، ایران.

2 استادیار، گروه اقتصاد بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

هدف این پژوهش، بررسی نقش پلتفرم‌های مشارکتی توزیع مجدد آنلاین خرید کالاهای دست دوم بر وفاداری برند (مورد مطالعه پلتفرم دیوار و شیپور در ایران) می‌باشد. پژوهش حاضر از حیث هدف از نوع تحقیقات توسعه‌ای و کاربردی و از نظر روش پژوهش، از دسته پژوهش‌های توصیفی- همبستگی و مبتنی بر مدل‌سازی معادلات ساختاری است. جامعه آماری پژوهش حاضر فروشندگان کالاهای دست دوم در پلتفرم‌های دیوار و شیپور می‌باشند و با توجه به تعداد زیاد جامعه تعداد 5 هزار نفر به عنوان جامعه پژوهش در نظر گرفته شد. براساس جدول مورگان تعداد 357 نفر به روش نمونه‌گیری تصادفی ساده به عنوان حجم نمونه پژوهش انتخاب شدند. ابزار گردآوری داده‌ها در پژوهش حاضر پرسشنامه آبس و همکاران (2020) می باشد. یافته‎های پژوهش نشان داد که نیات وفاداری نسبت به پلتفرم (دیوار و شیپور) تأثیر مثبتی بر نیات وفاداری نسبت به برند دارد و رضایت از تجربه خدمات پلتفرم (دیوار و شیپور) تأثیر مثبتی بر نیات وفاداری پلتفرم دارد و مؤلفه‎های سهولت استفاده، سودمندی درک شده،  جنبه سرگرمی، حس تعلق اجتماعی به یک جامعه، اعتبار فروشنده و شناخت شخص ثالث پلتفرم (دیوار و شیپور)، تأثیر مستقیم و مثبت بر نیات وفاداری به برند دارد. 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Role of Participatory Online Redistribution Platforms to Buy Second-Hand Goods on Brand Loyalty (Case Study of Divar and Sheypoor Platforms in Iran)

نویسندگان [English]

  • Ayeh Mirzaee Azandariani 1
  • Kiumars Arya 2
1 Master Student of Business Management, Department of Management, North Tehran Branch, Islamic Azad University, North, Tehran, Iran.
2 Assistant Professor, Department of Commercial Economics, Roodehen Branch, Islamic Azad University, Tehran, Iran.
چکیده [English]

This study investigates the role of participatory online redistribution platforms for the purchase of second-hand goods on brand loyalty (the case of the divar and Sheypoor platforms in Iran). The purpose of this research is developmental and applied research and in terms of research method, it is descriptive-correlational research based on structural equation modeling. The statistical population of the present study was the sellers of second-hand goods on Divar and Sheypoor platforms, and due to the numerous population, 5,000 people were considered as the research population. The research was selected. The collection tool in the present study is the Abs et al. (2020) questionnaire. Findings showed that loyalty intentions to the platform (Divar and Sheypoor) have a positive effect on brand loyalty intentions and satisfaction with the experience of platform services (Divar and Sheypoor) has a positive effect on platform loyalty intentions and ease of use components perceived usefulness, entertainment aspect, sense of social belonging to a community, vendor credibility and third-party platform recognition (Divar and Sheypoor), have a direct and positive effect on brand loyalty intentions.      

کلیدواژه‌ها [English]

  • Collaborative Online Redistribution Platforms
  • Second-Hand Goods
  • brand loyalty
  • Uustomer Satisfaction
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