شناسايي و رتبه بندي عوامل نگرشي مرتبط با آموزش تجارت الكترونيكي در خريد (مطالعه موردي:دانشجويان واحد الكترونيك دانشگاه خوارزمي)

Identifying and Ranking Attitudinal Factors Related to E-commerce Education in Purchasing (Case study: Students of Kharazmi University e-branch

پژوهش حاضر با هدف شناسايي و رتبه بندي عوامل نگرشي مرتبط با آموزش تجارت الكترونيكي در خريد انجام شد. روش روش پژوهش ازنظر هدف كاربردي و ازنظر شيوه گردآوري اطلاعات، توصيفي - پيمايشي بود. جامعه آماري تحقيق تمامي دانشجويان واحد الكترونيك دانشگاه خوارزمي بودند. در اين پژوهش از بين دانشجويان واحد الكترونيك دانشگاه خوارزمي به شيوه خوشه اي در دسترس نمونه گيري به عمل آمد. ابزار گردآوري داده ها، پرسشنامه AHP بود كه پايايي آن با استفاده از نرخ ناسازگاري IR=0/02 كه كمتر از 0/1 بود تاييد شد. براي تحليل داده ها از تكنيك AHP و نرم افزارهاي اكسپرت چويس و اكسل استفاده شد. نتيجه گيري با توجه به يافته هاي پژوهش استفاده از آموزش تجارت الكترونيك در خريد در يك كشور به طرز قابل توجهي به سطح آمادگي فني، شامل عواملي نظير سطح نفوذ فناوري، هزينه وسايل دسترسي، هزينه و كيفيت دسترسي به اينترنت بستگي دارد.

The aim of this study was to identify and rank the attitudinal factors related to e-commerce education in shopping. Methodology: The research method was applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the study consisted of all students in the electronic department of Kharazmi University. In this study, sampling was done among the students of Kharazmi University electronic department in an available cluster method. Data collection tool was AHP questionnaire whose reliability was confirmed using an incompatibility rate of IR = 0.02 which was less than 0.1. AHP technique and Expert Choice and Excel software were used to analyze the data. Results: According to the experts' answers and the results of hierarchical analysis: quality of electronic services with a weight of 0.095 in the first priority and mental norms with a weight of 0.089 in the second priority and perceived usefulness with a weight of 0.082 in the third priority Perceived risk with a weight of 0.075 in the fourth priority, Innovation with a weight of 0.017 in the fifth priority, Technology facilitation conditions with a weight of 0.070 in the sixth priority, Online shopping attitude with a weight of 0.066 in the priority Seventh, motivation to buy with a weight of 0.063 in the eighth priority, past effects of shopping on consumer behavior with a weight of 0.060 in the ninth priority, product quality with a weight of 0.057 in the tenth priority, ease of use perceived with a weight of 0.051 in the eleventh priority, comparative advantage with a weight of 0.050 in the twelfth priority, ease of access to resources with a weight of 0.048 in the thirteenth priority and perceived value with a weight of 0.047 in the fourteenth priority, product compatibility with behavior Consumer purchases with a weight of 0.046 in the 15th priority and trust with a weight of 0.029 in the 16th priority Identify and rank the attitudinal factors related to e-commerce education (Case study: Students of Kharazmi University Electronic Unit) were included in the purchase. Conclusion: According to the research findings, the use of e-commerce training in shopping in a country significantly depends on the level of technical readiness, including factors such as the level of technological penetration, the cost of means of access, the cost and quality of Internet access.