خريدهاي اينترنتي و ارزش مصرف‌كنندگان

Online Shopping sand Consumers Values

تحقيق حاضر با هدف مطالعه عوامل مؤثر بر خريد اينترنتي مصرف­ كننده با توجه به اثر ارزش­هاي مصرف­ كننده و با روش تحقيق پيمايشي به بررسي جامعه آماري افرادي كه حداقل يكبار خريد اينترنتي داشته­ اند، پرداخته است. براي تجزيه و تحليل داده ­هاي جمع ­آوري شده، از بررسي روابط علت و معلولي بر مبناي روش مدلسازي معادلات ساختاري و براي بررسي روابط متغير تعديل ­گر از حداقل مجذورات جزئي استفاده شده است. نتايج نشان مي‌دهد كه نوجويي مصرف­ كننده، امنيت، حريم خصوصي بر نيت خريد مجدد اينترنتي تأثير مثبت دارند. همچنان بنا بر يافته­ هاي تحقيق، ارزش­هاي مصرف­ كننده اثر تعديل­ گري بر متغيرها و نيت خريد مجدد اينترنتي نداشت. در پايان پيشنهاداتي بر مبناي يافته ­هاي تحقيق براي فروشندگان اينترنتي و كساني كه تمايل به انجام خريد و فروش اينترنتي دارند، ارائه شده است.

Online shopping and internet retail are two major categories of e-commerce. According to the rapid and extensive growth of digital online tool such as smart phone sand tablets, and the easy getting in the virtual word, online buying and selling and internet retail have created attractive opportunity for entrepreneurship. Statistics show that in the first three months of 2014 more than 5.8 percent of retail is done via the internet in America. Moreover the growth of online retail has been 16 times more than the retail traditional. However, companies in our country are still faced with the lack of significant interest of this style of purchase. Therefore it is necessary to identify factors influence on consumer’s online shopping. This research aimed to study of factors effect on online shopping according to consumer values with survey research method and descriptive-causal type investigates population, who has at least once purchased online. The collected data have been analyzed by structural equation modeling techniques so we could have tested causal relationship between research variables according to outputs of high usage software called LISREL, and partial least squares method for investigation moderation variables, are used. The results show that consumer innovativeness, perceived risk, security, privacy and utility have a positive and significant effect on internet repurchase intention. Also, According to the research findings, consumer values don’t affecting on variables and Internet repurchase intentions.