شناسايي و رتبه بندي عوامل موثر بر تصميم گيري خريد مصرف كنندگان لوازم خانگي در تجارت O2O

Identifying and ranking factors influencing the purchase decision of home appliance consumers in O2O business

در سال هاي اخير، با توجه به بازار رقابتي و ترويج افكار نوآورانه، شركت هاي خرده فروشي سنتي تقاضاي زيادي براي تبديل كسب و كار سنتي خود به كسب و كار آنلاين و اينترنتي دارند؛ همچنين نياز شركت‌هاي خرده‌فروشي اينترنتي براي گسترش كسب و كار خود به حالت آفلاين نيز بسيار بيشتر از قبل شده است. آنلاين به آفلاين (O2O ) به يك مدل تجارت الكترونيكي در حال رشد در سراسر جهان تبديل شده است، اما عوامل موثر بر تصميم گيري خريد مصرف كنندگان به خوبي بررسي نشده است. هدف پژوهش حاضر شناسايي و رتبه بندي عوامل موثر بر تصميم گيري خريد مصرف كنندگان لوازم خانگي در تجارت O2O مي باشدكه جهت دستيابي به اين هدف از فرآيند تحليل سلسله مراتبي فازي بهره گرفته شد. در اين پژوهش پس از مطالعه ادبيات موضوع، از طريق مصاحبه با خبرگان و پرسشنامه، زيرشاخص هاي مربوط به عوامل موثر بر تصميم گيري خريد مصرف كنندگان لوازم خانگي، شناسايي و به صورت زوجي مقايسه گرديد، در ادامه پس از ترسيم مدل پژوهش به كمك فرآيند تحليل سلسله مراتبي فازي وزن هاي هر شاخص و زير شاخص مربوطه محاسبه شد كه در نهايت نتيجه بر اهميت بالاي شاخص هاي مشخصات فروشنده، عوامل بيروني و ويژگي هاي مصرف كننده و زير شاخص هاي قيمت محصول، رقابت قيمت ، عوامل مرتبط با قيمت، قابليت اطمينان، مشخصات كالا و تبليغات دهان به دهان شد. نتايج حاصل از فرآيند تحليل سلسله مراتبي فازي در اين پژوهش، مديران و كارشناسان را در انتخاب استراتژي مناسب جهت جذب مشتري و گسترش بازار و محصول در تجارت O2O ياري مي نمايد.

Today, due to the competitive market and the promotion of innovative ideas, the demand and need of online retail sales to become an offline business has increased. Online-to-offline has become a growing e-commerce model worldwide, but the factors influencing consumer purchasing decisions have not been well studied. The purpose of the research is to identify and rank the factors influencing the purchase decision of consumers of household appliances in O2O business, and to achieve this goal, the process of fuzzy hierarchical analysis was used. In this research, through interviews with experts and a questionnaire, the sub-indices related to the factors affecting the purchase decision of home appliance consumers were identified and compared in pairs. Further, after drawing the research model with the help of the fuzzy hierarchical analysis process, the weights Each index and the relevant sub-index were calculated, and finally, the result was the high importance of the indicators of the seller s profile, external factors and consumer characteristics, and sub-indexes of product price, price competition, price-related factors, reliability, product specifications and word-of-mouth advertising. It was in the mouth: Today, due to the competitive market and the promotion of innovative ideas, the demand and need of online retail sales to become an offline business has increased. Online-to-offline has become a growing e-commerce model worldwide, but the factors influencing consumer purchasing decisions have not been well studied. The purpose of the research is to identify and rank the factors influencing the purchase decision of consumers of household appliances in O2O business, and to achieve this goal, the process of fuzzy hierarchical analysis was used. In this research, through interviews with experts and a questionnaire, the sub-indices related to the factors affecting the purchase decision of home appliance consumers were identified and compared in pairs. Further, after drawing the research model with the help of the fuzzy hierarchical analysis process, the weights Each index and the relevant sub-index were calculated, and finally, the result was the high importance of the indicators of the seller s profile, external factors and consumer characteristics, and sub-indexes of product price, price competition, price-related factors, reliability, product specifications and word-of-mouth advertising. It was in the mouth