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عبدالملکی, حسین, نوروزی, علی, زکی زاده, سید بهادر, خلیفه, سید نعمت. (1402). نقش میانجی تجربۀ لذت‌بخش و رضایت الکترونیکی در رابطۀ بین کیفیت خدمات و قصد خرید مجدد آنلاین محصولات ورزشی. فصلنامه علمی زیست فناوری گیاهان زراعی, 10(3), 84-98. doi: 10.30473/jsm.2022.61295.1575
حسین عبدالملکی; علی نوروزی; سید بهادر زکی زاده; سید نعمت خلیفه. "نقش میانجی تجربۀ لذت‌بخش و رضایت الکترونیکی در رابطۀ بین کیفیت خدمات و قصد خرید مجدد آنلاین محصولات ورزشی". فصلنامه علمی زیست فناوری گیاهان زراعی, 10, 3, 1402, 84-98. doi: 10.30473/jsm.2022.61295.1575
عبدالملکی, حسین, نوروزی, علی, زکی زاده, سید بهادر, خلیفه, سید نعمت. (1402). 'نقش میانجی تجربۀ لذت‌بخش و رضایت الکترونیکی در رابطۀ بین کیفیت خدمات و قصد خرید مجدد آنلاین محصولات ورزشی', فصلنامه علمی زیست فناوری گیاهان زراعی, 10(3), pp. 84-98. doi: 10.30473/jsm.2022.61295.1575
عبدالملکی, حسین, نوروزی, علی, زکی زاده, سید بهادر, خلیفه, سید نعمت. نقش میانجی تجربۀ لذت‌بخش و رضایت الکترونیکی در رابطۀ بین کیفیت خدمات و قصد خرید مجدد آنلاین محصولات ورزشی. فصلنامه علمی زیست فناوری گیاهان زراعی, 1402; 10(3): 84-98. doi: 10.30473/jsm.2022.61295.1575

نقش میانجی تجربۀ لذت‌بخش و رضایت الکترونیکی در رابطۀ بین کیفیت خدمات و قصد خرید مجدد آنلاین محصولات ورزشی

مدیریت ارتباطات در رسانه های ورزشی
مقاله 20، دوره 10، شماره 3 - شماره پیاپی 39، اردیبهشت 1402، صفحه 84-98    اصل مقاله (658.51 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.30473/jsm.2022.61295.1575
نویسندگان
حسین عبدالملکی* 1؛ علی نوروزی2؛ سید بهادر زکی زاده3؛ سید نعمت خلیفه3
1استادیار مدیریت ورزشی، مرکز تحقیقات مراقبت‌های بالینی و ارتقای سلامت، واحد کرج، دانشگاه آزاد اسلامی، کرج ایران
2کارشناسی ارشد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
3استادیار گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
چکیده
پژوهش حاضر از نظر هدف کاربردی و از لحاظ گردآوری داده ­ها توصیفی-همبستگی بود که به بررسی نقش میانجی تجربه لذت‌بخش و رضایت در رابطه بین کیفیت خدمات و قصد خرید مجدد الکترونیکی محصولات ورزشی پرداخت و به‌صورت میدانی اجرا شد. جامعة آماری پژوهش، خریداران محصولات ورزشی از وب‌سایت مجید بودند که اطلاعات آن‌ها در سیستم مدیریت ارتباط با مشتری این شرکت قرار داشت و پرسش‌نامه ­های تحقیق به‌صورت دردسترس بین آن‌ها توزیع شد (تعداد=635). حجم نمونه تحقیق با توجه هدف و با استفاده از نرم‌افزار آماری PASS در سطح خطای 05/0، در بازه 198 تا 216 نفر تعیین شد. برای تجزیه و تحلیل داده ­ها از تکنیک ­های آمار توصیفی و استنباطی و نرم‌افزارهای Smart PLS و SPSS استفاده شد. ابزارهای اندازه­گیری، پرسش‌نامه استاندارد کیفیت خدمات الکترونیکی پاراسورامون و همکاران (2005)، پرسش‌نامه رضایت الکترونیکی الیور (2007)، پرسش‌نامه قصد خرید مجدد الکترونیکی کرونین و همکاران (2000) و پرسش‌نامه تجربه لذت‌بخش الکترونیکی هسو و همکاران (2017) بود. در این تحقیق مشخص شد کیفیت خدمات الکترونیکی (01/0>P، 318/=0β)، تجربه لذت‌بخش الکترونیکی (01/0>P، 340/=0β) و رضایت الکترونیکی (05/0>P، 150/0=β) بر قصد خرید مجدد الکترونیکی محصولات ورزشی نقش دارند. ضریب بتای غیرمستقیم کیفیت خدمات بر قصد خرید مجدد نیز نشان می‌دهد رضایت و تجربه لذت‌بخش نقش میانجی در رابطه بین کیفیت خدمات و قصد خرید دارند.
کلیدواژه‌ها
کیفیت وب‌سایت؛ خرید الکترونیکی؛ مشتری؛ رضایت مشتری؛ قصد خرید مجدد
عنوان مقاله [English]
The Mediating Role of Pleasurable Experience and E-Satisfaction in the Relationship Between E-Service Quality and Only Repurchase intention of Sports Products
نویسندگان [English]
Hossein Abdolmaleki1؛ Ali Norouzi2؛ Seyed Bahador Zakizadeh3؛ Seyed Nemat Khalifeh3
1Assistant Prof. of sport management, Clinical Care and Health Promotion Research Center, Karaj branch, Islamic Azad University, Karaj, Iran.
2Master of Sports Management, Karaj Branch, Islamic Azad University, Karaj, Iran.
3Assistant Prof. in Sports Management Department, Karaj Branch, Islamic Azad University, Karaj, Iran.
چکیده [English]
The present study was applied in terms of purpose and descriptive-correlational in terms of data collection. It investigated the mediating role of enjoyable experience and e-satisfaction in the relationship between the e-services quality and the intention to repurchase electronic sports products. The statistical population of the study includes buyers of sports products from Majid website and their information was in the customer relationship management system of the company that the research tool was distributed among them (N = 635). Also, the sample size was determined according to the purpose and using PASS statistical software at an error level of 0.05, in the range of 198 to 216 people.  Descriptive and inferential statistics techniques and Smart PLS and SPSS software were used for data analysis. The measuring instruments of the present study were the standard e-service quality questionnaire of Parasoramon et al. (2005), the Oliver e-satisfaction questionnaire (2007), the electronic repurchase intention questionnaire of Cronin et al. (2000) and the enjoyable electronic experience questionnaire of Hsu et al. (2017).  The results showed that the quality of electronic services (P <0.01, β = 0.318), enjoyable electronic experience (P <0.01, β = 0.340) and electronic satisfaction (P <0.05, β0/150) have impact on repurchase electronic sports products. Also, the indirect beta coefficient of e-service quality on repurchase intention shows that satisfaction and enjoyable e-experience play a mediating role in the relationship between e-service quality and purchase intention.
کلیدواژه‌ها [English]
Website Quality, E-Shopping, Customer, Customer Satisfaction, Intention to Repurchase
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