بررسی اثربخشی درک‌شده پلتفرم‌های تجارت الکترونیک بر مزیت اقتصادی درک‌شده مصرف‌کننده در پیش‌بینی مصرف پایدار در یک بیماری همه‌گیر

نوع مقاله : مقاله پژوهشی (کمی)

نویسنده

کارشناسی ارشد ،گروه مدیریت بازرگانی ،واحد تهران شمال، دانشگاه ازاد اسلامی ،تهران ، ایران

چکیده

هدف این تحقیق بررسی اثربخشی درک‌شده پلتفرم‌های تجارت الکترونیک بر مزیت اقتصادی درک‌شده مصرف‌کننده در پیش‌بینی مصرف پایدار در یک بیماری همه‌گیر می‌باشد. تحقیق حاضر به لحاظ هدف، کاربردی و ازنظر ماهیت و شیوه جمع‌آوری اطلاعات، توصیفی از نوع همبستگی؛ و به طور مشخص مبتنی بر مدل‌یابی معادلات ساختاری می‌باشد. داده‌های تحقیق کمی به‌صورت مقیاس فاصله‌ای با استفاده از پرسشنامه استاندارد تحقیق لوبل ترونگ تووی (2021) استفاده گردیده است. جامعه آماری تحقیق حاضر کلیه مشتریان خرید اینترنتی پلتفرم‌های تجارت الکترونیک در ایران می‌باشد. با توجه به تعداد زیاد کاربران و تعداد بالای 10 پلتفرم فعال در ایران و با توجه به تعداد زیاد جامعه مورد نظر 100 هزار نفر در نظر گرفته شده است. بر اساس جدول مورگان تعداد 384 نفر به عنوان نمونه در این تحقیق انتخاب شدند. روش نمونه‌گیری در این تحقیق تصادفی ساده بود. نتایج نشان داد که تأثیر نقش اثربخشی درک شده پلتفرم‌های تجارت الکترونیک بر مزیت اقتصادی درک‌شده مصرف‌کننده در پیش‌بینی مصرف پایدار مساوی با 47/0 می‌باشد، یعنی حدود 47 درصد از اثر کل اثربخشی درک شده پلتفرم‌های تجارت الکترونیک بر مزیت اقتصادی درک‌شده مصرف‌کننده در پیش‌بینی مصرف پایدار تبیین می‌شود. همچنین برای بررسی برازش کلی مدل و اندازه‌گیری برای مدل ساختاری، از معیار GoF استفاده شد. نتایج میانگین مقادیر اشتراکی و میانگین مقادیر R Squares؛ نشان می‌دهد : مقدار GOF برابر است با 62/0  که، نشان از برازش قوی مدل دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Evaluating the perceived effectiveness of e-commerce platforms on the perceived economic benefit of the consumer in predicting sustainable consumption in an epidemic

نویسنده [English]

  • leila jalali
Master ,Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Extended Abstract
Abstract
The aim of this study was to investigate the perceived effectiveness of e-commerce platforms on the perceived economic benefit of the consumer in predicting sustainable consumption in an epidemic. The present research is applied in terms of purpose and descriptive-correlational in terms of nature and method of data collection; And is specifically based on structural equation modeling. Quantitative research data were used as a distance scale using the standard Trong Tovi (2021) Lobel Research Questionnaire. The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran and due to the large number of the target community, 100,000 people have been considered. According to Morgan's table, 384 people were selected as a sample in this study. The sampling method in this study was simple random. The results show that the effect of the perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption is equal to 0.47, ie about 47% of the total perceived effectiveness of e-commerce platforms on the perceived economic advantage of the consumer in predicting sustainable consumption. It is explained. The GoF criterion was also used to evaluate the overall fit of the model and the measurement for the structural model. Results of average shared values and average values of R Squares; Shows that the value of GOF is equal to 0.62 which; Indicates a strong fit of the model.
Introduction
With the increasing growth of the Internet and related technologies, the concept of brand has changed and today the value of online brands has grown significantly. The most important factor influencing the success of online brands is the frequent interaction of users with the brand. Branding takes place online. Managers need to create the conditions for a favorable experience for their customers and identify the factors that affect online brand loyalty because the unfavorable customer experience leads to the loss of a large share of the company's potential sales, which is due to customers' inability to find what Which they want to have been. Customer dissatisfaction will also lead to a large percentage of lost repeat traffic, which is also due to the initial negative experiences of users and customers (Abdollalipour, 2020).
Research in the field of e-commerce shows that advances in Internet technologies have enabled companies to sell their products directly to consumers through e-commerce platforms (Fan et al, 2020), thus leading to increased sales. Is (Lee et al, 2018). But consumers can not physically examine products in online shopping, thus leading to product uncertainty (Song et al, 2020).
Research shows that online consumer information is collected and tracked for data-driven marketing tasks, but there is insufficient protection for this information (Bandaraet al, 2020). Security risk (disclosure of personal information) has had strong negative effects on online transactions (Hubert et al, 2017). This is important because e-commerce platforms now offer a variety of products and services online, from electronics to single products, health and beauty, food, and fashion to sports and travel with high volume exchanges. Financial is offered. Thus, perceived perceptions of customer information protection to ensure the security of online transactions increase the continuity of intent and motivation to write positive reviews about products and services. As a result, online protection is very important for personal information and transactions (Liao & Shi, 2017).
The world has seen an increase in pandemics in recent decades, such as SARS in 2003, H5N1 in 2006, and H1N1 in 2009 and 2019, each of which hindered business activity and economic growth (Chung, 2015). As scientists have long warned, infectious diseases can lead commercial activity to a new reality that strongly influences these activities; Unfortunately, there are no clear guidelines for managers on how to respond effectively to these conditions (Hudecheck et al, 2020). Fear of a pandemic refers to a new disease that people are not immune to and has spread around the world (World Health Organization, 2019). Pandemics have become one of the biggest threats in the world today (Harvard Global Health Institute, 2020). Research on consumer behavior shows that fear refers to the negative consequences of a particular event that may lead to changes in consumer behavior and attitudes (Solomon, 2017). As a result of the effects of Covid 19 disease, consumers are increasingly turning to online shopping. Accordingly, the Covid 19 pandemic has altered consumer shopping behavior because consumers are afraid of contracting the disease (Laato et al, 2020; Prentice et al, 2020).
Covid has issued a global warning because it spreads rapidly through human-to-human contact (Harvard Medical School, 2020). The virus can be spread through droplets of cough or inhalation of an infected person (2020, The World Health Organization). To reduce the spread of the virus, therefore, the consumption method should be turned to e-commerce platforms; Because it increases purchasing efficiency, enables new purchases, and increases access to information and online communication between the consumer and the seller (Guillen-Royo, 2019). But managers looking to execute online sales do not currently have any specific guidelines for improving the consumer's decision for sustainable consumption over time and environmental conditions (Guillen-Royo, 2019؛ Hernant, 2017 & Rosengren).Given the above, the main issue of the research is whether the perceived effectiveness of e-commerce platforms affects the perceived economic benefit of the consumer in predicting sustainable consumption in an epidemic?
Theoretical literature
The Kuwait 19 pandemic, and the fear of contagion caused by this pandemic, have also created chaos around the world, such as hoarding, market rotation, and travel restrictions (McNulty, 2020). A pandemic has led to fears of infection and social distance, which is increasingly leading to online shopping, and as a result, the importance of e-commerce platforms is increasing. (Naeem, 2021) In their research on whether social media platforms expand the customer's nervous shopping when they are afraid of coronary heart disease? they paid. Findings show that there is evidence of uncertainty and uncertainty, purchase due to persuasion, evidence of product inaccessibility, official announcements, global connectivity and expert opinion are some of the reasons on social media platforms that the consumer's nervous shopping situation in The length of the Covid crisis has created 19. (Abdollalipour, 2020) In his research, he reviewed the role of online distribution platforms and brand loyalty platforms. The results show that the most important factor influencing the success of online brands is the frequent interaction of users with the brand, which results in having a positive consumption experience of that online brand.
Methodology
The present research is applied in terms of purpose and in terms of nature and method of data collection, is a descriptive correlational type and specifically based on structural equation modeling. The research method was quasi-experimental with pre-test and post-test design with control group. Quantitative research data has been used as a distance scale using the standard research questionnaire of Lob Trung Tui (2021). The statistical population of the present study is all customers of online shopping of e-commerce platforms in Iran. Due to the large number of users and the number of more than 10 active platforms in Iran and due to the large number of the target community, 100,000 people have been considered. And according to Morgan's table, 384 people will be selected as a sample in this study. The sampling method in this research will be simple random.
Discussion and Results
In order to test the research hypothesis, structural equation modeling Structural equation modeling (SEM) method was used with the help of SmartPLS 3 software and the results showed that the perceived effectiveness of e-commerce platforms affects the perceived economic advantage of the consumer in predicting sustainable consumption in an epidemic. Online customers' fear of the Covid 19 epidemic moderates the perceived effectiveness of e-commerce platforms and economic advantage. Online customers' fear of the Covid 19 epidemic moderates the relationship between economic advantage and sustainable consumption.
Conclusion
The present study aimed to understand the perceived effectiveness of e-commerce platforms on the perceived economic benefit of consumers in predicting sustainable consumption in an epidemic. The findings are consistent with (et al. Laato, 2020) who, in their study entitled Unusual Purchasing Behavior in the Early Stages of Covid Epidemic 19: Stimulus-Organism Response Approach. Further results showed that exposure to online information sources has led to an increase in information and cyber chondria. Information overload was also a strong predictor of cyberendria. Perceived severity and cyberbullying had a significant effect on people's intentions for unusual purchases and voluntary isolation. Accordingly, the Covid 19 pandemic has altered consumer purchasing behavior because consumers are afraid of contracting the disease. (Lobel Trong Thuy, 2021) in his research on the effectiveness of e-commerce platforms in an epidemic. The results showed that fear of pandemic positively modulates the relationships between e-commerce platforms, economic benefits and sustainable consumption. The results of this study showed that the economic benefits of the relationship between e-commerce platforms and sustainable consumption, which is related to the level of fear of epidemic and moderate. The results of this study are consistent with the results of research (Mark Peterson, 2021) who in their research entitled Sustainable Marketing and Consumer Support for Sustainable Business. The results show that 1) values ​​based on consumer nature have the most positive effect on consumer support for sustainable businesses, 2) then the attitude towards corporate altruism, and 3) and then concern about corporate ethics have the most impact. . Assessing social justice and recognizing the role of business in improving the quality of life of the customer had no effect on consumer support for sustainable businesses.

کلیدواژه‌ها [English]

  • E-commerce platforms
  • Economic Advantage
  • sustainable consumption
  • covid 19
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