شناسایی عوامل مؤثر در خریدهای آنلاین در شرکت خدمات سفر و گردشگری (مورد مطالعه: شرکت سفرهای علی‌بابا)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی ، دانشگاه کردستان،سنندج،ایران

2 کارشناس ارشد مدیریت بازرگانی گرایش بازاریابی،دانشگاه کردستان،سنندج،ایران

چکیده

در سالهای اخیر، تعداد قابل توجهی از خریدهای عامه مردم به‌طور فزاینده‌ای تحت تأثیر محیط‌های آنلاین قرار گرفته است و با فراگیر شدن این نوع از خریدها، رقابت شدیدی در میان فروشندگان و ارائه دهندگان خدمات که از بستر اینترنت استفاده می‌نمایند ایجاد شده است.چرا که با بیشتر شدن تعداد خریداران و با توجه به سهولت در انتخاب در میان ارائه دهندگان مختلف خدمت برای خریداران،بسیار حائز اهمیت است که فروشندگان مهمترین عوامل موثر در خریدهای آنلاین را از دیدگاه خریداران شناسایی نموده و در جهت رفع ایرادات و مشکلات موجود بکوشند.در این پژوهش با استفاده از روش شبکه نگاری به بررسی و تبیین این عوامل با توجه به نظرات و تجربیات خرید مشتریان آنلاین خدمات سفر و گردشگری پرداخته شده است و وبسایت سفرهای علی‌بابا نیز به عنوان نمونه مورد بررسی انتخاب شده. در روند انجام با بررسی نظرات مشتریان این شرکت در شبکه اجتماعی اینستاگرام در بازه زمانی 8ماهه ، 267 نظر مرتبط با موضوع انتخاب شده، و پس از انجام مراحل کدگذاری و انجام تحلیل‌ها، مدلی شامل 9مقوله هسته (و 32 بعد تشکیل دهنده) تأثیرگذار بر تجربه خرید آنلاین خدمات سفر و گردشگری شناسایی و معرفی شد.9 مقوله هسته معرفی شده عبارت‌اند از نحوه قیمت گذاری خدمات،کیفیت ارتباط میان شرکت و مشتری،وبسایت و اپلیکیشن،تجربه قبلی از دریافت خدمات،پشتیبانی تلفنی،دریافت خدمات بصورت آنی و شخصی سازی شده،ارائه خدمات در خارج از کشور،امکان انصراف از دریافت خدمت و نظارت بر کیفیت ارائه خدمات.

کلیدواژه‌ها


عنوان مقاله [English]

Identify effective factors on online shopping in travel and tourism services - (Case Study of Alibaba.ir Company)

نویسندگان [English]

  • Arman Ahmadizad 1
  • khabat Nesari 1
  • Alireza Pourheydari 2
1 Assistant Professor of Business Management Department, Kurdistan University, Sanandaj, Iran
2 Author - Master of Business Administration – University of Kurdistan, Sanandaj, Iran
چکیده [English]

Today, a significant number of public purchases are increasingly affected by online environments. In online shopping because of the ability to communicate quickly and extensively to others, any experience can share with a large number of people and affect the company. For this reason, it is better to know the issues that affect the customer experience and try to solve these issues and enhance the company's advantage points. IN this study, we will try to use a netnography approach to find and identify these factors that have effects on online shoppers. We reviewed Alibaba.ir as an example because this company is known as the leader of the tourism service industry in Iran. The results introduced a model of 9 effective factors in the customer experience, including dimensions of service pricing, quality of communication between the company and the customer, website and application, previous experience of receiving services, user support, receiving services immediately and personalized, providing services in other countries, the possibility of canceling the service and control the quality of service delivery.

کلیدواژه‌ها [English]

  • Online Shopping
  • Netnography
  • Consumer Behavior
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