شناسایی و بررسی عوامل مؤثر بر سردرگمی خریداران در وب‌سایت‌های گردشگری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 پردیس فارابی دانشگاه تهران

2 دانشگده مدیریت، پردیس فارابی، دانشگاه تهران

10.22034/jtd.2018.118523.1335

چکیده

یکی از مشکلات استفاده از اینترنت برای انجام کارها و خرید اجزاء بسته سفر گردشگری، سردرگمی مصرف‌کننده در هنگام خرید است که حتی ممکن است نتایج منفی، مانند رها کردن خرید، نیز داشته باشد. ازاین‌رو هدف این پژوهش شناسایی عوامل مؤثر بر سردرگمی خریداران در وب‌سایت‌های گردشگری است. این عوامل شامل ویژگی‌های مشتری، ویژگی‌های محصول و ویژگی‌های سایت می باشند. پژوهش به روش توصیفی- پیمایشی و با استفاده از تکنیک مدل-سازی معادلات ساختاری و نرم‌افزار Smart Pls انجام‌شده است. جامعه آماری پژوهش، مشتریان آنلاین آژانس امید پرواز اوج هستند. 382 پرسشنامه سالم دریافت شد. نتایج حاکی از تأثیر معنادار ویژگی‌های محصول، فرد و سایت بر سردرگمی است و در این میان ویژگی محصولات و خدمات گردشگری بیشترین تأثیر را بر سردرگمی دارد. از پیشنهاد‌ات اصلی این پژوهش در نظر گرفتن ویژگی‌های فردی بخش‌های مختلف بازار هدف و اتخاذ استراتژی برای افزایش اعتبار سایت و ایجاد حس اعتماد به سایت است.

کلیدواژه‌ها


عنوان مقاله [English]

Identify the factors that affect on consumers confusion in tourism website

نویسندگان [English]

  • Somayyeh Samadi 1
  • Hamid reza Irani 1
  • Hamid reza yazdani 2
1 College of Farabi, University of Tehran
2 College of Farabi, University of Tehran
چکیده [English]

While the contributions of online technologies to tourism industry and consumers have been largely researched, little research attention has been paid to the possible negative aspects, such consumer confusion in the website. Consumer confusion has negative consequences such as abandon the purchase that is the worst case for tourism website. The purpose of this study was to identify and investigate the potential antecedents of consumer’s online confusion focusing on online purchasing tourism products. Data for this study were collected through questionnaires from 382 tourism website users that buy tourism product from this website and Structural Equation Modeling was used in order to test model using smart PLS software. The findings confirm the influence of individual characteristics, website characteristics and services and product characteristics on consumers’ confusion. The main recommendation of this research is that the marketers and managers of the website should concentrate on security of the site and improve it.

کلیدواژه‌ها [English]

  • Consumer Confusion
  • individual characteristics
  • website characteristics
  • services and product characteristics
  • tourism industry
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