جستجوی مقالات مرتبط با کلیدواژه « media interactivity » در نشریات گروه « مدیریت »

This research intends, based on the design features of the website, to formulate a model in the framework of the stimulus-response model-organism that explains consumer support for the online store. Due to the fact that in online stores, due to the impossibility of direct access to the buyer, there is less capacity to clarify ambiguities and predict future consumer behavior, so the use of this support model by recognizing the dimensions considered by buyers, can be Online stores provide a unique competitive advantage and play an important role in increasing their sales. this study using the theme analysis qualitative approach, examines the process of influencing two important dimensions of website design, namely richness and interactivity in the direction of consumer protection. The statistical population of this study, experts, professors and senior managers of online stores They were. Purposive sampling was used to identify experts and 10 experts were interviewed. 88 The initial concepts were extracted by Initial coding, of which 30 Sub-theme and 10 main theme were obtained for research. The results showed that in order to achieve this goal of support, online stores can, by properly designing and managing the features of richness and interactivity, create the necessary conditions to create a sense of consumer informedness and stickiness through the dimensions of usefulness, perceived pleasure, amount and stimulus-based of information acquisition, so that the consequence is consumer support for the future sale of the website.

In today's virtual world, paying attention to the best features in website design can not only guarantee the survival of the online store, but can also make it an effective member of the family that has a caring and advisory view. Meanwhile, the richness and interactivity of the website are among the features that have important effects on consumer perception. This research aims to develop and test a model based on these characteristics that can explain the consumer support intention of online store. This research has been done in two parts, qualitative and quantitative. In the qualitative part, after interviewing the experts, the theme analysis approach was used to analyze the data, and after the coding process and preparation of the contents table, the conceptual model test was prepared. In the quantitative part, after confirming the reliability and validity of the measurement model, the structural equation model was tested. Criteria R2, Q2 and GOF well confirmed the overall fit of the model. Also, based on T-value values, all path coefficients and factor loads were significant at 95% confidence level, which indicates the confirmation of the structural model and all relationships between variables. Based on the results, online stores with proper design and management of richness and interactivity features can provide the necessary conditions to create a sense of consumer informedness and stickiness through understanding usefulness, pleasure, amount of search, and environment-based in information acquisition, so that the consequence is consumer support for the future sale of the website