بررسی عوامل مؤثر بر قصد ادامه استفاده و رفتار خرید مجدد از طریق اپلیکیشنهای خرید موبایلی: مطالعهای تجربی مبتنی بر مدل موفقیت سیستمهای اطلاعاتی در مالزی
کلمات کلیدی:
اپلیکیشن تجاری موبایل, قصد ادامه استفاده, انگیزش, رضایت, اعتماد, خرید مجددچکیده
روشهای خرید چندگانه، شامل خرید آنلاین و خرید حضوری، بهطور چشمگیری بر رفتار خرید مصرفکنندگان تأثیر گذاشته و موجب افزایش استفاده از خرید از طریق اپلیکیشنهای تجاری موبایل شده است. با این حال، موفقیت پایدار اپلیکیشنهای تجاری موبایل، بستگی زیادی به استفاده مداوم از سوی مصرفکنندگان دارد. متأسفانه، تحقیقات موجود در این زمینه هنوز بهطور کامل روشن نشده و نیاز به بررسیهای بیشتری احساس میشود. این مطالعه بهمنظور پرکردن این خلأ، به تحلیل قصد ادامه استفاده و استفاده مجدد مصرفکنندگان مالزیایی از اپلیکیشنهای خرید موبایل میپردازد و این کار را از دیدگاه مدل موفقیت سیستمهای اطلاعاتی (ISSM) انجام میدهد. در این تحقیق، از روششناسی کمی استفاده شده و تعداد 402 پاسخنامه از طریق نمونهبرداری هدفمند از شهر کوالالامپور مالزی جمعآوری شد. فرضیات پیشبینیشده با استفاده از مدلسازی معادلات ساختاری با کمترین مربعات جزئی (PLS-SEM) مورد تجزیه و تحلیل قرار گرفتند. نتایج، نشاندهنده وجود رابطه مثبت میان کیفیت خدمات و کیفیت سیستم با رضایت مصرفکنندگان بود، در حالی که کیفیت اطلاعات نتوانست ارتباط معناداری با رضایت برقرار کند. علاوه بر این، کیفیت خدمات، کیفیت سیستم و کیفیت اطلاعات، به همراه احساس رضایت، اعتماد و مشوقها تأثیرات مثبت و معناداری بر قصد ادامه استفاده از اپلیکیشنهای تجاری موبایل داشتند. این مطالعه به ابعاد نادیدهگرفتهشده، شامل قصد ادامه و استفاده مداوم از اپلیکیشنهای تجاری موبایل، در چارچوب مدل موفقیت سیستمهای اطلاعاتی (ISSM) میپردازد. نتایج این تحقیق بینشهای عملی و دقیقی برای بهبود تجربه مصرفکننده و ایجاد تعامل پایدار با اپلیکیشنهای تجاری موبایل ارائه میدهد. همچنین، این تحقیق به پیشرفت دانش در زمینه ساختارهای بنیادی و ارتباطات بین آنها کمک میکند و به این ترتیب، توسعه نظریه در این حوزه را تقویت مینماید.
دانلودها
مراجع
Afira, N., & Yuliati, E. (2019). Factors affecting reuse intention on mobile shopping application. Iptek Journal of Proceedings Series, 0(5), 551. https://doi.org/10.12962/j23546026.y2019i5.6429
Almaiah, M. A., Al-Rahmi, A. M., Alturise, F., Alrawad, M., Alkhalaf, S., Lutfi, A., Al-Rahmi, W. M., & Awad, A. B. (2022). Factors influencing the adoption of internet banking: An integration of ISSM and UTAUT with price value and perceived risk. Frontiers in psychology, 13. https://doi.org/10.3389/fpsyg.2022.919198
Blue, A. (2020). COVID-19 has changed consumer behavior. What does it mean for the future? https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://news.arizona.edu/news/covid-19-has-changed-consumer-behavior-what-does-it-mean-future&ved=2ahUKEwiHmd-liKaOAxUSgP0HHaEXJEIQFnoECBcQAQ&usg=AOvVaw3ehH28wv4VrnFXz59YrWhY
Chan, X. Y., Rahman, M. K., Mamun, A. A., Salameh, A., Wan Hussain, W. M. H., & Alam, S. S. (2022). Predicting the intention and adoption of mobile shopping during the COVID-19 lockdown in Malaysia. Sage Open, 12(2), 215824402210950. https://doi.org/10.1177/21582440221095012
Chen, J. C., & Ha, Q. A. (2019). Factors affecting the continuance to share location on social networking sites: The influence of privacy concern, trust, benefit and the moderating role of positive feedback and perceived promotion innovativeness. Contemporary Management Research, 15(2), 89-121. https://doi.org/10.7903/CMR.19268
Cheng, X., Fu, S., Qi, Y., Zhao, H., Liu, F., Wang, Y., & Dong, X. (2022). Marketing by live streaming: How to interact with consumers to increase their purchase intentions. Frontiers in psychology. https://doi.org/10.3389/fpsyg.2022.933633
Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: S-O-R approach. International Journal of Information Management, 53. https://doi.org/10.1016/j.ijinfomgt.2020.102106
Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology. Computers in human Behavior. https://doi.org/10.1016/j.chb.2018.04.017
Chopdar, P. K., & Sivakumar, V. J. (2019). Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk. Behaviour and Information Technology, 38(1). https://doi.org/10.1080/0144929X.2018.1513563
Garrouch, K. (2021). Does the reputation of the provider matter? A model explaining the continuance intention of mobile wallet applications. Journal of Decision Systems, 30(2-3), 150-171. https://doi.org/10.1080/12460125.2020.1870261
Gupta, A. S., & Mukherjee, J. (2022). Long-term changes in consumers' shopping behavior post-pandemic: An exploratory study. International Journal of Retail and Distribution Management, 50(12), 1518-1534. https://doi.org/10.1108/IJRDM-04-2022-0111
Hariguna, T., & Ruangkanjanases, A. (2020). Elucidating e-satisfaction and sustainable intention to reuse mobile food application service, integrating customer experiences, online tracking, and online review. Revista Argentina de Clínica Psicológica, XXIX(3), 122-138. https://doi.org/10.24205/03276716.2020.704
Jain, N. K., Kaul, D., & Sanyal, P. (2021). What drives customers towards mobile shopping? An integrative technology continuance theory perspective. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-02-2021-0133
Jo, H., & Bang, Y. (2023). Understanding continuance intention of enterprise resource planning (ERP): TOE, TAM, and IS success model. Heliyon, 9, e21019. https://doi.org/10.1016/j.heliyon.2023.e21019
Kim, Y., Wang, Q., & Roh, T. (2021). Do information and service quality affect perceived privacy protection, satisfaction, and loyalty? Evidence from a Chinese O2O-based mobile shopping application. Telematics and Informatics, 56, 1-16. https://doi.org/10.1016/j.tele.2020.101483
Maduku, D. K., & Thusi, P. (2023). Understanding consumers' mobile shopping continuance intention: New perspectives from South Africa. Journal of Retailing and Consumer Services, 70, 103185. https://doi.org/10.1016/j.jretconser.2022.103185
Malik, A., Suresh, S., & Sharma, S. (2019). An empirical study of factors influencing consumers' attitude towards adoption of wallet apps. International Journal of Management Practice, 12(4), 426-442. https://doi.org/10.1504/IJMP.2019.102534
Marinković, V., Đorđević, A., & Kalinić, Z. (2020). The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: a UTAUT-based perspective. Technology Analysis and Strategic Management, 32(3), 306-318. https://doi.org/10.1080/09537325.2019.1655537
Memon, S. B., Qureshi, J. A., & Jokhio, I. A. (2020). The role of organizational culture in knowledge sharing and transfer in Pakistani banks: A qualitative study. Global Business and Organizational Excellence, 39(3), 45-54. https://doi.org/10.1002/joe.21997
Miyapuram, K. P., Dabija, D. C., Pera, A., Popescu, G., Kovacova, M., Neguri, O., Grecu, I., Grecu, G., & Cornelia Mitran, P. (2020). Consumers' Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in psychology. https://doi.org/10.3389/fpsyg.2020.00890
Nguyen, D. M., Chiu, Y. T. H., & Le, H. D. (2021). Determinants of continuance intention towards banks' chatbot services in Vietnam: A necessity for sustainable development. Sustainability (Switzerland), 13(14), 1-24. https://doi.org/10.3390/su13147625
Odusanya, K., Aluko, O., & Lal, B. (2020). Building consumers' trust in electronic retail platforms in the sub-Saharan context: An exploratory study on drivers and impact on continuance intention. Information Systems Frontiers. https://doi.org/10.1007/s10796-020-10043-2
Pasupuleti, R. S., Jeyavelu, S., & Seshadri, U. (2021). Understanding mobile grocery shopping continuance intention: Covid-19 and beyond. IUP Journal of Marketing Management, 20(4), 65-87. https://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=09726845&AN=154745311&h=UeuYrckx69QoX2hbRWHM9Io4s8xGgI%2F7JBbfIQgnMIADBSU6jjMw4qSjN1LyKcNlwAnNqfaZQQFwOtzl8FhBVg%3D%3D&crl=c
Putri, N., Prasetya, Y., Handayani, P. W., & Fitriani, H. (2024). TikTok Shop: How trust and privacy influence generation Z's purchasing behaviors. Cogent Social Sciences, 10(1). https://doi.org/10.1080/23311886.2023.2292759
Pwc. (2020). The changing landscape of consumer behaviour: What COVID-19 has taught us.
Ramayah, T. J. F. H., Cheah, J., Chuah, F., Ting, H., & Memon, M. A. (2018). Partial least squares structural equation modeling (PLS-SEM) using smartPLS 3.0: An updated guide and practical guide to statistical analysis. Pearson. https://www.researchgate.net/profile/Hiram-Ting/publication/341357609_PLS-SEM_using_SmartPLS_30_Chapter_13_Assessment_of_Moderation_Analysis/links/5ebc2be6a6fdcc90d674eb9c/PLS-SEM-using-SmartPLS-30-Chapter-13-Assessment-of-Moderation-Analysis.pdf
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44. https://doi.org/10.1016/j.ijinfomgt.2018.09.013
ShopSphere. (2023). The rise of mobile commerce: Unlocking the power of mobile shopping.
Statista. (2023). Change in mobile shopping usage by region 2021.
Tamilmani, K., Rana, N. P., Dwivedi, Y. K., & Kizgin, H. (2020). Consumer mobile shopping acceptance predictors and linkages: A systematic review and weight analysis. 12066, 1-14. https://doi.org/10.1007/978-3-030-44999-5_14
Tang, K. L., Huam, H. T., Cham, T., & Cheng, B. L. (2023). Unveiling the influence of social technologies on online social shopping in Malaysia. In Current and Future Trends on Intelligent Technology Adoption: Volume 1 (pp. 187-207). https://doi.org/10.1007/978-3-031-48397-4_10
Tarhini, A., Alalwan, A. A., Shammout, A. B., & Al-Badi, A. (2019). An analysis of the factors affecting mobile commerce adoption in developing countries: Towards an integrated model. Review of International Business and Strategy, 29(3), 157-179. https://doi.org/10.1108/RIBS-10-2018-0092
Thi, B. N., Lan, T., Tran, A., Thu, T., Tran, H., & Le, T. T. (2022). Factors influencing continuance intention of online shopping of generation Y and Z during the new normal in Vietnam. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2143016
Tseng, T. H., Lee, C. T., Huang, H. T., & Yang, W. H. (2022). Success factors driving consumer reuse intention of mobile shopping application channel. International Journal of Retail and Distribution Management, 50(1), 76-99. https://doi.org/10.1108/IJRDM-08-2020-0309
Veeramootoo, N., Nunkoo, R., & Dwivedi, Y. K. (2018). What determines success of an e-government service? Validation of an integrative model of e-filing continuance usage. Government Information Quarterly, 35(2). https://doi.org/10.1016/j.giq.2018.03.004
Vo, T. H. G., & Wu, K. W. (2022). Exploring consumer adoption of mobile shopping apps from a perspective of Elaboration Likelihood Model. International Journal of E-Services and Mobile Applications, 14(1). https://doi.org/10.4018/IJESMA.296577
Won, D., Chiu, W., & Byun, H. (2023). Factors influencing consumer use of a sport-branded app: the technology acceptance model integrating app quality and perceived enjoyment. Asia Pacific Journal of Marketing and Logistics, 35(5), 1112-1133. https://doi.org/10.1108/APJML-09-2021-0709
Wu, J. J., Shu-Hua, C., & Kang-Ping, L. (2017). Why should I pay? Exploring the determinants influencing smartphone users' intentions to download paid app. Telematics and Informatics, 34(5), 645-654. https://doi.org/10.1016/j.tele.2016.12.003
Yan, M., Filieri, R., & Gorton, M. (2021). Continuance intention of online technologies: A systematic literature review. International Journal of Information Management, 58, 102315. https://doi.org/10.1016/j.ijinfomgt.2021.102315
Zhou, M., Cai, X., Liu, Q., & Fan, W. (2019). Examining continuance use on social network and micro-blogging sites: Different roles of self-image and peer influence. International Journal of Information Management, 47. https://doi.org/10.1016/j.ijinfomgt.2019.01.010
دانلود
چاپ شده
ارسال
بازنگری
پذیرش
شماره
نوع مقاله
مجوز
حق نشر 2024 Ramesh Zaidi Abdul Rozan, Mohammad Osmani (Author)

این پروژه تحت مجوز بین المللی Creative Commons Attribution-NonCommercial 4.0 می باشد.