نقش پلتفرم‌های مشارکتی توزیع مجدد آنلاین خرید کالاهای دست دوم بر وفاداری برند (مورد مطالعه پلتفرم دیوار و شیپور در ایران)
محورهای موضوعی : مدیریت کسب و کار
آیه میرزایی ازندریانی
1
(دانشجوی کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت، واحد تهران شمال، دانشگاه آزاد اسلامی، شمال، تهران، ایران.)
کیومرث آریا
2
(استادیار، گروه اقتصاد بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، تهران، ایران.)
کلید واژه: رضایت مشتری, وفاداری به برند, پلتفرم‌های مشارکتی توزیع مجدد آنلاین, کالاهای دست دوم,
چکیده مقاله :
هدف این پژوهش، بررسی نقش پلتفرم‌های مشارکتی توزیع مجدد آنلاین خرید کالاهای دست دوم بر وفاداری برند (مورد مطالعه پلتفرم دیوار و شیپور در ایران) می‌باشد. پژوهش حاضر از حیث هدف از نوع تحقیقات توسعه‌ای و کاربردی و از نظر روش پژوهش، از دسته پژوهش‌های توصیفی- همبستگی و مبتنی بر مدل‌سازی معادلات ساختاری است. جامعه آماری پژوهش حاضر فروشندگان کالاهای دست دوم در پلتفرم‌های دیوار و شیپور می‌باشند و با توجه به تعداد زیاد جامعه تعداد 5 هزار نفر به عنوان جامعه پژوهش در نظر گرفته شد. براساس جدول مورگان تعداد 357 نفر به روش نمونه‌گیری تصادفی ساده به عنوان حجم نمونه پژوهش انتخاب شدند. ابزار گردآوری داده‌ها در پژوهش حاضر پرسشنامه آبس و همکاران (2020) می باشد. یافته‎های پژوهش نشان داد که نیات وفاداری نسبت به پلتفرم (دیوار و شیپور) تأثیر مثبتی بر نیات وفاداری نسبت به برند دارد و رضایت از تجربه خدمات پلتفرم (دیوار و شیپور) تأثیر مثبتی بر نیات وفاداری پلتفرم دارد و مؤلفه‎های سهولت استفاده، سودمندی درک شده، جنبه سرگرمی، حس تعلق اجتماعی به یک جامعه، اعتبار فروشنده و شناخت شخص ثالث پلتفرم (دیوار و شیپور)، تأثیر مستقیم و مثبت بر نیات وفاداری به برند دارد.
This study investigates the role of participatory online redistribution platforms for the purchase of second-hand goods on brand loyalty (the case of the divar and Sheypoor platforms in Iran). The purpose of this research is developmental and applied research and in terms of research method, it is descriptive-correlational research based on structural equation modeling. The statistical population of the present study was the sellers of second-hand goods on Divar and Sheypoor platforms, and due to the numerous population, 5,000 people were considered as the research population. The research was selected. The collection tool in the present study is the Abs et al. (2020) questionnaire. Findings showed that loyalty intentions to the platform (Divar and Sheypoor) have a positive effect on brand loyalty intentions and satisfaction with the experience of platform services (Divar and Sheypoor) has a positive effect on platform loyalty intentions and ease of use components perceived usefulness, entertainment aspect, sense of social belonging to a community, vendor credibility and third-party platform recognition (Divar and Sheypoor), have a direct and positive effect on brand loyalty intentions.
Abbes, I., Hallem, Y., & Tagaa, N. (2020). Second-hand shopping and brand loyalty: The role of online collaborative redistribution platforms. Journal of Retailing and Consumer Services, 52, 101885. https://doi.org/10.1016/j.jretconser.2019.101885
Abdolalipour, A. (2020). A Review of the Role of Online Distribution Partnership Platforms and Brand Loyalty, 8th International Conference on Research in Management, Economics and Development, https://civilica.com/doc/113641 (in Persian)
Acquier, A., Daudigeos, T., & Pinkse, J. (2017). Promises and paradoxes of the sharing economy: an organizing framework. Technol. Forecast. Soc. Chang, 125, 1-10.
Adly, M. I. (2018). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(C), 322-332. https://doi.org/10.1016/j.jretconser.2018.07.007
Barnes, S., & Mattsson, J. (2016). Understanding current and future issues in collaborative consumption: a four-stage Delphi study. Technol. Forecast. Soc. Chang, 104, 200–211.
Belk, R. (2014). You are what you can access: sharing and collaborative consumption online. J. Bus. Res., 67(8), 1595–1600.
Blanquart, C., & Carbone, V. (2016). Collaborative supply chains and environmental awareness: a typology in terms of proximity. Supply Chain Forum Int. J. , 15(4), 28–41.
Botsman, R., & Rogers, R. (2010). What’s Mine Is Yours. T. R. o. C. Consumption. http://tantor-marketing-assets.s3.amazonaws.com/sellsheets/1920_MineIsYours.pdf
Chistyakova, N. O., Ivanova, E. V., Risebrobakken, B., Ovsepyan, E. A., & Ovsepyan, Y. S. (2010). Radiocarbon ages measured in core PSh63-5159R from the southwest Barents Sea. PANGAEA. https://doi.org/10.1594/PANGAEA.767438
De Rivera, J., Gordo, A., Cassidy, P., & Apesteguía, A. (2016). A netnographic study of P2P collaborative consumption platforms’ user interface and design. . Environ. Innov. Societal Transit, 83–96.
Ghafourian Shagardi, A., Daneshmand, B., & Behboodi, A. (2017). The effect of social media marketing on brand loyalty and consumer intention to buy. Modern Marketing Research, 7(3), 175-190. https://doi.org/10.22108/nmrj.2018.89511.0 (in Persian)
Hagiu, A., & Wright, J. (2015). Multi-sided platforms. International Journal of IndustrialOrganization, 43, 162-174. https://doi.org/10.1016/j.ijindorg.2015.03.003
Hajli, N., Shanmugam, M., Power, P., & Love, P. E. (2015). A study on the continuance participation in on-line communities with social commerce perspective. Technol. Forecast. Soc. Chang., 96, 232–241.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: why people participate in collaborative consumption. J. Assoc. Info. Scien. Techno 67(9), 2047–2059.
Hsu, M., Ming, C., Kuang, K. C., & Lee, Y. J. (2014). Determinants of repurchase intention in online group-buying: the perspectives of DeLone & McLean IS success model and trust. Comput. Hum. Behav., 36, 234–245.
Jafari Nejad, M. (2018). The role of technology on the behavior of suppliers in participatory platforms The first national conference on the relationship between humanities, production and industry, Tehran https://civilica.com/doc/874011 (in Persian)
Jin, D., Nicely, A., Fan, A., & Adler, H. (2019). Joint effect of service recovery types and times on customer satisfaction in lodging. Journal of Hospitality and Tourism Management, 38, 149-158.
Kazemiyan, M., Habibi, A., & Habibi, M. (2020). Investigating the effect of ease of use, perceived usefulness and social image of using mobile banking on customer attraction and customers' desire to use (Case study: Mobile Bank Tejarat users). Quarterly Journal of New Research Approaches in Management and Accounting, 5(28), 93-74. (in Persian)
Koufaris, M., & Hampton-Sosa, W. H. (2004). The development of initial trust in an online company by new customers. Inf. Manag. , 41(3), 377–397.
Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. J. Mark. , 76(4).
Liu, W., Shao, W., & Wang, Q. (2021). Psychological distance from environmental pollution and willingness to participate in second-hand online transactions: An experimental survey in China. Journal of Cleaner Production, 281, 101885. https://doi.org/10.1016/j.jclepro.2020.124656
Mohammadi, J. (2015). Multifaceted platforms 3rd International Conference on Management, Challenges and Solutions, Shiraz. (in Persian)
Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and thelikelihood of using a sharing economy option again. J.Consum. Beh. , 14(3), 193–207.
Murillo, D., Buckland, H., & Val, E. (2017). When the sharing economy becomes neoliberalism on steroids: unravelling the controversies. Technological Forecasting and Social Change, 125, 66–76.
Närvänen, E., Kartastenpää, E., & Kuusela, H. (2013). Online lifestyle consumption community dynamics: a practice‐based analysis J. Consum. Behav. , 12(5), 358–369.
Rust, R. T., & Zahorik, A. J. (1993). Customer Satisfaction, Customer Retention, and Market Share. Journal of Retailing, 69, 193-215. https://doi.org/10.1016/0022-4359(93)90003-2
Shahabfar, M. (2017). The effect of interactive marketing on customer satisfaction in convenience stores in Urmia [Master's Degree Azarabadgan Institute of Higher Education]. (in Persian)
Sihvonen, J., & Turunen, L. L. M. (2016). As good as new–valuing fashion brands in the online second-hand markets. J. Prod. Brand Manag, 25(3), 285–295.
Strowel, A., & Vergote, W. (2017). Digital Platforms: To Regulate or Not to Regulate? Research Observatory on Sharing Economy, Law and Society. http://ec.europa.eu/information_society/newsroom/image/document/2016-7/uclouvain_et_universit_saint_louis_14044.pdf
Thi Doan, T.-T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science Letters, 10(10), 2337-2342. https://doi.org/10.5267/j.msl.2020.3.001
Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, 102287. https://doi.org/10.1016/j.jretconser.2020.102287
Wolfinbarger, M., & Gilly, M. C. (2003). Evaluation of E-Service Quality: Dimensionalizing, Measuring and Predicting Etail Quality. Journal of Retailing, 79, 183-198.
Wolter, J. S., Bock, D., Smith, J. S., & Cronin Jr, J. J. (2017). Creating ultimate customer loyalty through loyalty conviction and customer-company identification. Journal of Retailing, 93(4), 458-476.
Won, J., & Kim, B.-Y. (2020). The Effect of Consumer Motivations on Purchase Intention of Online Fashion - Sharing Platform. Journal of Asian Finance, Economics and Business, 7(6), 197. https://doi.org/10.13106/jafeb.2020.vol7.no6.197
_||_Abbes, I., Hallem, Y., & Tagaa, N. (2020). Second-hand shopping and brand loyalty: The role of online collaborative redistribution platforms. Journal of Retailing and Consumer Services, 52, 101885. https://doi.org/10.1016/j.jretconser.2019.101885
Abdolalipour, A. (2020). A Review of the Role of Online Distribution Partnership Platforms and Brand Loyalty, 8th International Conference on Research in Management, Economics and Development, https://civilica.com/doc/113641 (in Persian)
Acquier, A., Daudigeos, T., & Pinkse, J. (2017). Promises and paradoxes of the sharing economy: an organizing framework. Technol. Forecast. Soc. Chang, 125, 1-10.
Adly, M. I. (2018). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(C), 322-332. https://doi.org/10.1016/j.jretconser.2018.07.007
Barnes, S., & Mattsson, J. (2016). Understanding current and future issues in collaborative consumption: a four-stage Delphi study. Technol. Forecast. Soc. Chang, 104, 200–211.
Belk, R. (2014). You are what you can access: sharing and collaborative consumption online. J. Bus. Res., 67(8), 1595–1600.
Blanquart, C., & Carbone, V. (2016). Collaborative supply chains and environmental awareness: a typology in terms of proximity. Supply Chain Forum Int. J. , 15(4), 28–41.
Botsman, R., & Rogers, R. (2010). What’s Mine Is Yours. T. R. o. C. Consumption. http://tantor-marketing-assets.s3.amazonaws.com/sellsheets/1920_MineIsYours.pdf
Chistyakova, N. O., Ivanova, E. V., Risebrobakken, B., Ovsepyan, E. A., & Ovsepyan, Y. S. (2010). Radiocarbon ages measured in core PSh63-5159R from the southwest Barents Sea. PANGAEA. https://doi.org/10.1594/PANGAEA.767438
De Rivera, J., Gordo, A., Cassidy, P., & Apesteguía, A. (2016). A netnographic study of P2P collaborative consumption platforms’ user interface and design. . Environ. Innov. Societal Transit, 83–96.
Ghafourian Shagardi, A., Daneshmand, B., & Behboodi, A. (2017). The effect of social media marketing on brand loyalty and consumer intention to buy. Modern Marketing Research, 7(3), 175-190. https://doi.org/10.22108/nmrj.2018.89511.0 (in Persian)
Hagiu, A., & Wright, J. (2015). Multi-sided platforms. International Journal of IndustrialOrganization, 43, 162-174. https://doi.org/10.1016/j.ijindorg.2015.03.003
Hajli, N., Shanmugam, M., Power, P., & Love, P. E. (2015). A study on the continuance participation in on-line communities with social commerce perspective. Technol. Forecast. Soc. Chang., 96, 232–241.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: why people participate in collaborative consumption. J. Assoc. Info. Scien. Techno 67(9), 2047–2059.
Hsu, M., Ming, C., Kuang, K. C., & Lee, Y. J. (2014). Determinants of repurchase intention in online group-buying: the perspectives of DeLone & McLean IS success model and trust. Comput. Hum. Behav., 36, 234–245.
Jafari Nejad, M. (2018). The role of technology on the behavior of suppliers in participatory platforms The first national conference on the relationship between humanities, production and industry, Tehran https://civilica.com/doc/874011 (in Persian)
Jin, D., Nicely, A., Fan, A., & Adler, H. (2019). Joint effect of service recovery types and times on customer satisfaction in lodging. Journal of Hospitality and Tourism Management, 38, 149-158.
Kazemiyan, M., Habibi, A., & Habibi, M. (2020). Investigating the effect of ease of use, perceived usefulness and social image of using mobile banking on customer attraction and customers' desire to use (Case study: Mobile Bank Tejarat users). Quarterly Journal of New Research Approaches in Management and Accounting, 5(28), 93-74. (in Persian)
Koufaris, M., & Hampton-Sosa, W. H. (2004). The development of initial trust in an online company by new customers. Inf. Manag. , 41(3), 377–397.
Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. J. Mark. , 76(4).
Liu, W., Shao, W., & Wang, Q. (2021). Psychological distance from environmental pollution and willingness to participate in second-hand online transactions: An experimental survey in China. Journal of Cleaner Production, 281, 101885. https://doi.org/10.1016/j.jclepro.2020.124656
Mohammadi, J. (2015). Multifaceted platforms 3rd International Conference on Management, Challenges and Solutions, Shiraz. (in Persian)
Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and thelikelihood of using a sharing economy option again. J.Consum. Beh. , 14(3), 193–207.
Murillo, D., Buckland, H., & Val, E. (2017). When the sharing economy becomes neoliberalism on steroids: unravelling the controversies. Technological Forecasting and Social Change, 125, 66–76.
Närvänen, E., Kartastenpää, E., & Kuusela, H. (2013). Online lifestyle consumption community dynamics: a practice‐based analysis J. Consum. Behav. , 12(5), 358–369.
Rust, R. T., & Zahorik, A. J. (1993). Customer Satisfaction, Customer Retention, and Market Share. Journal of Retailing, 69, 193-215. https://doi.org/10.1016/0022-4359(93)90003-2
Shahabfar, M. (2017). The effect of interactive marketing on customer satisfaction in convenience stores in Urmia [Master's Degree Azarabadgan Institute of Higher Education]. (in Persian)
Sihvonen, J., & Turunen, L. L. M. (2016). As good as new–valuing fashion brands in the online second-hand markets. J. Prod. Brand Manag, 25(3), 285–295.
Strowel, A., & Vergote, W. (2017). Digital Platforms: To Regulate or Not to Regulate? Research Observatory on Sharing Economy, Law and Society. http://ec.europa.eu/information_society/newsroom/image/document/2016-7/uclouvain_et_universit_saint_louis_14044.pdf
Thi Doan, T.-T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science Letters, 10(10), 2337-2342. https://doi.org/10.5267/j.msl.2020.3.001
Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, 102287. https://doi.org/10.1016/j.jretconser.2020.102287
Wolfinbarger, M., & Gilly, M. C. (2003). Evaluation of E-Service Quality: Dimensionalizing, Measuring and Predicting Etail Quality. Journal of Retailing, 79, 183-198.
Wolter, J. S., Bock, D., Smith, J. S., & Cronin Jr, J. J. (2017). Creating ultimate customer loyalty through loyalty conviction and customer-company identification. Journal of Retailing, 93(4), 458-476.
Won, J., & Kim, B.-Y. (2020). The Effect of Consumer Motivations on Purchase Intention of Online Fashion - Sharing Platform. Journal of Asian Finance, Economics and Business, 7(6), 197. https://doi.org/10.13106/jafeb.2020.vol7.no6.197