دوره 2، شماره 8 - ( 6-1398 )
جلد 2 شماره 8 صفحات 124-97 |
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norouzi H, niakan M. The effect of systems interaction possibility of electronic word of mouth advertising and E_ quality on E_ loyalty with the moderating role of decision support satisfaction. Journal title 2019; 2 (8) :97-124
URL: http://jde.khu.ac.ir/article-1-99-fa.html
URL: http://jde.khu.ac.ir/article-1-99-fa.html
نوروزی حسین، نیاکان مریم. تاثیر قابلیت تعاملی تبلیغات دهان به دهان الکترونیکی و کیفیت الکترونیکی بر وفاداری الکترونیکی بیمهگذاران با در نظر گرفتن نقش میانجی رضایت از پشتیبانی تصمیم. عنوان نشریه. 1398; 2 (8) :97-124
دانشگاه خوارزمی
چکیده: (1658 مشاهده)
انقلاب اینترنتی و فناوری ارتباطات و اطلاعات، جهان را دگرگون کرده و بیش از همه دسترسی به اطلاعات و ارتباط افراد با همدیگر را در سراسر گیتی امکان‌پذیر ساخته است. در این فضای جدید، تکیه بر ارتباطات دهان به دهان الکترونیکی میتواند راهی برای دستیابی به مزیت رقابتی باشد. با توجه به نقش فراگیر فناوریهای نو در صنایع خدماتی و همچنین بهدلیل اهمیت وفاداری مشتریان در صنعت بیمه، هدف از این پژوهش بررسی تاثیر قابلیت تعاملی تبلیغات دهان به دهان الکترونیکی و کیفیت الکترونیکی بر وفاداری الکترونیکی بیمهگذاران میباشد که در این میان دو متغیر رضایت از پشتیبانی تصمیم و اعتماد الکترونیکی به عنوان متغیرهای میانجی در نظر گرفته شده است. جامعه آماری این پژوهش، کلیه مشتریان بیمه ملت که به صورت اینترنتی از خدمات آن شرکت استفاده کردهاند، میباشد. برای آزمون فرضیههای مربوطه و تجزیه و تحلیل دادهها، از روش مدلسازی معادلات ساختاری استفاده شد. نتایج مطالعه نشان داد که قابلیت تعاملی تبلیغات دهان به دهان الکترونیکی تاثیر مثبت و معناداری بر کیفیت الکترونیکی دارد و همچنین کیفیت الکترونیکی تاثیر مثبت و معناداری بر اعتماد الکترونیکی و رضایت از پشتیبانی تصمیم دارد. طبق نتایج تحقیق، رضایت از پشتیبانی تصمیم و اعتماد الکترونیکی نیز تأثیر مثبت و معناداری بر وفاداری الکترونیکی دارند. در حالیکه نتایج نشان میدهد بین متغیرهای قابلیت تعاملی سیستمهای تبلیغاتی دهان به دهان و رضایت از پشتیبانی تصمیم هیچ ارتباط معناداری وجود ندارد.
واژه‌های کلیدی: تبلیغات دهان به دهان الکترونیکی، کیفیت الکترونیکی، اعتماد الکترونیکی، رضایت از پشتیبانی تصمیم
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