طراحی الگوی پیشایندها و پسایندهای خلق تجربیات مشتریان رسانه‌های دیجیتالی

نوع مقاله: علمی-

نویسنده

استادیار گروه مدیریت رسانه، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران

چکیده

هدف پژوهش حاضر طراحی الگوی پیشایندها و پسایندهای خلق تجربیات مشتریان رسانه­های دیجیتالی اینترنتی می‌باشد. تحقیق از لحاظ روش کیفی-کمی و از لحاظ نوع، توسعه‌ای است. در همین راستا و در فاز کیفی، ابعاد، مؤلفه‌ها و شاخص‌ها بر اساس مطالعات جامع مبانی نظری و تحلیل محتوی آن‌ها استخراج گردیدند. در فاز کمی و در مرحله اول پرسشنامه‌ای حاوی ابعاد و مؤلفه‌های الگوی پیشنهادی در اختیار خبرگان قرار گرفت و پس از انجام برخی اصلاحات تناسب آن تایید گردید. سپس در مرحله دوم و با استفاده از تکنیک دلفی فازی پرسشنامه‌ای مشتمل بر 82 شاخص طراحی و در اختیار خبرگان قرار گرفت که طی دو مرحله (فازی دومرحله‌ای) 42 شاخص حذف و 9 شاخص دیگر اضافه شدند (مجموعاً 49 شاخص). جامعه آماری پژوهش حاضر با استناد به روش دلفی فازی متشکل از 10 نفر از خبرگان است که با استفاده از روش نمونه‌گیری قضاوتی انتخاب گردیدند. در نهایت چارچوب مفهومی الگوی پیشایندها و پسایندهای خلق تجربیات مشتریان رسانه­های دیجیتالی با 5 بعد، 13 مؤلفه و 49 شاخص طراحی و ارائه گردید که به توسعه دانش نظری در زمینه پیشایندها و پسایندهای خلق تجربه مشتریان کمک شایانی نموده است.

کلیدواژه‌ها


عنوان مقاله [English]

Designing the Model for Antecedents and Consequences Creation of Customers Experiences on Digital Media

نویسنده [English]

  • Abolfazl Danaie
Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran.
چکیده [English]

The paper’s purpose is to design antecedents and consequences model of Digital Mediacustomer experience. In addition, the research is qualitative-quantitative and developmental method. In this regard, in the qualitative phase, dimensions, components and indicators extracted based on comprehensive and deep studies of theoretical foundations and their content analysis. In the first phase, a questionnaire containing the dimensions and components of the proposed model presented to the experts and after confirmation of some of the details, it approved. Then, in the second phase, using a fuzzy Delphi technique, a questionnaire containing 82 indicators designed and made available to experts. In two stages, (two stage phases), 42 indicators were deleted and 9 other indicators were added (49 indicators).The statistical population of the present study is a Delphi-based fuzzy method that consists of 10 experts who selected using a judgment sampling method. Finally, the conceptual framework of the model for the antecedents and consequences of Internet experiences with 5 dimensions, 13 components and 49 indicators was developed and presented, which contributed to the development of theoretical knowledge in the field of advancement and development of customer experience.

کلیدواژه‌ها [English]

  • Internet Customers
  • Website Design Elements
  • Internet Customer Experience
  • Purchase decision
  • Post Purchase Intentions
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