طراحی مدل تجربۀ واقع شدۀ خرید آنلاین مشتریان دیجی کالا در شرایط VUCA (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه شرکت ها موظف هستند تا تجربه ایی به یادماندنی و مثبت برای مشتری در محیط ووکا فراهم کنند. هدف از انجام دادن پژوهش حاضر طراحی مدل تجربه واقع شده خرید آنلاین مشتریان دیجی کالا در شرایط ووکاست. پژوهش حاضر از نظر هدف، بنیادی و کاربردی، از نظر روش تجزیه و تحلیل، کیفی با روش پدیدارشناسانه ، از نظر نحوه اجرا اکتشافی و توصیفی با رویکرد استقرایی و از نظر زمانی، مقطعی است. جامعه آماری این پژوهش 10 نفر از مشتریان دیجی کالا در شهر تهران است که در بازه زمانی دی تا اسفند ماه سال 1401 در شرایط ووکا خرید کالای دیجیتالی داشته اند که درنهایت، به صورت هدفمند و قضاوتی نمونه گیری شده اند. در پژوهش حاضر جهت بررسی روایی مصاحبه و سؤال های آن از روایی صوری و برای بررسی روایی فرآیند کدگذاری از روش درگیری مداوم، مشارکت با اعضای پژوهش و روش مثلث بندی استفاده شده است. همچنین، برای بررسی پایایی مصاحبه ها از روش پایایی بازآزمون استفاده شده است که نتیجه حاصل شده برابر با26/73% بود. در پژوهش حاضر 144 معنای تدوینی حاصل و در ادامه، 53 مضمون فرعی در راستای خوشه بندی نهایی در چهار مضمون اصلی ووکا (تلاطم، بی قطعیتی، ابهام و پیچیدگی) و با در نظر گرفتن تجربه مثبت و منفی دسته بندی شده است. نتایج نشان داد که تغییرات مکرر در قیمت ها، میزان ارز و دیگر عوامل می تواند برای مشتریان تردید و تنش ایجاد کند و درنهایت، منجر به تجربه های منفی شود. تجربه واقع شده خرید آنلاین مشتریان دیجی کالا با اجرای پایداری قیمت ها، ارائه اطلاعات کامل و دیگر راهکار ها می تواند بهبود و به دنبال آن رضایت مشتریان افزایش یابد.Designing the Online Shopping Experience Model of DigiKala Customers in VUCA Conditions
Today, it is essential for companies to create a memorable and positive experience for customers in the VUCA environment. The purpose of this research is to design a model of the actual online shopping experience of digital goods customers in VUCA conditions. This research is a basic and applied study in terms of its purpose. In terms of the method, this cross-sectional study is qualitative exploratory and descriptive using an inductive approach and the phenomenological method. The statistical population consisted of 10 digital goods customers in Tehran, who bought digital goods during the period of December 2022 to March 2022 and were sampled in a purposeful and judgmental way. The validity of the interview was approved by face validity. To check the validity of the coding process, the method of continuous engagement and participation with research members and triangulation was used. Regarding the reliability of the interviews, the test-retest reliability method was used, which was 73.26%. In this research, 144 compiled meanings and then 53 sub-themes were categorized in line with the final clustering in the four main themes of VUCA including volatility, uncertainty, complexity, and ambiguity. The results showed that frequent changes in prices, exchange rates, and other factors can cause doubts and tension for customers and lead to negative experiences. By implementing price stability, providing complete information, and other ways of working, the online shopping experience of Digikala customers can be improved. IntroductionCreating different experiences as a vital element in evaluation strategies can be valuable and can become a competitive advantage (Esmaeilpour & Mohseni, 2019). Researchers described the customer experience as a journey that includes direct or indirect interactions between the customer and the service provider. Actual customer experience originates from a set of interactions between a customer and a product, a company, or a part of the organization and causes a customer reaction. This experience is highly personal and refers to customer involvement on multiple levels (Shafie et al., 2019).Recently, the VUCA concept has been recognized for its digital transformation, technological advances in artificial intelligence, robotics, exchange platforms and the Internet, and fundamental changes in business models and industries (Rožman et al., 2023). The aim of the current study is to design a model that shows the online shopping experience of customers buying digital goods in the conditions of VUCA (Volatility, Uncertainty, Complexity, and Ambiguity). The present study seeks to examine the specific challenges and opportunities faced by customers when purchasing digital goods through an online platform, focusing on Digikala, an online sales site. MethodologyThis research is a basic and applied study in terms of its purpose. This cross-sectional study, in terms of the method, is qualitative exploratory and descriptive using an inductive approach and the phenomenological method. The statistical population includes customers who have purchased electronic devices from the DigiKala site in Tehran, and sampling has been done in a purposeful and judgmental way. The customers were either retail stores that bought from Digikala for their stores, or they were end consumers of electronic products. In this regard, first a semi-structured interview was conducted with 10 customers who bought electronic devices from Digikala until reaching the theoretical saturation point based on the defined protocols.Then, the interviews were transcribed. For more certainty, after reaching the point of theoretical saturation, 5 other people were interviewed, who did not provide new points. Therefore, it was ensured that 10 interviews were sufficiently effective. In order to check the validity of the coding process from continuous engagement and participation with the research members, triangulation was used. To check the reliability of the interviews, the retest reliability was used which was 73.26%. FindingsIn this research, the analysis of phenomenological data is done by reducing meaningful propositions into themes and then writing textual and structural descriptions. Based on the data obtained from the research questions raised in the form of an interview, the important propositions, sentences, and phrases that show how the experience of experts is formed regarding the phenomenon under study are identified. Then, the propositions with equal value are determined and the main themes are identified. This process is called horizontalization. Finally, by integrating and integrating the text and structure, the researcher writes a comprehensive description of the phenomenon. In order to analyze the data in connection with phenomenology, the seven-step collage method was used. ConclusionsIn this research, 144 compiled meanings, and then 53 sub-themes were categorized in line with the final clustering in the four main themes of VUCA including volatility, uncertainty, complexity, and ambiguity, along with considering positive and negative experience. Then, 29 negative themes and 24 positive themes were obtained. In the volatility section, sub-themes include price turbulence, instability in product showcases on the site, and the variable and influential price of dollars and currencies in goods. In relation to uncertainty, sub-themes include the uncertainty of the product delivery time, specific delivery time, clarity of the situation price, unpredictability of price, goods leaving the sales basket, and lack of different pricing in a fluctuating state. In connection with uncertainty, sub-themes include price uncertainty, the vagueness of the warranty situation, and the unclear status of the after-sales service. Regarding complexity, sub-themes include the complexity in identifying suppliers, different prices, and difficulty in getting information about the product, ease in calculating tax when buying from the site, lack of information for some products on the site. With respect to ambiguity, sub-themes were the ambiguity of the product and goods, the ambiguity of the supplier, the ambiguity of the authenticity of the site, and the use of other people's opinions about the product.The results showed that frequent changes in prices, exchange rates, and other factors can cause doubts and tension for customers and lead to negative experiences. By implementing price stability, providing complete information, and other ways of working, the online shopping experience of Digikala customers and their satisfaction can be improved.
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