آینده خرید آنلاین در شرکت دیجی‌کالا: چگونه فناوری نوین اینترنت اشیاء و قابلیت‌های بازاریابی هوشمند، قصد خرید آنلاین را متحول می‌کنند؟

نوع مقاله : پژوهشی

نویسندگان

1 استاد و عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان

2 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران

چکیده

امروزه، تحول سریع فناوری‌ اینترنت اشیاء و سیستم‌های بازاریابی هوشمند، الگوی رفتار مشتریان در خرید آنلاین را به‌طور بنیادین دگرگون کرده است. بررسی نقش این فناوری‌ها در شکل‌دهی قصد خرید آنلاین، برای کسب‌وکارهایی مانند دیجی‌کالا ضروری است تا بتوانند مزیت رقابتی پایدار و تجربه خرید شخصی‌سازی‌شده ایجاد کنند؛ لذا، هدف اصلی این پژوهش بررسی تاثیر فناوری اینترنت اشیاء بر قصد خرید آنلاین با میانجی‌گری قابلیت‌های هوشمندی بازاریابی در شرکت دیجی کالا بود. پژوهش حاضر از نظر هدف کاربردی و از لحاظ جمع‌آوری داده‌ها توصیفی-پیمایشی است. همچنین، این تحقیق به‌ صورت میدانی انجام شده است. جامعه آماری شامل 384 نفر از مشتریان شرکت دیجی کالا بود. حجم نمونه با استفاده از جدول مورگان، 384 مشتری با روش نمونه‌گیری در دسترس و پخش پرسش‌نامه به صورت آنلاین با استفاده از شبکه‌های اجتماعی همچون تلگرام و اینستاگرام انجام گردید. تجزیه و تحلیل داده‌ها با استفاده از روش معادلات ساختاری و نرم‌افزارهای SPSS 25 و SmartPLS 3 انجام گرفت. یافته­های پژوهش نشان داد که اینترنت اشیاء بر قصد خرید و قابلیت‌های هوشمندی بازاریابی تأثیر مثبت و معناداری دارد. همچنین، قابلیت‌های هوشمندی بازاریابی بر قصد خرید تأثیر مثبتی دارد. در نهایت؛ نتایج پژوهش نشان می­دهد که قابلیت‌های هوشمندی بازاریابی رابطه بین فناوری اینترنت اشیا بر قصد خرید را میانجی‌گری می‌کند. از این مطالعه می­توان نتیجه گرفت که قابلیت‌های هوشمندی بازاریابی به‌عنوان یک میانجی کلیدی، ظرفیت‌های فنی اینترنت اشیاء را به استراتژی‌های عملیاتی تبدیل کرده و موجب تقویت ارتباط با مشتری و افزایش نهایی قصد خرید آنلاین می‌شود.

کلیدواژه‌ها


عنوان مقاله [English]

The Future of Online Shopping in Digikala: How Internet of Things Technologies and Marketing Intelligence Capabilities are Transforming Purchase Intent

نویسندگان [English]

  • Abbasali Rastgar 1
  • Hooshmand Bagheri Garbollagh 2
1 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university
2 Assistant Professor, Department of Business Management, Faculty of Economics, Management, Urmia University, Urmia, Iran
چکیده [English]

Nowadays, the rapid development of Internet of Things (IoT) technologies and intelligent marketing systems has fundamentally transformed customer behavior patterns in online shopping. Examining the role of these technologies in shaping purchase intention is essential for businesses such as Digikala to create sustainable competitive advantages and personalized shopping experiences. Accordingly, the present study investigates the impact of IoT technology on online purchase intention, with the mediating role of marketing intelligence capabilities in the Digikala industry. This research is applied in its purpose and descriptive‑survey in terms of data collection, belonging to the correlational type, and was conducted in a field setting. The statistical population consists of 384 Digikala customers. Based on Morgan’s table, a sample size of 384 customers was selected using convenience sampling, and questionnaires were distributed both in person and online through social networks such as Telegram and Instagram. Data analysis was performed using structural equation modeling with SPSS 25 and SmartPLS 3 software. The findings indicate that IoT has a positive and significant effect on purchase intention and marketing intelligence capabilities. Moreover, marketing intelligence capabilities positively influence purchase intention. Finally, the results confirm that marketing intelligence capabilities mediate the relationship between IoT technology and purchase intention. This study demonstrates that marketing intelligence capabilities serve as a pivotal mediator, effectively transforming the technical capacities of the Internet of Things (IoT) into actionable strategic frameworks, thereby strengthening customer engagement and ultimately driving online purchase intention.

کلیدواژه‌ها [English]

  • Internet of Things
  • Online Shopping Intention
  • Marketing Intelligence
  • Digikala
منابع
کریمی، حسین، محمدجواد جمشیدی، میلاد بخشم، (1402). شناسایی مولفه­ها و شاخص­های پیشران در مدیریت زنجیره تامین سبز مبتنی بر اینترنت اشیاء، فصلنامه مطالعات مدیریت صنعتی، 21(69)، 129-160. https://doi.org/10.22054/jims.2023.65741.2752
ممیز، آیت­الله، یدالهی فارسی، جهانگیر، صاحبی، مریم (1404). مدل چندسطحی پذیرش اینترنت اشیاء در خدمات مالی: پیامدها برای بازاریابی هوشمند، نشریه مدیریت بازاریابی هوشمند، 6(4)، 11-33. JABM.3.2.15564.654985.41568
 
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