مدل‌سازی و تحلیل تأثیر خرید اینترنتی بر تعداد و طریقه‌ی سفر با هدف خرید (مطالعه موردی: شهر اصفهان)

نوع مقاله : علمی - پژوهشی

نویسندگان
ارشیا نجاتی 1
حسین حق شناس 2
علیرضا صاحبقرانی 3
1 کارشناس ارشد برنامه‌ریزی حمل‌ونقل، دانشکده مهندسی حمل‌ونقل، دانشگاه صنعتی اصفهان، اصفهان، ایران
2 دانشیار، دانشکده مهندسی حمل‌ونقل، دانشگاه صنعتی اصفهان، اصفهان، ایران
3 استادیار، دانشکده مهندسی حمل‌ونقل، دانشگاه صنعتی اصفهان، اصفهان، ایران
10.22119/jte.2024.393185.2664
چکیده
هدف خرید یکی از مهمترین اهداف روزانه‌ی شهروندان به شمار می‌رود که معمولاً برای بررسی، آزمون، کسب اطلاعات و خرید کالاها و خدمات مختلف انجام می‌شود. امروزه با فراگیر شدن فرآیند خرید اینترنتی، رفتار سفر مرتبط با خرید دچار تغییراتی شده است. خرید اینترنتی می‌تواند جایگزین خریدهای حضوری و رفت‌و‌آمدهای غیر ضروری شود. پژوهش حاضر با هدف تحلیل اثرات خرید اینترنتی بر رفتار سفر در زمینه‌ی تعداد و طریقه‌ی سفرهای خرید در شهر اصفهان انجام گرفته است. عوامل پیش‌بینی کننده‌ی رفتار خرید اینترنتی و حضوری در این پژوهش شامل ویژگی‌های جمعیت شناختی، تجربیات اینترنتی، معیارهای محیط ساخته شده و نگرش‌ها (مؤلفه‌های روانشناختی) است. به منظور گردآوری داده‌ها از ابزار پرسشنامه استفاده شده است. 400 پرسشنامه به دو شیوه‌ی ترکیبی حضوری و مجازی به صورت نمونه‌گیری در دسترس و داوطلبانه میان افراد ساکن در مناطق پانزده گانه اصفهان توزیع و جمع‌آوری گردید. متغیرهای سنجش محیط ساخته شده شامل دسترسی به ایستگاه‌های حمل‌ونقل همگانی، اختلاط کاربری، تراکم جمعیت، شدت کاربری تجاری و دسترسی به مراکز خرید بوده که محاسبات آنها در نرم افزارArcGIS 10  صورت گرفته. از مدل‌سازی معادلات ساختاری و نرم افزار AMOS 24 به منظور تحلیل تعداد سفر و از مدل رگرسیون لجستیک دو جمله‌ای در نرم افزارSPSS24  جهت تحلیل طریقه‌ی سفر استفاده شد. نتایج حاصل از پژوهش بیان می‌کند که نگرش افراد در رفتار خرید بر هر دو شیوه تأثیرگذار است اما محیط ساخته شده و تجربیات اینترنتی تنها بر خرید اینترنتی تأثیر می‌گذارند. همچنین نگرش و محیط ساخته شده در ارتباط با رفتار خرید دارای همبستگی می‌باشند. ارتباط میان تعداد خرید اینترنتی ‌و تعداد سفرهای خرید(خرید حضوری) به صورت مستقیم می‌باشد و همچنین، تعداد خرید اینترنتی ارتباط معناداری با هیچ‌کدام از طریقه‌های شخصی، همگانی و فعال ندارد. به این ترتیب خرید اینترنتی ضرورتاً سبب تغییرِ طریقه‌ی سفر و کاهش سهم استفاده از خودرو در سفرهای خرید نخواهد شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Modeling and Analyzing the Effect of Online Shopping on Frequency and Mode of Shopping Trip (Case Study: The City of Isfahan, Iran)

نویسندگان English

Arshia Nejati 1
Hossein Haghshenas 2
Alireza Sahebgherani 3
1 MSc. of Transportation Engineering, Department of Transportation Engineering, Isfahan University of Technology, Isfahan, Iran
2 Associate Professor, Department of Transportation Engineering, Isfahan University of Technology, Isfahan, Iran
3 Assistant Professor, Department of Transportation Engineering, Isfahan University of Technology, Isfahan, Iran
چکیده English

Shopping is one of the most important purposes of travel demanded by citizens, which is usually done for checking, testing, obtaining information and paying for various goods and services. Nowadays, regarding the trend of online shopping, the travel behavior related to shopping undergoes several changes. Online shopping can substitute in-store shopping and unnecessary trips. This study fulfills the aim of analyzing the effects of online shopping on travel behavior in the context of the frequency and mode of shopping trips in the city of Isfahan, Iran. Factors predicting online and in-store shopping behavior in this research include demographic characteristics, internet experiences, built environment measures and attitudes. A questionnaire was used to collect data. 400 in person and virtual questionnaires were distributed among people living in 15 districts of Isfahan. Measurement of the built environment, including access to transportation stations, land mix uses, population density, commercial use density, and access to shopping centers, were conducted in ArcGIS 10 software. Structural equation modeling and AMOS 24 software were used to analyze the frequency of trips, and binomial logistic regression model was used in SPSS 24 software to analyze the mode of trips. The results of the research showed that people's attitudes affect frequency of online and in-store shopping. In contrast, the built environment and internet experiences only affect the frequency of online shopping. Findings also represented that the relationship between the frequency of online shopping and the frequency of shopping trips (in-store shopping) is direct. In addition, the frequency of online shopping has no significant effect on the private, public, and active modes. This way, online shopping does not change mode and does not reduce the share of car use in shopping trips.

کلیدواژه‌ها English

Travel Behaviour
Online Shopping
Structural Equation Modeling
Built Environment
Attitude
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  • تاریخ دریافت 30 فروردین 1402
  • تاریخ بازنگری 09 خرداد 1402
  • تاریخ پذیرش 10 خرداد 1402