شناسایی عوامل موثر و مدلسازی پایداری خرید آنلاین در دوران پساکووید-19

نوع مقاله : مقاله پژوهشی

نویسندگان
علیرضا ماهپور 1
مهیار ملاجانی 2
امیرحسین باغستانی 1
1 استادیار، دانشکده مهندسی عمران، آب و محیط‌زیست، دانشگاه شهید بهشتی، ایران
2 کارشناسی ارشد، دانشکده مهندسی عمران، آب و محیط‌زیست، دانشگاه شهید بهشتی، ایران
10.22119/jte.2024.440281.2697
چکیده
با پیشرفت فناوری و استفاده بیشتر مردم از آن، شیوه آنلاین خرید ظرفیت مناسبی را برای کاهش آمار سفرهای خرید نشان داده ‌است. افزون بر استقبال روزافزون مردم از فعالیت‌های آنلاین، اثرات همه‌گیری کووید-19 مانند  ترس از بیماری و قرنطینه اعمال شده، بستر مناسبی را برای افزایش محبوبیت کسب‌وکارهای آنلاین در بین مردم به ‌وجود آورد. به جهت استقبال افراد از شیوه خرید آنلاین در دوران همه‌گیری، این مطالعه در نظر دارد تا به بررسی پایداری یا کاهش میزان خرید آنلاین افراد در دوران پس از پایان همه‌گیری و بررسی عوامل تأثیرگذار در آن بپردازد. در این تحقیق پرسش‌نامه‌ آنلاینی طراحی و میان شهروندان تهرانی پخش و 444 نمونه صحیح گردآوری شد. یک مدل‌ لوجیت دوگانه برای تحلیل داده‌ها و شناسایی عوامل مؤثر بر پایداری یا تغییرات در میزان خرید آنلاین در دوران پس از کرونا استفاده شد. تحلیل داده نشان می‌دهد که 72 درصد افراد پس از همه‌گیری همچنان بیش از دوران قبل از همه‌گیری خرید آنلاین انجام می‌دهند و عواملی چون سن، جنسیت، داشتن گواهینامه رانندگی، تجربه قبلی خرید آنلاین افراد، ازدحام ترافیک، دسترسی به حمل‌ونقل همگانی، صرفه مالی، راحتی و نگرش مثبت به یک شیوه خرید از عوامل تأثیرگذار هستند. نتایج این تحقیق می‌تواند در برنامه‌ریزی‌های آتی حمل‌ونقل و همچنین در مدیریت بهتر بحران‌های پیش رو کارگشا باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Identifying the Effective Factors and Modeling the Online Shopping Sustainability in the Post-COVID-19 Era

نویسندگان English

Alireza Mahpour 1
Mahyar Mollajani 2
Amirhossein Baghestani 1
1 Assistant Professor, Faculty of Civil, Water and Environmental Engineering, Shahid Beheshti University, Iran.
2 M.Sc, Faculty of Civil, Water and Environmental Engineering, Shahid Beheshti University, Iran
چکیده English

With the advancement and application of new technologies, online shopping has shown the capacity to reduce the number of shopping trips. In addition to the growing popularity of online activities among people, the emergence of the COVID-19 pandemic, due to issues such as fear of illness and imposed quarantine, provided a suitable platform for the increasing popularity of online businesses. Given the public's embrace of online shopping during the pandemic, this study aims to examine the stability or reduction in the rate of people's online shopping in the post-pandemic era and to investigate the influential factors in this respect. In this research, an online questionnaire was designed and distributed among citizens of Tehran through a number of online messaging groups, and 444 correct samples were collected. A binary logit model was used to analyze the data and identify the factors affecting the stability or changes in the online shopping rate in the post-COVID-19 era. Data analysis indicates that 72% of people continue to shop online more frequently than they did before the pandemic. Factors such as age, gender, having a driver's license, previous experience of online shopping, traffic congestion, access to public transportation, cost savings, convenience, and a positive attitude towards a shopping method are found to be influential. The results of this study can be helpful in future transportation planning as well as better management of upcoming crises.

کلیدواژه‌ها English

Shopping behavior change
Online shopping
Stability of change
Shopping trips
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فصلنامه مهندسی حمل و نقل
دوره 15، شماره 4 - شماره پیاپی 61
تابستان 1403
صفحه 4113-4126

  • تاریخ دریافت 12 بهمن 1402
  • تاریخ بازنگری 23 تیر 1403
  • تاریخ پذیرش 23 مرداد 1403