دانلود مقاله عوامل موثر بر دفعات خرید آنلاین
چکیده
مقدمه
روش شناسی
نتیجه گیری
منابع
Abstract
Introduction
Methodology
Conclusions
References
چکیده
در طول قرنطینه همه گیر COVID-19، تعداد افرادی که به صورت آنلاین خرید می کنند در سراسر جهان افزایش یافته است و نیوزلند نیز از این قاعده مستثنی نیست. تا به امروز، اطلاعات کمی در مورد رفتارهای خرید آنلاین نیوزلندی ها در یک محیط همه گیر وجود دارد. این مقاله اولین تلاش را با بررسی عوامل مؤثر بر دفعات خرید آنلاین در نیوزیلند، کشوری که به طور گسترده به عنوان نمونه برتر برای مهار همه‌گیری COVID-19 در نظر گرفته می‌شود، ارائه می‌کند. یک مدل رگرسیون پواسون برای تجزیه و تحلیل داده‌های جمع‌آوری‌شده از طریق یک نظرسنجی آنلاین بین جولای و نوامبر 2020 استفاده می‌شود. نتایج تجربی نشان می‌دهد که فراوانی خرید آنلاین افراد به طور مثبت تحت تأثیر راحتی پرداخت، قیمت‌های رقابتی، زندگی در شهر و تعداد فرزندان است. اثربخشی درک شده از اقدام دولت در مبارزه با COVID-19، داشتن تجربیات ضعیف خرید آنلاین در گذشته و متاهل بودن، تعداد خرید آنلاین را کاهش می دهد.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
During the COVID-19 pandemic lockdown, the number of people shopping online has increased worldwide, and New Zealand is no exception. To date, little is known about the online shopping behaviours of New Zealanders in a pandemic environment. This paper provides the first attempt by exploring the factors affecting online shopping frequency in New Zealand, a country widely regarded as a paragon of excellence for containing the COVID-19 pandemic. A Poisson regression model is utilized to analyze data collected through an online survey between July and November 2020. The empirical results show that people's online shopping frequency is positively affected by payment convenience, competitive pricing, living in the city, and the number of children. The perceived effectiveness of the government's action in combating COVID-19, having poor past online shopping experiences, and being married reduce online shopping frequency.
Introduction
The COVID-19 pandemic has accelerated the transition to online shopping. Various factors, such as government mandates, lockdowns, physical distancing measures, limits on the number of concurrent customers in retail outlets, fear of contracting COVID-19 virus, and personal precautionary measures, have driven customers to shop online. Chang and Meyerhoefer (2021) found that an additional confirmed case of COVID-19 increases the number of online shopping customers by 4.9% in Taiwan. In India, online food shopping orders from BigBasket and GROFERS, two food e-commerce firms, increased sixfold between March and April 2020 (Reardon et al. 2021). New Zealand Post research shows that New Zealanders spent a total of $5.8 billion shopping online in 2020, which was about $1.2 billion more than in 2019.Footnote1 More people have adopted online shopping since the outbreak of the COVID-19 pandemic.
Conclusions
Online shopping surged in New Zealand during the outbreak of the COVID-19 pandemic in 2020. This paper makes the first attempt by investigating the factors influencing New Zealanders' online shopping frequency. Using a Poisson model, the paper discloses that payment convenience, competitive pricing, living in the city, and the number of children significantly and positively affect online shopping frequency. On the other hand, the perceived effectiveness of the government's action in combating COVID-19 pandemic, poor past online shopping experience, and being married reduces online shopping frequency. These findings may inform market segmentation, promotion initiatives, and e-commerce strategies in New Zealand. In particular, if online marketers and retailers can better understand their customers’ shopping behaviour or preferences, they can present goods and services more effectively to improve their offerings to strengthen their competitive advantage. Moreover, they suggest that the measures taken by the government during the pandemic strongly influence people's shopping preferences. These results also underscore the importance of ensuring that customers have a positive online shopping experience. This will generate repeat visits to online shopping platforms and increase the likelihood of acquiring new customers through positive word-of-mouth.