ﺗﻮﺳﻌﻪ اﻟﮕﻮاﺧﻠﺎﻗﯿﺎت ﺧﺮدهﻓﺮوﺷﺎن اﻟﮑﺘﺮوﻧﯿﮏ و ﺗﺄﺛﯿﺮ آن ﺑﺮ ﺗﺼﻮﯾﺮ ﺧﺮدهﻓﺮوش و ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ

Developing E-Retailers Ethics Model and its Impact on Retailer Image and Competitive Advantage

ﻫﺪف: از ﻣﻬﻢﺗﺮﯾﻦ ﻋﻮاﻣﻠﯽ ﮐﻪ ﺑﻪﻃﻮر ﻓﺰاﯾﻨﺪهاي اﻓﮑﺎر و رﻓﺘﺎر ﺧﺮﯾﺪاران را ﺷﮑﻞ ﻣﯽدﻫـﺪ، رﻋﺎﯾـﺖ اﺧﻠﺎق و ﭘﺎﯾﺒﻨﺪي ﺑﻪ اﺻﻮل اﺧﻠﺎﻗﯽ در ﮐﺴﺐوﮐﺎرﻫﺎي اﻣﺮوزي ﻣﯽﺑﺎﺷﺪ. در اﯾـﻦ ﭘـﮋوﻫﺶ ﺑﺎﺗﻮﺟـﻪ ﺑـﻪ اﻓﺰاﯾﺶ ﮔﺮاﯾﺶ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺑﻪ ﺧﺮﯾﺪ اﻟﮑﺘﺮوﻧﯿﮑﯽ و ﻟﺰوم رﻋﺎﯾﺖ اﺧﻠﺎﻗﯿﺎت ﺗﻮﺳﻂ ﺧﺮدهﻓﺮوﺷﺎن ﺑﻪ ﺗﻮﺳﻌﻪ اﻟﮕﻮي اﺧﻠﺎﻗﯿﺎت ﺧﺮدهﻓﺮوﺷﺎن اﻟﮑﺘﺮوﻧﯿﮏ و ﺗﺄﺛﯿﺮ آن ﺑﺮ ﺗﺼﻮﯾﺮ ﺧﺮدهﻓـﺮوش و ﻣﺰﯾـﺖ رﻗـﺎﺑﺘﯽ ﭘﺮداﺧﺘﻪ ﻣﯽﺷﻮد. روش: اﯾﻦ ﭘﮋوﻫﺶ در ﺑﺨﺶ ﮐﯿﻔﯽ از ﻧﻮع ﺑﻨﯿﺎدي و در ﺑﺨﺶ ﮐﻤﯽ از ﻧﻮع ﺗﻮﺳﻌﻪاي ﻣﯽﺑﺎﺷﺪ. روش ﻣﻮرد اﺳﺘﻔﺎده در اﯾﻦ ﭘﮋوﻫﺶ در ﺑﺨﺶ ﮐﯿﻔﯽ ﺗﺤﻠﯿﻞ ﺗﻢ و در ﺑﺨﺶ ﮐﻤـﯽ، ﭘﯿﻤـﺎﯾﺶ ﭘﺮﺳﺸـﻨﺎﻣﻪ اي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺑﺨﺶ ﮐﯿﻔﯽ را ﻣﺘﺨﺼﺼﺎن ﺣﻮزه ﺑﺎزارﯾﺎﺑﯽ اﯾﻨﺘﺮﻧﺘﯽ و اﺧﻠﺎق ﮐﺴـﺐوﮐﺎر و ﺟﺎﻣﻌـﻪ آﻣﺎري ﺑﺨﺶ ﮐﻤﯽ را 342 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎﻧﯽ ﮐﻪ ﺑﻪ ﺻﻮرت اﻟﮑﺘﺮوﻧﯿﮏ از وبﺳـﺎﯾﺖ دﯾﺠﯽﮐﺎﻟـﺎ ﺧﺮﯾـﺪ ﻣﯽﮐﻨﻨﺪ ﺗﺸﮑﯿﻞ ﻣﯽدﻫﺪ. اﺑﺰار ﮔﺮدآوري دادهﻫﺎي ﮐﻤﯽ، ﭘﺮﺳﺶﻧﺎﻣﻪ ﻣﺤﻘﻖﺳﺎﺧﺘﻪ ﺑﻮده اﺳﺖ ﯾﺎﻓﺘﻪﻫﺎ: ﺗﺤﻠﯿﻞ دادهﻫﺎ ﺑﻪ روش ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺎﯾﯿﺪي ﺑﺎ اﺳـﺘﻔﺎده از ﻧﺮماﻓﺰارﻫـﺎي اِسﭘـﯽاِساِس و ﭘﯽاِلاس اﻧﺠﺎم ﺷﺪهاﺳـﺖ. اﻟﮕﻮﺗﻮﺳـﻌﻪﯾﺎﻓﺘﻪ اﺧﻠﺎﻗﯿـﺎت ﺧﺮدهﻓﺮوﺷـﺎن اﻟﮑﺘﺮوﻧﯿـﮏ ﺷـﺎﻣﻞ ﺷـﺶ ﺑُﻌـﺪ ﻣﯽﺑﺎﺷﺪ: 1. ﺣﺮﯾﻢ ﺧﺼﻮﺻﯽ، 2. اﻣﻨﯿﺖ، 3. ﻗﺎﺑﻠﯿﺖ اﻋﺘﻤﺎد/ﺗﻌﻬﺪ، 4. ﻋﺪم ﻓﺮﯾﺐﮐﺎري، 5. ﺧﯿﺮﺧـﻮاﻫﯽ و 6. ﺣﺮﻓﻪاي ﮔﺮاﯾﯽ. ﻧﺘﯿﺠﻪ ﮔﯿﺮي: ﺑﺮاﺳﺎس ﯾﺎﻓﺘﻪﻫﺎي ﺑﺨﺶ ﮐﻤﯽ ﭘﮋوﻫﺶ، اﺧﻠﺎﻗﯿﺎت ﺧﺮدهﻓﺮوﺷﺎن اﻟﮑﺘﺮوﻧﯿﮏ ﺑـﺮ ﺗﺼـﻮﯾﺮ ﺧﺮدهﻓﺮوش و ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺘﯽ دارد.

Objective: It is the ethics and commitment to morals in today’s business that are of the most important factors that shape the buyer is thinking and manners on a growing basis. The present, due to the increasing tendency of consumers to buy electronically and the need to observe ethics by retailers, expand the ethics among e-retailers with its impact on retailer’s image . Methodology: In the realm of qualitative research, this study is fundamental, and in terms of quantitative research, it is developmental. The research method in the qualitative study is thematic analysis and in the quantitative study is questionnaire. The statistical population in the qualitative research consists of internet (online) marketing and business ethics experts. In the quantitative part, the statistical population encompasses 342 customers that shop online from Digi Kala. The quantitative data were collected through a self-administered questionnaire. Finding: Data were also analyzed through confirmatory factor analysis by means of SPSS and PLS.The expanded qualitative model of e-retailers’ ethics consists of six dimensions: 1-Privacy 2-security 3-commitment/reliability 4-non-deception 5-benevolance 6-professionalism. Conclution: According to the findings from the quantitative research, e-retailers’ ethics positively impact e-retailers’ image and competitive advantage