تقييم تجربة استخدام المستهلك المصري لتطبيقات كوبونات الخصم والاسترداد النقدي عبر الهواتف الذكية – (دراسة ميدانية في ضوء نموذج S.O.R)

نوع المستند : المقالة الأصلية

المؤلف

كلية الإعلام ،جامعة عين شمس

المستخلص

هدفت الدراسة إلى تقييم تجربة استخدام المستهلك المصري لتطبيقات كوبونات الخصم والاسترداد النقدي عبر الهواتف الذكية، من خلال تقديم نموذج نظري مقترح في ضوء متغيرات نموذج المثيرات والاستجابةS.O.R ؛ للوقوف على دور أبعاد جودة هذه التطبيقات: (جودة النظام-جودة الخدمة-جودة المعلومات)، ودور أبعاد قيمة العميل: (القيمة الوظيفية- القيمة العاطفية - القيمة الاقتصادية/ المالية-القيمة الاجتماعية) في تشكيل الاستجابة السلوكية للمستهلك المصري نحو هذه التطبيقات. وهي دراسة وصفية اعتمدت على منهج المسح، باستخدام أداة الاستبانة الإلكترونية، وقد طُبقت على عينة عمدية قوامها 366 مبحوثًا من مستخدمي تطبيقات كوبونات الخصم والاسترداد النقدي عبر الهواتف الذكية. وأظهرت النتائج ثبوت صحة فرضيات النموذج النظري المقترح كامتداد لنموذج S.O.R، فقد تبين أهمية دور أبعاد جودة تطبيقات كوبونات الخصم والاسترداد النقدي، خاصةً بُعد جودة النظام، في تشكيل الاستجابة السلوكية لدى المبحوثين تجاه هذه التطبيقات، واتضح فاعلية الدور الوسيط لمتغيرات قيمة العميل وثقة المستهلك ورضا المستهلك في التأثير على العلاقة بين أبعاد جودة تطبيقات كوبونات الخصم والاستجابة السلوكية للمبحوثين نحوها. وكشفت النتائج أن المبحوثين عينة الدراسة راضون عن تجربة استخدامهم لهذه التطبيقات، ولديهم نوايا إيجابية نحو الاستمرار في استخدام هذه التطبيقات في المستقبل.

الكلمات الرئيسية

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