مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تدوین و اعتبارسنجی مدل اعتمادمشتریان به خدمات الکترونیکی در صنعت بیمه ؛ پژوهشی درپیامدهای بحران کرونا

نویسندگان
1 دکتری تخصصی ، مدیریت دولتی ، تصمیم گیری و خطی مش گذاری، دانشکده مدیریت و حسابداری ، دانشگاه ازاد اسلامی واحد علوم و تحقیقات تهران
2 دانشجوی دکتری ، مدیریت دولتی ، تصمیم گیری وخطی مش گذاری عمومی، دانشکده مدیریت و حسابداری ، دانشگاه ازاد اسلامی واحد تهران مرکز
3 عضو هیت علمی دانشگاه شهید بهشتی تهران ،مدیریت دولتی ، تصمیم گیری و خطی مش گذاری، دانشکده مدیریت و حسابداری ، شهید بهشتی، تهران ، ایران
10.52547/JABM.3.2.14344
چکیده
با شروع بحران پاندومی کرونا، عرضه خدمات عمومی و خصوصی به شکل الکترونیکی بیش از پیش مورد نظر رهبران دولت ها و مدیران کسب و کارها و فعالین اقتصادی همچون بازیگران صنعت بیمه قرارگرفته است. رشد فزاینده بحران در اکثر کشورها، پیش زمینه هایی جهت تغیرات اساسی در نحوه فعالیت اقتصادی را در صنایع متعدد همچون صنعت بیمه شکل داد. لذا تاکید بر رشد و توسعه خدمات به شکل الکترونیکی محوریت یافت. هدف این پژوهش تدوین و اعتبارسنجی مدل اعتمادمشتریان به خدمات الکترونیکی در صنعت بیمه در دوره پاندومی کرونا است .تحقیق حاضر از دیدگاه پارادایم شناسی اثبات‌گرا و به لحاظ مخاطب شناختی کاربردی، به لحاظ روش پیمایشی و به لحاظ قلمرو زمانی در حوزه تحقیقات مقطعی و از نظر جمع آوری داده‌ها نیز میدانی است. ابزار گردآوری داده‌ها در این پژوهش پرسشنامه استاندارد است، که شامل 22 سوال برای سنجش کل متغیرهای تحقیق است. روایی محتوا به وسیله ابزار CVI , CVR توسط پنل خبرگان تایید شد. روایی سازه مدل اندازه گیری (روایی واگرا+روایی همگرا) از طریق آزمون های میانگین واریانس استخراجی،فورنل و لارکر و ماتریس چند خصیصه و چند شاخص و پایایی مدل نیز با استفاده از ضریب آلفای کرونباخ، پایایی ترکیبی، پایایی اشتراکی، بررسی و تائید شد. جامعه آماری تحقیق حاضر را مشتریان صنعت بیمه تشکیل میدهند.با استفاده از نرم افزار تعیین حجم نمونه G power در سطح آلفای 1/0 و توان آزمون 85/ 0 درصد 234 نفر به عنوان نمونه نهایی تحقیق مورد بررسی قرار گرفتند. آزمون فرضیه ها مطابق با الگوریتم مدل سازی معادلات ساختاری واریانس محور با استفاده از نرم افزار SPSS,24و Smart:PLS,3 مورد بررسی قرار گرفت. نتایج نشان داد، اعتماد به اینترنت، کیفیت اطلاعات و کیفیت خدمات نقش بینی کننده در اعتماد به خدمات الکترونیک دارد. همچنین تسهیم اطلاعات نیز علاوه برتاثیر مثبت بر اعتماد به خدمات الکترونیکی، نقش تعدیلگر در رابطه اعتماد به اینترنت و اعتماد به خدمات الکترونیکی دارد.
کلیدواژه‌ها

عنوان مقاله English

Compilation and validation of the customer trust model for electronic services in the insurance industry; A research on the consequences of the Corona crisis

نویسندگان English

Fazel saydi 1
Neda Shahmirzalu 2
Behrouz ghlichlee 3
1 Doctorate in Public Administration, Decision Making and Linear Meshing, School of Management and Accounting, Islamic Azad University, Science and Research Branch, Tehran
2 PhD student, public administration, decision-making and general meshing, faculty of management and accounting, Islamic Azad University, Tehran branch, center of Tehran. Iran
3 Member of the academic staff of Shahid Beheshti University of Tehran, public administration, decision-making and linear meshing, Faculty of Management and Accounting, Shahid Beheshti, Tehran, Iran
چکیده English

With the start of the Corona pandemic crisis, the supply of public and private services in electronic form has become more and more desired by government leaders and business managers and economic activists such as insurance industry players. The increasing growth of the crisis in most countries created the background for fundamental changes in the way of economic activity in many industries such as the insurance industry. Therefore, emphasis was placed on the growth and development of electronic services. The purpose of this research is to formulate and validate the model of customers' trust in electronic services in the insurance industry during the Corona pandemic period. The present research is from the point of view of positivist paradigm and in terms of applied cognitive audience, in terms of survey method and in terms of time domain in the field of cross-sectional research and in terms of Data collection is also field. The data collection tool in this research is a standard questionnaire, which contains 22 questions to measure all research variables. Content validity was confirmed by CVI and CVR tools by a panel of experts. The construct validity of the measurement model (divergent validity + convergent validity) was measured through mean variance extraction, Fornell and Larker tests and multi-trait and multi-index matrix and model reliability using Cronbach's alpha coefficient, composite reliability, shared reliability, checking and confirming became. The statistical population of the current research is made up of customers of the insurance industry. Using G power sample size determination software, 234 people were examined as the final sample of the research at the alpha level of 0.1 and the test power of 0.85%. Hypotheses were tested according to variance-based structural equation modeling algorithm using SPSS, 24 and Smart:PLS, 3 software. The results showed that trust in the Internet, quality of information and quality of services have a predictive role in trusting electronic services. Also, information sharing, in addition to having a positive effect on trust in electronic services, has a moderating role in the relationship between trust in the Internet and trust in electronic services.

کلیدواژه‌ها English

Trust in electronic services
trust in the Internet
quality of information
quality of services
information sharing
insurance industry
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