THE INFLUENCE OF E-COMMERCE ON DECREASING CUSTOMER'S STRESS WITH USING AHP METHOD
سال انتشار: 1392
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 588
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شناسه ملی سند علمی:
JR_IJOBM-1-1_003
تاریخ نمایه سازی: 9 اسفند 1393
چکیده مقاله:
Purpose –The aim of this research is a scientific assessment of stress decrease in customers that is one of reasons for using E- commerce in developed countries. Design/methodology/approach – This study applies the Analytic Hierarchy Process (AHP) method to evaluate the effect of using e-commerce on stress decrease in Iran. Then, a sensitivity analysis iscarried out to determine the critical factors that affected the priority of the alternatives.Findings – Overall, the study findings consider that the effect of stress decreasing factors in comparison to stress increasing factors in a scale with use of e-commerce is higher. That is, theamount of stress decrease with use of e-commerce is more than the amount of stress increase with useof e-commerce. It means 18.32 more than 4.924. As it was told in explanations above the use of ecommerce decreases stress 6 times more than unuse of e-commerce. Although, use of e-commerce in stressful factors causes stress increase 5 times more than unuse of e-commerce, the rate of stressincrease in comparison to stress decrease is about 4 less. Originality/value – Through this survey and getting establish one of other advantage of E-commercethat is stress decrease and at the moment, is in shape of a hypothesis ,we disclose the path for development of this technology in Iran.
کلیدواژه ها:
Electronic Commerce ، Customers ، Stress ، Information Technology ، Analytic Hierarch process Method
نویسندگان
Soheyl Sarmad Saidi
PhD level, Islamic Azad University Faculty Member-Tehran, Iran.
Soraya Baktiari Bbastaki
Department of management, Islamic Azad University Arak- Iran
Frashid Movaghar Moghaddam
Department of management, Branch, Islamic Azad University, Abade, Iran.