Identification and Evaluation Factors for Improving Online Shopping Based on Customer Experience in E-Start-ups in the Field of Health and Medical Care

Safavieh, Javad; Tabrizian, Bita; Andervazh, Leila; Albo Naiemi, Ebrahim

doi:10.22054/dcm.2022.67939.1090

Document Type : Original Article

Authors

¹ Ph.D. candidate, Marketing Management, Management and Accounting Department, Islamic Azad University, Roudehen Branch, Tehran, Iran

² Assistant Professor, Department of Management and Accounting, Islamic Azad University, Roudehen Branch, Tehran, Iran

³ Assistant Professor, Department of Business Management, Khorramshahr Branch, Islamic Azad University, Khorramshahr, Iran

⁴ Assistant Professor, Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

https://doi.org/10.22054/dcm.2022.67939.1090

Abstract

Purpose: Start-up businesses have attracted considerable attention regarding the new approach in the modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in e-commerce start-ups in the healthcare sector.
Method: This is an applied research conducted as a descriptive-survey. The target population includes all customers who used the electronic start-up services in the healthcare sector; out of which a sample of 384 individuals was selected using the Morgan table. A self-administered questionnaire was developed to collect the data which were analyzed using partial least squares and Smart-PLS software.
Findings: All research hypotheses were confirmed, and it was proved that factors such as customer respect, customer enjoyment, importance of time, information security, convenience, perceived experience, valuable experience, and perceived image experience have a positive effect on improving customers’ online shopping experience in e-commerce start-ups.
Conclusion: Applying the proposed model helps e-start-ups increase their performance by eliminating their shortcomings and boosting their strengths.

Keywords

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International Journal of Digital Content Management

Identification and Evaluation Factors for Improving Online Shopping Based on Customer Experience in E-Start-ups in the Field of Health and Medical Care

References

References

Volume 5, Issue 8
January 2024
Pages 229-246

Identification and Evaluation Factors for Improving Online Shopping Based on Customer Experience in E-Start-ups in the Field of Health and Medical Care

References

References

Volume 5, Issue 8January 2024Pages 229-246

Volume 5, Issue 8
January 2024
Pages 229-246