چکیده:
اﻣﺮوزه اﯾﻨﺘﺮﻧﺖ و ﻓﺮوﺷﮕﺎهﻫﺎی آﻧﻼﯾﻦ ﻧﻘﺶ ﺑﺴﺰاﯾﯽ در زﻧﺪﮔﯽ ﻣﺮدم و راﺣﺘﯽ آنﻫﺎ دارد. رﺷﺪ و ﭘﯿﺸﺮﻓﺖ ﻓﺮوﺷﮕﺎهﻫﺎی آﻧﻼﯾﻦ، اﻣﮑﺎﻧﺎت و ﺧﺪﻣﺎت ﻣﺘﻨﻮﻋﯽ را ﺑﺮای ﮐﺎرﺑﺮان ﺑﻪ ارﻣﻐﺎن آورده اﺳﺖ ﮐﻪ ﯾﮑﯽ از اﯾﻦ ﺧﺪﻣﺎت، ﻫﻤﮑﺎری در ﻓﺮوش اﺳﺖ. ﺑﻪ اﯾﻦ ﻣﻌﻨﯽ ﮐﻪ ﻓﺮوﺷﻨﺪﮔﺎن ﻣﯽﺗﻮاﻧﻨﺪ اﺟﻨﺎس و ﺧﺪﻣﺎت ﺧﻮد را از ﻃﺮﯾﻖ ﭘﻠﺘﻔﺮم ﯾﺎ ﺳﺎﯾﺘﯽ ﺑﻔﺮوﺷﻨﺪ. اﯾﻦ اﻣﺮ ﺑﺪان ﻣﻌﻨﯽ اﺳﺖ ﮐﻪ ﻣﺸﺘﺮﯾﺎن ﺑﺎ ﻣﺮاﺟﻌﻪ ﺑﻪ ﯾﮏ ﺳﺎﯾﺖ ﻣﯽﺗﻮاﻧﻨﺪ داﻣﻨﻪ وﺳﯿﻌﯽ از ﺧﺮﯾﺪﻫﺎ و ﻧﯿﺎزﻫﺎی ﺧﻮد را ﭘﻮﺷﺶ دﻫﻨﺪ. ﺛﺎﺑﺖ ﺷﺪه اﺳﺖ ﮐﻪ ﻣﺸﺘﺮﯾﺎن ﺗﻤﺎﯾﻞ ﺑﻪ ﮐﻠﯿﮏ ﮐﻤﺘﺮ دارﻧﺪ و ﻫﻤﭽﻨﯿﻦ رﺳﯿﺪن ﺑﻪ ﻫﺪف در ﮐﻤﺘﺮﯾﻦ زﻣﺎن ﺑﺮاﯾﺸﺎن ﺗﺠﺮﺑﻪ ی ﺧﻮﺷﺎﯾﻨﺪی اﺳﺖ. ﻫﻤﮑﺎری در ﻓﺮوش از ﻃﺮﯾﻖ ﭘﻠﺘﻔﺮمﻫﺎ و ﺳﺎﯾﺖﻫﺎی ﻣﻌﺘﺒﺮی ﮐﻪ اﯾﻦ اﻣﮑﺎن را ﻓﺮاﻫﻢ آورده اﻧﺪ در راﺳﺘﺎی رخ دادن اﯾﻦ ﻣﻬﻢ اﺳﺖ. ﺑﻨﺎﺑﺮاﯾﻦ ﺑﺴﯿﺎری از ﭘﻠﺘﻔﺮمﻫﺎ و ﺳﺎﯾﺖﻫﺎ اﻗﺪام ﺑﻪ ﭘﺬﯾﺮش ﻓﺮوﺷﻨﺪﮔﺎن ﻣﯽﮐﻨﻨﺪ. از ﻃﺮﻓﯽ ﺑﺮای ﻫﻤﮑﺎری در ﻓﺮوش ﻣﻌﯿﺎرﻫﺎﯾﯽ از ﺟﺎﻧﺐ ﺳﺎﯾﺖ ﯾﺎ ﭘﻠﺘﻔﺮم ﻣﯿﺰﺑﺎن ﻟﺤﺎظ ﻣﯽﺷﻮد ﮐﻪ در اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ ﺑﺮرﺳﯽ اﯾﻦ ﻣﻌﯿﺎرﻫﺎ ﭘﺮداﺧﺘﻪ ﺷﺪه اﺳﺖ.
ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﻪ ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدی ﺑﻪ ﻟﺤﺎظ ﺷﯿﻮه ﮔﺮدآوری دادهﻫﺎ ﺗﻮﺻﯿﻔﯽ - اﮐﺘﺸﺎﻓﯽ اﺳﺖ. ﻫﻤﭽﻨﯿﻦ از ﻧﻈﺮ زﻣﺎن ﮔﺮدآوری دادهﻫﺎ ﻣﻘﻄﻌﯽ ﻣﯽﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎری اﯾﻦ ﺗﺤﻘﯿﻖ را ﮐﺎرﺷﻨﺎﺳﺎن و ﻣﺘﺨﺼﺼﺎن ﻓﺮوش در ﺷﺮﮐﺖ دﯾﺠﯽﮐﺎﻻ در ﺑﺨﺶﻫﺎی ﻣﺮﺑﻮط ﺑﻪ ﭘﺬﯾﺮش ﻓﺮوﺷﻨﺪﮔﺎن) marketplace و ﺑﺨﺶ ارزﯾﺎﺑﯽ ﮐﯿﻔﯽ (ﺗﺸﮑﯿﻞ ﻣﯽدﻫﻨﺪ ﮐﻪ ﺷﺎﻣﻞ 20 ﻧﻔﺮ ﻣﯽﺑﺎﺷﻨﺪ. در اﯾﻦ ﺗﺤﻘﯿﻖ از روش ﻧﻤﻮﻧﻪ ﮔﯿﺮی ﻫﺪﻓﻤﻨﺪ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ و اﺑﺰار ﮔﺮدآوری دادهﻫﺎ در اﯾﻦ ﻣﻄﺎﻟﻌﻪ ﻣﺼﺎﺣﺒﻪ ﻣﯽﺑﺎﺷﺪ و در ﻧﻬﺎﯾﺖ ﺑﺎ ﮐﺪﮔﺬاری ﺳﻪ ﮔﺎﻧﻪ ﺑﻪ روش ﮔﺮاﻧﺪدﺗﺌﻮری، ﻣﺪﻟﯽ اراﺋﻪ ﺷﺪ. ﻧﺘﺎﯾﺞ اﯾﻦ ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽدﻫﺪ ﻣﻌﯿﺎرﻫﺎی اﻋﺘﻤﺎد، ﺧﺪﻣﺎت ﭘﺲ از ﻓﺮوش، ﻗﯿﻤﺖ، رﯾﺴﮏ ادراک ﺷﺪه، ﻣﺤﺘﻮا، ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮﻻت، ارزش ادراک ﺷﺪه، ﻧﻮع ﻣﺤﺼﻮل، ﺗﺼﻮﯾﺮ ذﻫﻨﯽ ﺑﺮﻧﺪ، ﺳﻮدﻣﻨﺪی و ﮐﯿﻔﯿﺖ ﺳﺎﯾﺖ ﯾﺎ ﻓﺮوﺷﮕﺎه ﺑﻪ ﺗﺮﺗﯿﺐ اوﻟﻮﯾﺖ ﺟﺰ ﻣﻌﯿﺎرﻫﺎی ﭘﺬﯾﺮش دﯾﺠﯽﮐﺎﻻ ﺟﻬﺖ ﭘﺬﯾﺮش ﻓﺮوﺷﻨﺪﮔﺎن اﺳﺖ.
The internet and online stores have a role in the lives of people and its comfort. The growth and progress of online stores has brought various facilities and services to users, which is one of these services, cooperation in sale. This means that sellers can sell their items and services through a platform or website. This means that customers can cover a wide range of purchase and needs by visiting only one website. It has been proved that customers are willing to click less and also reach the goal at the least time is a pleasant experience. Cooperation on sale through the platform and sites that have provided this place is important in order to happen. So many platform and sites apply to accept sellers. On the other hand, it is considered to contribute to the sales of the website or the host platform that has been investigated in this research. The present research is a practical purpose in a way of collecting data - discovery. Also, in the view of the time of gathering, it is possible. The community of this research is formed by experts and staff of Digikala in parts related to admission sellers (marketplace and quality evaluation section which includes 20 people. In this research, purposive sampling method has been used and the data collection tool in this study is interview. Finally, a model was presented by triple coding by grounded theory. The results of this research shows trust, after-sale services, price, perceived risk, content, quality of products, Perceived value, product type, mental image of brand, profit and quality of site or store in order of priority except accept Digikala To accept the sellers.