نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه تبریز
2 دانشگاه فردوسی مشهد
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
There The purpose of this study is to investigate customer segmentation and the role of e-commerce in the behavior of sellers within Iran’s domestic sports shoe market. This research is applied in terms of its objective and descriptive-survey in terms of its method. The statistical population included sellers of Iranian sports shoes and customers who had purchased through online stores in Mashhad. Convenience sampling was employed, and a total of 235 valid questionnaires were collected. Data analysis was performed using the Friedman ranking test and Chi-square.
The findings from the Friedman test revealed a significant difference among the various customer segmentation components. Specifically, the “entertainment” component had the highest mean and rank, while the “hesitation” component had the lowest. Results from the Chi-square test also indicated that customer segmentation significantly varied based on demographic characteristics such as gender, education level, and income.
Overall, the study concludes that domestic sports shoe manufacturers have not yet reached an optimal level in terms of product quality, variety, and customer satisfaction. Therefore, it is recommended that producers design and offer their products based on the demographic and psychological traits of different customer segments. The development of e-commerce in this sector can provide a suitable platform for enhancing customer experience and improving the competitiveness of domestic products.
کلیدواژهها [English]
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