چکیده:
ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺗﻘﺴﯿﻢ ﺑﻨﺪی ﻣﺸﺘﺮی در ﺗﺠﺎرت اﻟﮑﺘﺮوﻧﯿﮏ ﺑﺎ روﯾﮑﺮد ﺑﺮﻧﺎﻣﻪ ﮐﺎرﺑﺮدی ﺑﺮای ﻣﺪل ﮐﺴﺐ و ﮐﺎر ﻧﻘﺪی اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎری اﯾﻦ ﭘﮋوﻫﺶ را ﺗﻌﺪاد ﻧﺎﻣﺤﺪوی از ﻣﺸﺘﺮﯾﺎن اﺳﺖ ﮐﻪ ﺑﻪ ﺻﻮرت آﻧﻼﯾﻦ از ﻓﺮوﺷﮕﺎه اﯾﻨﺘﺮﻧﺘﯽ وب ﺳﺎﯾﺖ ﺷﯿﺮاز ﺗﺨﻔﯿﻒ اﺳﺘﻔﺎده ﻣﯽ ﮐﻨﻨﺪ در ﺑﺮ ﻣﯽﮔﯿﺮد ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از ﺟﺪول ﻣﻮرﮔﺎن ﺗﻌﺪاد 384 ﻧﻔﺮ، ﺑﻪ ﻣﻨﻈﻮر ﮔﺮدآوری دادهﻫﺎی ﻣﻮرد ﻧﯿﺎز ﺑﻪ ﺻﻮرت ﻏﯿﺮ ﺗﺼﺎدﻓﯽ در دﺳﺘﺮس ﺑﻪ ﻋﻨﻮان ﻧﻤﻮﻧﻪ ﭘﮋوﻫﺶ اﻧﺘﺨﺎب ﺷﺪهاﻧﺪ. دراﯾﻦ ﭘﮋوﻫﺶ ازﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﺎﻧﺪارد ﮐﺴﺐ و ﮐﺎر ﻧﻘﺪی اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ، ﮐﻪ رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ ﺗﺮﮐﯿﺒﯽ آن ﺗﻮﺳﻂ رواﯾﯽ اﻋﺘﺒﺎر ﻣﺤﺘﻮا و ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻪ وﺳﯿﻠﻪ آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ ﺗﺄﯾﯿﺪ ﺷﺪه اﺳﺖ وﺗﺠﺰﯾﻪ ﺗﺤﻠﯿﻞ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮم اﻓﺰار spss26 اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ از اﻧﺠﺎم اﯾﻦ ﭘﮋوﻫﺶ ﺑﯿﺎﻧﮕﺮ اﯾﻦ اﻣﺮ اﺳﺖ ﮐﻪ ﻣﻮﻟﻔﻪ ﻫﺎی ﮐﺴﺐ و ﮐﺎر ﮐﻪ ﺷﺎﻣﻞ(ﺑﺨﺶ ﻫﺎی ﻣﺸﺘﺮی، ارزش ﭘﯿﺸﻨﻬﺎدی، ﮐﺎﻧﺎل ﻫﺎی ارﺗﺒﺎﻃﯽ، ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮی ،ﺟﺮﯾﺎن درآﻣﺪی ،ﻣﻨﺎﺑﻊ ﮐﻠﯿﺪی ،ﻣﺸﺎرﮐﺖ ﮐﻠﯿﺪی ،ﻓﻌﺎﻟﯿﺖ ﮐﻠﯿﺪی، ﺳﺎﺧﺘﺎر ﻫﺰﯾﻨﻪ) ﺑﺮ دستهبندی مشتریان تاثیر معناداری دارد.
The present study aims to segment the customer in e-commerce with an application approach for the cash business model. The statistical population of this study includes an unlimited number of customers who use the online store of Shiraz discount website online. Using Morgan table, ٣٨٤ people, in order to collect the required data non-randomly in Accessibility has been selected as the research sample. In this research, the standard cash business questionnaire has been used. The combined validity and reliability were confirmed by the validity of the content validity and the reliability of the questionnaire by Cronbach's alpha and the analysis of the research was performed using SPSS٢٦ software. The results of this study indicate that the components of business that include (customer segments, value proposition, communication channels, customer relationship, revenue stream, key resources, key partnership, key activity, cost structure) Customer categorization has a significant impact.