الگوسازی تجارت الکترونیکی شرکت دیجی ‌کالا در دوران شیوع دنیا گیری کرونا

هدف: بررسی تاثیر دنیاگیری بر روی کسب و کار شرکت دیجی کالا و مدل‌سازی آن است. روش: شرکت دیجی کالا به عنوان نمونه آماری با روش‌نمونه گیری در دسترس انتخاب شده و این پژوهش از نظر هدف، کاربردی است. روش گردآوری داده‌ها از نوع پیمایشی مقطعی است. تجزیه‌ و تحلیل آماری با نرم‌افزار spss26 انجام گرفت. یافته‌ها: از آزمون تی تست تک نمونه‌ای به روش بوت استرپ برای شناسایی عوامل موثر بر تجارت الکترونیک دراین شرکت استفاده شد و مدل مفهومی شامل جذب نیروی عملیات، پردازش، مراکز فروش و تعداد تراکنش دیجی کالا موثر بر تجارت الکترونیک پیشنهاد گردید. روایی و پایایی مدل توسط معیارهای آلفای کرونباخ ترکیبی، جذر میانگین واریانس استخراج و روایی همگرایی تایید شد. در نهایت عدد 0/89 برای شاخص نیکویی، برازش کفایت مدل پیشنهادی را تایید کرد. نتیجه‌گیری: با توجه به شرایط همه‌گیری کرونا کسب و کارهای برخط مانند شرکت دیجی کالا با درنظر گرفتن متغیرهای تاثیرگذار در تجارت الکترونیک موفق به جذب نیرو، تراکنش بالا و درآمدزایی بیشتری در این زمینه شده‌اند که پژوهش‌های انجام شده نیز بیانگر این موضوع است.

modeling e-commerce of digikala company in pandemic corona outbreak

objective: with the spread of the global coronavirus and the loss of traditional businesses, many businesses around the world have focused on selling and providing their services online. digikala company is also trying to provide services to all compatriots throughout iran, as in previous waves of the epidemic. the purpose of this study is to investigate the impact of pandemic on the business of digikala company and its modeling.method: the statistical population of this research is largescale retail companies in iran, and digikala company has been selected as one of the most important retail companies in iran as a statistical sample using available sampling method. the data collection of the research variables has been done based on the performance of the digikala company during the corona era. statistical data analysis is done using spss26 software. in the inferential statistics section, onesample ttest using the bootstrap method is used. the bootstrap method is used when the sample size is very small and the distribution of the data is not clear (farbad et al., 2019) and also from the twosample ttest to compare the components of ecommerce identified, which include the components of demand and human resources, sales center and volume. transactions before and after corona, the friedman test, which is a nonparametric test, is used to rank the components. the validity of the proposed ecommerce model of digikala company is checked using the method of varianceoriented structural equations or partial least squares, which is based on the bootstrap method, in smartpls3.3.3 software.results: a one sample  bootstrap ttest was used to identify the factors affecting ecommerce in this company and a conceptual model including operating force absorption, processing, sales centers and the number of transactions of goods affecting ecommerce was proposed. the validity and reliability of the model were confirmed by combined cronbach’s alpha criteria, mean of variance square and convergence validity. finally, the number 0.89 for the goodness index confirmed the adequacy fit of the proposed model.conclusion: due to the corona epidemic conditions, online businesses such as digikala company, by considering the influential variables in ecommerce, have succeeded in attracting more power, higher transaction and more revenue in this field, which the research also shows that is the subject. structures affecting ecommerce in digikala during the corona era along with the impact of the influencing variables were identified and evaluated using the ttest and friedman’s test using the bootstrap method. finally, according to the highest importance factor, the structure of the sales center was prioritized. after identifying the components, the validity and reliability of the proposed model was checked by the variancebased structural equation test, so that the goodness of fit criterion confirmed the appropriate fit of the model, and the root mean common variance and composite reliability indicators confirmed the validity and reliability of the model.due to the damage of corona to businesses, many companies have been forced to downsize their organization and reduce and adjust their human resources, but according to the research conceptual model and the variables examined in the research of many large internet businesses in the world.