Designing a Model for Measuring Merchants’ Satisfaction in E-Mall: A Mixed Method Approach
This study aims to identify effective factors on satisfaction in e-malls and evaluating merchantssatisfaction from performance of these e-malls. A sequential mixed methods research design (qualQuan) was used in this study. In qualitative phase, two focus groups were used. In this step, conceptual and exploratory content analyses were used. Based on these analyses, authors identified 32 factors. In quantitative phase, a 39-items questionnaire was designed. Data gathered from 123 merchants of an Iranian famous e-mall. Results showed three of four main categories of merchants wants (market, contract and service) are important to merchants but the technical category is not recognized as an important factor. Results also showed that degree of importance for all categories is greater than degree of satisfaction from e-mall. This research has studied e-mall as one of the interesting and less known models in e- commerce and effective factors on satisfaction in these models.