Document Type : Original Article
Authors
1
Assistant Professor, Department of Management and Accounting, Payame Noor University, Tehran, Iran
2
Department of Management, Ashkezar Branch, Islamic Azad University, Ashkezar, Iran
3
Master of Urban Affairs Management from Ferdowsi University of Mashhad
4
Doctoral student in Educational Management, Educational Sciences Department, Karaj branch, Islamic Azad University, Karaj, Iran
Abstract
The current research was conducted with the aim of heatmap technology applications in the field of online business and the relationship between the use of this technology and the performance of online businesses. Also, the current research has been analyzed using mixed research methodology (qualitative-quantitative). In the first stage, to investigate the applications of heatmap technology in the field of business, interviews were conducted with 10 experts and senior managers in the field of online technologies. country, and using the qualitative content analysis method, a questionnaire was designed, which is the basis of quantitative research. The statistical population related to the quantitative study was 300 managers and owners of online businesses, which was determined using the appropriate sample size method for modeling structural equations. The sampling method in the implementation of the quantitative study was simple random sampling. Data analysis was done using structural equation modeling method by Lisrel software. The results indicate the relationship between the applications of heat map technology, including the recognition of customer behavior patterns, increasing website visits, and improving the overall performance of online businesses in the three concepts of effectiveness, profitability, and customer satisfaction. Based on the findings of the present research, it can be said that the use of heatmap technology in tracking website performance improves the overall performance of online businesses.
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