Investigating the Factors Affecting the Innovation of Online Sales Websites with the Approach of Customer Health during the CORONA Period with a Qualitative and Quantitative Approach

All countries have suffered irreparable damages from the consequences of Corona virus, and on the other hand, compensation requires a lot of time, so using new online shopping models to maintain the health of customers can be very effective.

The aim of this study was to investigate the factors affecting the innovation of online sales websites with the approach of customer-health during the Corona period using the Meta synthesis technique.

The present study is a type of developmental research in terms of the purpose. In the qualitative section, the statistical society included 126 documentary articles, which were finally selected into 33 articles related to the subject, and in the quantitative section, 5 online stores were selected as experts by using convenience sampling method. Qualitative data were analyzed using the seven-step method of Barros & Sandelowski in Meta synthesis technique and in the quantitative part data were analyzed by the best-worst method (BWM) using MAXQDA, SPSS and LINGO software.

Factors affecting the innovation of online sales websites were introduced in 5 categories (website features, customer features, environmental factors, customer perceptions, online shopping advantages), 16 axial codes and 81 open codes and their prioritization were presented (Website features 0.427, customer features 0.321, environmental factors 0.129, online shopping advantages 0.08 and customer perceptions 0.042).

Business managers can influence customer's attitude and mentality and ensure their health in order to take preventive action by using the factors affecting the innovation of online sales websites with the priority of customers' health in the CORONA PERIOD as an important action.