Developing and Presenting a Model of Revisit Intention in the Social Security Organization with an Online Services and Virtual Space Approach
Keywords:
sazman tamin ejtemaei, Online service approach, CyberspaceAbstract
This study aimed to develop and present a localized model of revisit intention in the Social Security Organization by emphasizing online services and virtual space. This applied study used a descriptive–survey design with a mixed qualitative–quantitative approach. In the qualitative phase, data were collected through semi-structured interviews with 12 executive and academic experts and analyzed using MAXQDA. The extracted indicators were then refined through the Delphi technique. In the quantitative phase, a researcher-made questionnaire was distributed among 246 managers and employees of the Social Security Organization in Mazandaran Province. Data were analyzed using partial least squares structural equation modeling through SmartPLS and the AHP technique. The validity and reliability of the instrument were confirmed through Cronbach’s alpha, composite reliability, average variance extracted, and factor loadings. The structural equation modeling results indicated that all model components had positive and significant effects on revisit intention. The strongest path coefficient belonged to competition with similar online services (β=0.199, t=33.851, p=0.000), followed by user experience of online services (β=0.193, t=34.635, p=0.000), improvement of user experience (β=0.191, t=28.948, p=0.000), access to services (β=0.160, t=26.518, p=0.000), motivational tools (β=0.153, t=25.704, p=0.000), virtual-space tools (β=0.149, t=25.295, p=0.000), security and trust (β=0.133, t=18.192, p=0.000), updated equipment (β=0.124, t=17.837, p=0.000), user trust (β=0.114, t=36.585, p=0.000), key factors of revisit intention (β=0.112, t=35.915, p=0.000), service improvement opportunities (β=0.110, t=35.510, p=0.000), and challenges and problems of online systems (β=0.100, t=32.745, p=0.000). All factor loadings were reported above 0.70, confirming adequate explanatory power of the observed indicators. The findings suggest that revisit intention toward online services in the Social Security Organization is a multidimensional construct shaped by user experience, accessibility, trust, security, competitiveness, virtual-space tools, and opportunities for service improvement. Accordingly, enhancing digital interaction, strengthening online infrastructures, improving user experience, and reinforcing user trust can increase users’ willingness to reuse the organization’s electronic services.
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