بررسی تأثیر موقعیت رفتار مصرف‌کننده بر واکنش های رفتاری با میانجی ‌گری ارزش ادراک شده و پاسخ‌های هیجانی (مورد مطالعه: مصرف‌کنندگان روغن لادن در شهر تهران)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه سمنان

2 2. کارشناسی ارشدMBA دانشگاه سمنان

چکیده

الگوی انتخاب و نوع واکنشی که شخص در هر موقعیت از خود نشان می‌دهد به عوامل موقعیتی و غیر موقعیتی مختلفی بستگی دارد. درک چگونگی تأثیر این عوامل بر واکنش رفتاری مصرف‌کننده امری مهم و حائز اهمیت در حوزه‌ی بازاریابی است. از این رو پژوهش حاضر، به بررسی تأثیر موقعیت رفتار مصرف‌کننده بر واکنش رفتاری با میانجی‌گری ارزش ادراک شده و پاسخ‌های هیجانی مصرف‌کنندگان روغن لادن در شهر تهران می‌پردازد. تحقیق از لحاظ هدف، کاربردی بوده و به صورت توصیفی- پیمایشی صورت گرفته است. جامعه آماری این تحقیق، مصرف‌کنندگان روغن لادن در شهر تهران می‌باشد. بدین منظور از نمونه‌گیری تصادفی خوشه‌ای از بین 400 مصرف‌کننده‌ی روغن لادن در 5 منطقه‌ی شهر تهران پرسشنامه‌هایی تکمیل و جمع‌آوری شد و به منظور تحلیل داده‌ها با استفاده از دو نرم افزار SPSS و لیزرل از دو نوع آمار توصیفی و استنباطی استفاده شد. یافته‌های پژوهش حاکی از آن است که موقعیت رفتار مصرف‌کننده بر ارزش ادراک شده و بر واکنش رفتاری (به صورت مستقیم و غیر مستقیم) دارای تأثیر مثبت و معناداری می‌باشد، همچنین ارزش ادراک شده بر پاسخ‌های هیجانی دارای تأثیر مثبت و معنادار است و پاسخ‌های هیجانی نیز بر واکنش رفتاری مصرف‌کننده دارای تأثیر مثبت و معناداری می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Consumer Behaviour Situation on the Behavioral Response with the Mediation of Perceived Value and Emotional Responses (Case Study: Consumers of Ladan Oil in Tehran City)

نویسنده [English]

  • Azim Zarei 1
چکیده [English]

Choice pattern and type of response that a person shows in any situation, depends on various situational factors and non-situational factors. Understanding how these factors influence on consumer behavior is an important and necessary subject in the field of marketing. The present research surveys the effect of consumer behaviour situation on the behavioral response with the mediation of perceived value and emotional responses of consumers of Ladan oil in Tehran. The objective of research was practical and descriptive survey was conducted at the micro level. The statistical society of research, consumers of Ladan oil are in Tehran. In order to random cluster sample of 400 oil Ladan consumers in five regions in Tehran, questionnaires were collected and in order to analyze the data by Spss and Lisrel software was used for both descriptive and inferential statistics. According to the findings of research, the consumer behaviour situation on perceived value and behavioral response (directly and indirectly) has a positive and significant effect. Also the perceived value has a positive and significant effect on the emotional responses, as well as the emotional responses has a positive and significant effect on consumer behaviour response.

کلیدواژه‌ها [English]

  • Consumer Behaviour Situation
  • Consumer Perceived Value
  • Consumer Emotional Responses
  • Consumer Behavior Response
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