تبیین مدل رفتار خرید مصرف‌کننده در انتخاب محصولات لذت‌بخش با رویکرد آمیخته (مورد مطالعه: فروشگاه های زنجیره ای همواره تخفیف)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران مرکزی- دانشگاه آزاد اسلامی- تهران، ایران

2 استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

3 استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

4 گروه مدیریت دولتی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

شناخت اندکی درباره رفتار مصرف‌کننده بخصوص رفتار انتخاب مصرف‌کننده در برابر خرید و مصرف محصولات لذت‌بخش از فروشگاههای زنجیره‌ای همواره تخفیف در کشورهای در حال توسعه وجود دارد. هدف پژوهش حاضر طراحی مدل مفهومی رفتار خرید مصرف کننده در انتخاب محصولات لذت بخش بر اساس عوامل موثر بر خرید می باشد. رویکرد پژوهش آمیخته می باشد و از لحاظ هدف، کاربردی می باشد. به این ترتیب در بخش کیفی، داده‌ها از طریق مصاحبه نیمه ساختاریافته گردآوری و از استراتژی نظریه داده بنیاد مشتمل بر کدگذاری باز، محوری و انتخابی و نیز الگوی مبنایی این نظریه به منظور دستیابی به مدل مستخرج از پژوهش استفاده شده است. برای انتخاب نمونه،‌ روش نمونه‏ گیری گلوله‏ برفی که جزو روش‌های نمونه‌گیری هدفمند می‌باشد، تا حصول اصل اشباع نظری بکار گرفته شد. همچنین در بخش کمی، داده‌ها از طریق پرسشنامه گردآوری و روش توصیفی پیمایشی با استفاده از مدلسازی معادلات ساختاری برای تحلیل و تبیین مدل پیشنهادی به کارگرفته شده است. نتایج کیفی پژوهش در قالب مدل تأیید شده و برازش یافته شامل شش مقوله یا بعد اصلی (انگیزش‌های خرید لذت‌بخش، ویژگی‌های فروشگاه، ویژگی‌های فردی، استراتژی‌ها، ارتباطات و وفاداری مشتری) و 23 بعد فرعی است. نتایج در بخش کمی ‌نشان داد که انگیزش‌های خرید لذت‌بخش، ویژگی‌های فروشگاه، ویژگی‌های فردی بر استراتژی‌ها و ارتباطات تاثیر مثبت و معناداری دارند. همچنین استراتژی‌ها و ارتباطات بر وفاداری مشتریان در انتخاب محصولات لذت‌بخش تاثیر مثبت دارند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing and explaining a consumer behavior model in choosing Hedonic Products: Mixed approach (Case study: Discount chain stores)

نویسندگان [English]

  • Fatemeh Torabi 1
  • Azam Rahiminik 2
  • Hasan Esmaeilpour 3
  • Ahmad Vedadi 4
1 Department of Management, Tehran Central Branch; Islamic Azad University; Tehran; Iran
2 Department of Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran
3 Department of Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran
4 Department of Management, Tehran Central Branch; Islamic Azad University, Tehran, Iran
چکیده [English]

There is a limited understanding of consumer behavior, especially consumer choice behavior when shopping for and consuming enjoyable products from chain stores, and there is always a discount in developing countries. The purpose of the present study is to design a conceptual model of consumer shopping behavior in selecting enjoyable products based on factors affecting purchase. The research approach is mixed and applied in terms of purpose. Thus, in the qualitative section, the data were collected through semi-structured interviews and used the data theory strategy of open, axial and selective coding as well as the basic model of this theory to achieve the research model. The sampling method used is snowball sampling which is one of the targeted sampling methods. Also in the quantitative section, the data were collected through a questionnaire and a descriptive survey method using structural equation modeling to analyze and explain the proposed model. The qualitative results of the research in the form of a validated and fitted model include six dimensions of pleasant shopping motivations, store characteristics, individual characteristics, strategies, communication and customer loyalty, and three dimensions. The quantitative results of the study show that pleasant shopping motivations, store characteristics, individual characteristics have a significant and positive impact on strategy and communication. Strategies and communications also have a positive impact on customer loyalty in choosing enjoyable products.

کلیدواژه‌ها [English]

  • Consumer purchase behavior
  • Discount chain stores
  • Grounded Theory
  • Marketing strategies
  • Hedonic Products
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