تحلیل رابطه بین پیشران های خریدهای برنامه ریزی نشده با تکنیک هایANP ,DEMATEL و ISM

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، واحدسمنان، دانشگاه آزاداسلامی، سمنان، ایران

2 استادیار گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران

چکیده

امروزه با رقابتی شدن بازارها، مدیران بازاریابی در صدد ایجاد نوآوری در محصولات خود هستند تا بتوانند از این طریق از رقبا متمایز شوند و یکی از موضوعاتی که می‌تواند در این زمینه مفید واقع شود کاربرد نوستالوژی در بازاریابی است. محصولات نوستالوژیک محصولاتی هستند که می‌توانند با یاد‌‌آوری گذشته برای افراد جذابیت ایجاد کرده و به ‌عنوان نوعی محرک خرید عمل کنند. معمولا برای خرید این نوع محصولات از قبل برنامه‌ریزی صورت نمی‌گیرد و در لیست (فیزیکی و ذهنی) مصرف‌کننده‌گان جای ندارند. در این پژوهش، تلاش شده به تحلیل رابطه بین متغیرهای موثر بر خریدهای برنامه‌ریزی ‌نشده با تاکید بر محصولات نوستالوژیک پرداخته شود. در ابتدا با مطالعه پیشینه پژوهش‌های مرتبط متغیرها شناسائی و با نظرات خبرگان و به ‌روش دلفی فازی غربال‌گری شدند. جامعه آماری، 15‌ ‌خبره شامل اساتید دانشگاهی و مدیران بازاریابی شهر تهران می‌باشند و از تکنیک‌های دیمتل ‌‌فازی برای تعیین شدت اثرگذاری و اثرپذیری، از تحلیل‌‌ شبکه ‌‌فازی برای تعیین وزن و از معادلات ‌ساختاری ‌تفسیری برای سطح ‌‌بندی و تحلیل روابط بین متغیرها استفاده شده است. نتایج حاصل از دیمتل فازی نشان داد که متغیرهای"ویژگی‌های فردی" و "ویژگی‌های محصول" بیشترین اثرگذاری و متغیرهای "ویژگی‌های فروشگاه" و "ویژگی‌های روانشناختی" بیشترین اثرپذیری را داشته‌اند. بر اساس یافته‌های تحلیل شبکه فازی، زیر-متغیر "نوستالوژی برانگیخته" بیشترین وزن و اهمیت را دارد و نتایج معادلات ساختاری تفسیری نشان داد که متغیر "نوستالوژی برانگیخته" در سطح اول مدل قرار گرفته است و بازاریابی باید آن را جزء اولویت های خود برا بهبود در نظر بگیرند.

کلیدواژه‌ها


عنوان مقاله [English]

Analysis of the Relationship Between Proponents of Impulse Buying with ANP, DEMATEL and ISM Techniques

نویسندگان [English]

  • Hamed Arab Ahmadi 1
  • Seyed Abdullah Heydarieh 2
  • Younes Vakilol Roaaya 2
1 Ph.D student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran
2 Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
چکیده [English]

Abstract
Nowadays, as markets become more competitive, marketing executives are trying to innovate their products. They can be distinguished from one another. Nostalgic products are products that can create a lasting reminder for people to act as a kind of buying stimulus. There is usually no pre-planning for these types of products and they are not on the (physical and mental) list of consumers. In this study, we attempt to analyze the relationship between the variables affecting Impulse Buying with emphasis on nostalgic products. Initially, by studying the background of relevant research, the variables were identified and screened by expert opinion using fuzzy Delphi method. The statistical population consisted of 15 experts including university professors and marketing managers in Tehran, using fuzzy dimensional techniques to determine the effectiveness of effectiveness, fuzzy network analysis for weight determination and interpretive structural equations for leveling and analyzing the relationships between variables. The results of the fuzzy dematel showed that the variables "individual characteristics" and "product characteristics" had the most effect and the variables "store characteristics" and "psychological characteristics" had the most effect. According to the findings of the fuzzy network analysis, the "nostalgia driven" variable has the most weight and importance and the results of the interpretive structural equations showed that the "nostalgic motivated" variable is at the top of the model and marketers should consider it as One of their prioritiesfor improvements to consider.

کلیدواژه‌ها [English]

  • Impulse Buying
  • Nostalgic Products
  • Fuzzy Dematel
  • Fuzzy network analysis and interpretive structural equations

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