واکاوی پدیدارشناسانه نقش اتاق تعویض لباس مراکز خرید در به یادآوری تجارب خرید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت علمی تمام وقت مدیریت بازرگانی دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی علوم و تحقیقات

2 دانشجوی دکتری مدیریت بازرگانی (مدیریت بازاریابی)، دانشگاه آزاد اسلامی، واحد قزوین

3 استادیار گروه ریاضی، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران

چکیده

هدف مقاله بررسی تاثیر اتاق تعویض لباس بر واکنش‌های رفتاری و هیجانی مشتریان در مراکز خرید است. پژوهش با هدف کاربردی و با روش کیفی و رهیافت پدیدارشناسی و از طریق مصاحبه عمیق با مشارکت‌کننده به بررسی امکانات اتاق تعویض لباس و رابطه آن‌ها با واکنش‌های مشتریان در جامعه زنان جوان مراکز خرید تهران پرداخته است. شواهد گردآوری شده با کدگذاری به صورت استقرایی در طی چند مرحله با کاربرد نرم افزار مکس کیودا تجزیه و تحلیل و مدل نظری ترسیم شد. کدهای اولیه به صورت کدگذاری باز ایجاد و تعداد 50 مفهوم (تصمیم‌گیری راحت، اجازه تفکر در ارزیابی، بازگشت مجدد، آزمایش لباس به تعداد زیاد، تکرار خرید، توصیه به دیگران، رضایت از خرید، اجتناب از آزمایش لباس، اجتناب از خرید، ترک فروشگاه بدون آزمایش لباس، عدم بازگشت مجدد، احساس خوب، اطمینان، امنیت، آرامش، ذوق زدگی، راحتی، رغبت، کلافگی، خفگی، پشیمانی، کاهش اعتماد، تردید، عدم آرامش، عدم راحتی، عصبانیت، غبن در خرید، کسل کننده، ناخوشایندی، نگرانی، کاربرد دمپایی، زنگ تماس، کفپوش موکت، وجود سکو، وجود صندلی، وجود گیره لباس، نبود بوی بد، نظافت و پاکیزگی، تعداد اتاق، تهویه هوا، درب مناسب، سرمایش و گرمایش، طراحی داخلی، علامت پر بودن، محل اتاق تعویض لباس، وجود قفل، ابعاد و اندازه، رنگ اتاق تعویض لباس، نور مناسب، وجود آینه)، 8 مقوله (واکنش مثبت، واکنش منفی، هیجانات مثبت، هیجانات منفی، امکانات تسهیلاتی، بهداشتی، ساختاری و اساسی) و 4 طبقه (واکنش رفتاری، واکنش هیجانی، ویژگی‌های مورد نیاز اتاق تعویض لباس و ارزیابی درست محصول) شناسایی شد.

کلیدواژه‌ها


عنوان مقاله [English]

Phenomenological Exploration of the Role of Mall’s Fitting Room in Remembering Shopping Experiences

نویسندگان [English]

  • Kambiz Heidarzadeh 1
  • Kobra Najafi 2
  • Mohsen Khonsiavash 3
1 Department of Business Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 Department of Electrical, Biomedical and Mechatronics engineering, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده [English]

Purpose of the study is investigating the effect of changing room on behavioral and emotional reactions of customers in malls. Goal of the study was to investigate the possibilities of changing rooms and their relationships with customer reactions between young women's shopping centers in Tehran through qualitative method and phenomenological approach and through in-depth interview with the participant. Evidences which collected by inductive coding were analyzed in several steps by using MAXQDA software and the theoretical model was drawn.
Initial codes are generated in open coding and 50 items (easy decision-making, reassessment, re-evaluation, re-testing clothes, repeat shopping, recommending others, shopping satisfaction, avoiding clothing testing, avoiding shopping, leaving Shop- no Clothes testing, No return, Good feeling, Reliability, Security, Relaxation, Delight, Comfort, Reluctance, Frustration, Choking, Regret, Lack of Confidence, Doubt, Lack of Relaxation, Anxiety, Shopping ghost, Bored , Unpleasantness, Worry, Slippers, Calling alarm, Carpet flooring, Platform, Chair, Existence of Clothes, Bad Smell, Cleaning and Cleaning, Room Interior, Air Conditioning, Proper door, Cooling & Heating, Interior design, Filling mark, Swap room Location, Lock, Dimensions and Size, Color swap room, Proper lighting, Mirror), 8 Items (Positive response, Negative reaction, positive emotions, negative emotions, facilities, health, structural and basic) and 4 categories (Behavioral response, Emotional response, Requirements of the dressing room, and Good product evaluation) were identified.

کلیدواژه‌ها [English]

  • Fitting Room Type
  • Emotional and Behavioral responses
  • customer experience
  • Customer Evaluation
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