طراحی مدل ساختاری تفسیری شکل‌گیری رفتار خرید آنلاین اجباری و ناگهانی مصرف‌کننده

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 گروه مدیریت دانشکده علوم اقتصادی و اجتماعی دانشگاه الزهرا، تهران، ایران

2 دانشکده علوم اداری و اقتصاد. دانشگاه الزهرا. تهران. ایران

3 گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا (س)، تهران، ایران

10.22034/cbsj.2023.62780

چکیده

تجارت الکترونیک یکی از جنبه‌های مهم استراتژی بازاریابی و روابط با مشتری است و در نتیجه آن نیاز به رشد و توسعه دانش، مدل‌ها و تئوری‌های جدیدی در حوزه رفتار مصرف‌کننده پدیدار شده است. هدف پژوهش حاضر طراحی مدل ساختاری تفسیری شکل‌گیری رفتار خرید آنلاین اجباری و ناگهانی مصرف‌کنندگان در خرید محصولات تند مصرف و با شناسایی همه جنبه‌های تاثیرگذار با استفاده از روش فراترکیب و کشف روابط ساختاری میان عوامل استخراج شده با استفاده از روش مدل‌سازی ساختاری تفسیری است. پژوهش حاضر از نوع اکتشافی توصیفی است. جامعه هدف شامل کسانی است که دانش کافی در حوزه بازاریابی دارند. نمونه‌گیری به صورت در دسترس و از طریق مصاحبه تلفنی و ارسال پرسشنامه به اساتید بازاریابی صورت گرفت. داده‌های مورد نیاز با استفاده از روش فراترکیب شامل 13 عامل روان‌رنجوری، انگیزه خرید، عزت‌نفس، خودتنظیمی، تعارض در خانواده، مادی‌گرایی، آگاهی از برند، اعتیاد به برند، تبلیغات، ویژگی‌های محصول، برون‌گرایی، تمایل به خرید ناگهانی و زمان در دسترس است که در 6 سطح دسته‌بندی گردید. برای اطمینان از اقدامات انجام شده از ضریب کاپای کوهن استفاده شد و مقدار آن 0.774 محاسبه گردید. ضریب کاپای کوهن برای مقادیر 6/0 تا 8/0 قابل قبول است. یافته‌ها نشان می‌دهد که از میان مجموعه این عوامل، آمیخته بازاریابی و برندینگ به عنوان عوامل زیربنایی است که منجر به شکل‌گیری انگیزه و تمایل به خرید ناگهانی می‌شود به تبع آن عوامل روانشناختی و فرهنگی می‌تواند خرید آنلاین ناگهانی را شکل دهد. در نهایت تلاش‌های بازاریابان می‌تواند منجر به شکل‌گیری خرید آنلاین اجباری در مصرف‌کنندگان گردد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing an interpretive structural model to shape the online compulsive and impulsive buying behavior of the consumer

نویسندگان [English]

  • Mahnaz Hajalian 1
  • masoomeh hoseinzadeh shahri 2
  • Neda Abdolvand 3
1 Management Department, Social Science and Economic Faculty, Alzahra University, Tehran. Iran
2 Management Department, Social Science and Economic Faculty, Alzahra University, Tehran
3 Department of Management, Faculty of Social Sciences and Economics,, Alzahra University, Tehran, Iran
چکیده [English]

One the most important aspects of marketing strategy and customer relationship is e-commerce, and as a result, the need for new knowledge, models and theories in online consumer behavior field has emerged. By identifying all the effective aspects using meta-synthesis and discovering structural relationships among the extracted factors using interpretive structural modeling, this study represents a model for consumers’ online compulsive and impulsive buying behavior in buying fast consumer products. This is an exploratory – descriptive research. The study population is includes those who have sufficient knowledge in the field of marketing. Sampling was available and through telephone interviews and sending questionnaires to marketing professors. The collected data using meta-synthesis method consists 13 factors including neuroticism, buying motivation, self-esteem, self-regulation, family conflict, materialism, brand awareness, brand addiction, advertising, product features, extroversion, tendency to impulsive buying and available time, which all are categorized into 6 levels. Cohen’s kappa coefficient is used to measure inter-rater reliability. The value for kappa is calculated as 0.774. Cohen's kappa coefficient is acceptable for values of 0.6 to 0.8. Findings show that among all these factors, marketing mix and branding are fundamental factors for online compulsive and impulsive buying that results in the formation of buying motivation and tendency for impulsive buying, by considering psychological and cultural factors. With marketers’ efforts such as running customer retention and loyalty campaigns, online impulsive buying can result in the formation of consumers’ online compulsive buying.

کلیدواژه‌ها [English]

  • “Online Impulsive Buying”
  • “Online Compulsive Buying”
  • “Customer Behavior”
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