ارائه الگوی مفهومی برای تبین بازاریابی کمیابی با تا کید بر اصالت برند در رفتار خرید آنلاین

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی٬ گروه مدیریت بازرگانی٬ دانشکده مدیریت٬ دانشگاه آزاد اسلامی واحد تهران شمال٬ تهران٬ایران.

2 دانشیار گروه مدیریت بازرگانی٬ دانشکده مدیریت٬ دانشگاه آزاد اسلامی واحد تهران شمال٬تهران٬ ایران.

3 استادیار گروه مدیریت بازرگانی دانشکده مدیریت دانشگاه تهران شمال، دانشگاه ازاد اسلامی واحد تهران شمال.

10.34785/J018.2019.986

چکیده

مصرف کنندگان همواره در جستجوی بازارهایی هستند که بتواند نیازهای خود را به بهترین شکل برآورده ساخته و کالا و خدمات با کیفیت خریداری کنند. همچنین با پیشرفت هایی که در زمینه فنآوری اطلاعات صورت گرفته، این موضوع باعث پیدایش و توسعه شکل جدیدی از بازار به نام بازارهای اینترنتی شده که این فروشگاه های اینترنتی به دنبال ارائه برندهای اصیل برای ارضا نیازهای درونی و بیرونی مشتریان خود می باشند. از سوی دیگر برخی بنگاه ها، تلاش دارند تا در بازار با ایجاد محدودیت در تعداد و یا زمان برای خریدار، نیاز به خرید بیشتری نزد مشتریان ایجاد کنند. هدف محقق در این پژوهش شناسایی عوامل اثرگذار بر مفهوم بازاریابی کمیابی با تاکید بر نقش اصالت برند می باشد. پژوهش حاضر دارای رویکردی بنیادی بوده و به دنبال ارائه مدلی مفهومی به منظور تبیین مفهوم بازاریابی کمیابی با تاکید بر اصالت برند در حوزه رفتار خرید اینترنتی میباشد و پژوهشگر از رویکرد آمیخته استفاده کرده است. به این ترتیب که در بخش کیفی از استراتژی نظریه داده بنیاد و مشتمل بر کدگذاری باز، محوری، انتخابی به منظور دستیابی به مدل الگوی پژوهش بهره برده شده است. در بخش کمی از روش توصیفی پیمایشی و برای آزمون مدل پیشنهادی از نرم افزار پی ال اس استفاده شده است که نتایج پژوهش در قالب یک مدل تایید شده و برازش یافته، شامل 5 بعد اصلی و 33 بعد فرعی ارائه شده است.

کلیدواژه‌ها

عنوان مقاله [English]

A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior

نویسندگان [English]

  • Khatereh Pourasadollahi 1
  • Hamidreza Saeednia 2
  • Zahra Alipour Darvishi 3
1 PhD student of Marketing Management, Department of Business Management, Faculty of Management, Islamic Azad University, North Tehran Branch,Tehran, Iran.
2 Business Management Department, Faculty of Management, Islamic Azad University North Tehran Branch,Tehran,Iran.
3 Business Management Department, Faculty of Management, Islamic Azad University North Tehran Branch,Tehran, Iran.
چکیده [English]

Consumers are always looking for markets that can best meet their needs and buy quality goods and services. With advances in information technology, this has led to the emergence of a new form of marketplace called online marketplaces that these online stores are seeking to provide genuine brands to meet the internal and external needs of their customers. Some businesses are also trying to create more customers in the market by limiting the number or time for the buyer. The purpose of this study is to identify factors affecting the concept of scarcity with emphasis on the role of brand authenticity. The present study has a fundamental approach and seeks to present a conceptual model to express the concept of scarce marketing with emphasis on brand authenticity in the field of online shopping behavior and the researcher has used a mixed approach. Thus, in the qualitative part, the data theory strategy, including open, axial, and selective coding, is used to achieve the research paradigm. The descriptive-survey method is used in a small part and PLS software is used to test the proposed model. The results of the research are presented in the form of a validated and fitted model consisting of 5 main dimensions and 33 sub dimensions.

کلیدواژه‌ها [English]

  • Grounded Theory"
  • " brand authenticity"
  • " scarcity marketing"
  • " psychological response"
  • " online shopping

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 125-148

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هم رسانی

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