توسعه مدل رفتار مصرف‌کننده در بیمه‌های زندگی "تحقیقی مبتنی بر نظریه داده بنیاد"

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

3 استادیارمدیریت بازرگانی،گرایش بازاریابی بین الملل، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

4 دانشیار انسان شناسی، گروه انسان شناسی، دانشکده علوم اجتماعی، دانشگاه تهران، تهران، ایران

چکیده

درک رفتار خرید بیمه گذاران، نقشی مهمی در توسعه بیمه های زندگی ایفا می کند. بنابراین در تحقیق پیش رو، با استفاده از رویکرد کیفی و راهبرد نظریه داده بنیاد کوربین و اشتراوس ویرایش چهارم، در پی ارائه مدلی برای تبیین رفتار خرید بیمه های زندگی در ایران در زمینه ای ازشرایط کلان اقتصادی، اجتماعی، فرهنگی ...، و شرایط خرد و فردی هستیم. به منظور دخیل کردن دیدگاههای متنوع، مشارکت کنندگان با استفاده از فرآیند نمونه گیری نظری از بین بیمه گذاران بالقوه و بالفعل، نمایندگان فروش، بازاریابان و کارشناسان بیمه های زندگی انتخاب گردیدند. مصاحبه های عمیق نیمه ساختار یافته به عنوان ابزار جمع آوری داده ها با 27 نمونه تا رسیدن به اشباع نظری ادامه یافت. داده ها در فرآیندی نظام مند از کد گذاری باز، کدگذاری محوری و کد گذاری انتخابی(در نرم افزار Maxqda 12) به توسعه مدل رفتار خرید بیمه های زندگی انجامید. در این مدل، ارتباطات و تعاملات به عنوان مقوله محوری، در بطن رفتار خرید بیمه های زندگی، اعم از شکل گیری اعتماد، نگرش، مقاصد رفتاری و اقدام، نقش بنیادینی ایفا می نماید، تا حدی که رفتار خرید بیمه های زندگی را فرآیندی ارتباط محور و مبتنی بر تعاملات چند سویه می داند.

کلیدواژه‌ها


عنوان مقاله [English]

Developing a Model of Consumer behavior in Life Insurance "A study based on Grounded Theory"

نویسندگان [English]

  • Hosseinali Bakhtiar Nasrabadi 1
  • Tahmours Hasangholipour yasouri 2
  • Sayyed Abolghasem Mira 3
  • AbouAli Vedadhir 4
1 PhD Candidate, Business Management Department, Faculty of Management, University of Tehran, Tehran, Iran
2 Professor, Marketing Management, Business Management Department, Faculty of Management, University of Tehran, Tehran, Iran
3 Assistant Professor, Business Management, Business Management Department, Faculty ofManagement, University of Tehran, Tehran, Iran
4 Associate Professor, Department of Anthropology, Faculty of Social Science, University of Tehran, Tehran, Iran
چکیده [English]

Understanding the behavior of life insurance policyholders is important in formulating effective marketing strategies and developing life insurance penetration rate. Therefore, this research employed a qualitative approach using the Corbin and Straus' grounded theory (4th Edition) to develop a model in which we explain buying behavior of life insurances in economic, social, cultural and micro or individual contexts in Iran. In order to bring in diverse perspectives in the research, the participants were selected among prospect and actual policyholders, sales representatives, marketers and life insurance experts using the theoretical sampling process. The semi-structured deep interviews were utilized with 27 samples to reach theoretical saturation. The analysis of data in a systematic process of open coding, axial coding and selective coding using the analyzing strategies of questioning, comparisons, and the memos, diagrams, and paradigm tools (Through Maxqda 12 software) concluded to the life insurance buying behavior model (LIBBM). In this model, communication and interactions as an axial category play a fundamental role in the life insurance buying behavior including trust-building, attitude formation, behavioral intentions and taking action, to the extent which considers the behavior as a communication-oriented process based on the multifaceted interactions.

کلیدواژه‌ها [English]

  • "life insurance"
  • "buying behavior"
  • "communications and interactions"
  • "Grounded Theory"
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