تأثیر تناسب بین تمرکز تنظیمی و نوع تبلیغات بر زمان انتظار ادراکی مصرف‌کننده: یک مطالعه آزمایشگاهی

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 گروه آموزشی مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 گروه آموزشی ام بی ای، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

در این تحقیق تأثیر تناسب بین تمرکز تنظیمی فرد و چارچوب پیام تبلیغاتی بر زمان انتظار ادراکی بررسی شد. بر اساس دانش و بررسی محققان این مطالعه، این موضوع در تحقیقات پیشین بررسی نشده‌است.
روش تحقیق از نوع آزمایشی و به شکل آزمایشگاهی است و با به کارگیری نرم‌افزار مدیالب انجام شد. این آزمایش شامل یک طراحی دو عاملی بین‌فردی 2*2 با دو متغیر مستقل دو سطحی شامل (تمرکز تنظیمی: دو سطح پیشبرنده و بازدارنده) و (چارچوب پیام تبلیغاتی: پیشبرنده و بازدارنده) بود. متغیرهای مستقل تحقیق تمرکز تنظیمی و چارچوب پیام تبلیغاتی و متغیر وابسته تحقیق زمان انتظار ادراکی است که به دو شکل کمی طیفی و کمی عددی مورد سنجش قرار گرفت. در روش کمی طیفی ، زمان انتظار ادارکی با استفاده از سوالاتی در طیف لیکرت 7 تایی مورد سنجش قرار گرفت. در روش کمی عددی، میزان زمان انتظار افراد به دقیقه و ثانیه از افراد پرسیده شد. جامعه آماری تمامی افراد بین سنین 18 تا 50 سال در نظر گرفته شد. روش نمونه‌گیری تصادفی استاندازه نمونه 101 نفر بود. روش گردآوری داده‌ها از طریق حضور شرکت‌کنندگان در محیط آزمایشگاه تحقیقات کسب و کار دانشکده مدیریت بود و داده‌ها با روش تحلیل رگرسیون خطی و با استفاده از نرم‌افزار اس پی اس اس تحلیل شد.
براساس نتایج بدست آمده، برای افراد با تناسب زمان انتظار ادراکی طیفی و عددی هر دو به میزان معناداری پایین‌تر بودند. بنابراین، فرضیه تحقیق مبنی بر تاثیر تناسب تنظیمی زمان انتظار برای هر دو روش سنجش زمان انتظار ادراکی تایید شد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of A Fit Between Regulatory Focus and Advertisement Message on Consumer’s Perception of Waiting Time: A Lab Experiment

نویسندگان [English]

  • Rosa Hendijani 1
  • Monir Rezaee 2
1 Department of Business Management, Faculty of Management, University of Tehran Tehran Iran
2 Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

In this research, the effect of the fit between the individual's regulatory focus and advertisement message on perceived waiting time and waiting time satisfaction was examined for the first time using an experimental research methodology.
In order to examine the hypothesis, individuals’ regulatory focus was first manipulated. Then, participants were experienced a waiting condition. During the waiting time, they saw a series of advertisements that were matched/mismatched with their regulatory focus. Then, their waiting time perception was measured through direct questions. Finally, the effect of regulatory fit between the advertising message and the individual's regulatory focus on waiting time perception was examined.
The research method is in the form of a laboratory experiment. The study population included all individuals aged between 18 and 60 years old who had been notified through study announcements. Data collection method was based on the presence of participants in the Business Research Lab. The data was analyzed using linear regression and with the use of SPSS software. The sampling method was random. The sample size was equal to 101.
The results of the study supported the hypothesis. Participants in the fit conditions had significantly lower perceptions of waiting time compared ton nonfit conditions.

کلیدواژه‌ها [English]

  • waiting time perception
  • regulatory focus
  • regulatory fit
  • promotion focus
  • prevention focus
امیری‌عقدایی، سیدفتح‌اله؛ ترکی، لیلا و نادری، معین (1400). تحلیل رابطه رضایت، وفاداری و تمایل به تبلیغ شفاهی از سوی مشتریان؛ )با تأکید بر نقش تعدیل‎کننده هزینه‌های تعویض بانک(. مطالعات رفتار مصرف کننده،  8 (4)، 233-250.
بابایی‌زکیلکی، محمدعلی؛ مظلومی، نادر و حسن‌تهرانی‌نژاد، آزاده (1386). شناسایی و ارزیابی عوامل موثر بر کاهش زمان انتظار ادراکی مشتریان در شرکت خدمات بیمه ایران خودرو. پژوهشنامه بیمه، 22(1).
سیدکباری، بنفشه؛ کیماسی، مسعود؛ عابدی، احسان و هندیجانی، رزا (1398). بررسی تجربه دیجیتالی کاربران بانکداری اینترنتی با استفاده از روش هیوریستیک. مطالعات رفتار مصرف کننده،، 6 (1)، 41-62.
 
 
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