تأثیر انگیزه‌های مذهبی، انسانی و مالی بر قصد مشارکت خیرخواهانه، قصد خرید و نگرش به فروشگاه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی-دانشگاه آزاد واحد علوم و تحقیقات تهران

2 گروه مدیریت بازرگانی، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران

3 استادیار، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران

10.22034/cbsj.2023.62914

چکیده

اهدف تحقیق حاضر بررسی انگیزه های افراد در کمک کردن به دیگران است. برای این منظور، سه انگیزه ی مذهبی، انسانی و مالی به عنوان انگیزه های احتمالی برای بروز رفتارهای خیرخواهانه در نظر گرفته شد. پژوهش حاضر با توجه به هدف، کاربردی و با توجه به روش، تجربی است و از طرح عاملی 2×2×3 شامل نوع محرک رفتار (مذهبی، انسان دوستانه، مالی) × نوع محصول اعطایی (غذایی، بهداشتی) × هنجارهای گروهی (حضور اطرافیان، عدم حضور اطرافیان)، مجموعاً 12 سناریو استفاده شده است. داده‌های پژوهش از طریق پرسشنامه مبتنی بر سناریو با کاربرد متن و تصویر گردآوری شده است. در این مطالعه به تعداد هر یک از گروه های حاصل از طرح های عاملی تعداد 30 نمونه آماری از جامعه آماری دانشجویان به روش نمونه گیری دردسترس انتخاب شدند. برای تجزیه و تحلیل داده ها نیز از آزمون مانووا استفاده شده است. نتایج پژوهش حاضر نشان داد که انگیزه های مذهبی در کشور ایران با توجه به اینکه گستره مذهب به عنوان یک ارزش اخلاقی جایگاه مهمی در باورهای مردم دارد نسبت به سایر محرک های انگیزشی تاثیرگذارتر است. از آنجا که مطالعه حاضر در دوره زمانی شیوع بیماری کرونا انجام شده است این پارامتر بر نتایج پژوهش تاثیرگذار بوده به نحوی فعالیت های خیرخواهانه در خصوص محصولات بهداشتی بیشتر از محصولات غذایی تاثیرگذار بوده است. درواقع افراد بیشتر تمایل به اهدای محصولات بهداشتی (مانند ماسک) داشتند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The effect of religious, humanitarian and financial motivations on charitable participation intention, purchase intention and attitude toward store

نویسندگان [English]

  • Hossein Vazifedoost 1
  • Amin Mojoodi 2
  • Saeed Jalalian 3
1 Department of Business Management, Islamic Azad University, Science and Research Branch of Tehran
2 Business Management Department, Ahvaz Branch, Islamic Azad University, Ahvaz, Iran.
3 Faculty of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
چکیده [English]

Islam always encourages its followers to be active in activities which are beneficial to the society. The purpose of this study was to examine people's motivations for helping others. For this purpose, we considered three religious, human and materialistic motives as possible ones for benevolent behaviors. The present study was performed with an applied purpose, an experimental method and a 2 × 2 × 3 factorial design, including the behavioral stimulus type (religious, humanitarian, materialistic) × the donated product type (food, health) × group norms (the presence of people around, the absence of people around). Research data were collected through a scenario-based questionnaire using texts and images. The statistical population of this study included students. Multivariate analysis of variance (MANOVA) was used to analyze the evidence in this study according to the objectives. The authors found that religious motives were considered as the most effective motivators for charitable activities in the country. This research showed that religious motives in Iran were more effective than other motivational stimuli due to the fact that the scope of religion has had an important place in people's beliefs as a moral value. Since the present study was conducted in the period of the Covid-19 pandemic, this parameter affected the research results in a way that benevolent activities regarding health products were more effective than food products.

کلیدواژه‌ها [English]

  • Philanthropy Marketing
  • Benevolent Marketing
  • Religious motives
  • Humanitarian motives
  • Covid-19

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