شناسایی رفتارهای تنش‌زای مصرف‌کنندگان با استفاده از روش فراترکیب

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

3 استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

10.22034/cbsj.2024.140242.2638

چکیده

امروزه، تحلیل رفتار مصرف‌کنندگان، یکی از مهم‌ترین مسائل در حوزه بازاریابی است. براین‌اساس، درک صحیح رفتار مصرف‌کننده، به‌عنوان عامل موفقیت شرکت‌ها محسوب می‌شود. از سویی، پژوهش‌ها نشان داده‌اند که افراد همیشه در تعاملات خود با شرکت‌ها، به‌شیوه‌ای کارکردی رفتار نمی‌کنند و عوامل مختلفی، موجب می‌شوند که آن‌ها تنش‌های مختلفی را ادراک کنند که این تنش‌ها، می‌توانند باعث ایجاد تغییراتی در رفتار مصرف‌کننده شوند و مشکلاتی را برای شرکت‌ها به‌وجود آورند. بنابراین، هدف پژوهش حاضر، شناسایی انواع رفتارهای تنش‌زای مصرف‌کنندگان است. در پژوهش حاضر، از روش کیفی فراترکیب براساس مراحل هفتگانه سندلوسکی و باروسو استفاده شده است. جامعه موردمطالعه در این پژوهش، شامل 117 منبع در پایگاه‌های داده‌ معتبر بود که ازاین‌میان، بر مبنای برنامه مهارت‌های ارزیابی حیاتی و انجام فرآیند غربالگری، تعداد 33 منبع، به‌عنوان منابع نهایی جهت بررسی و تحلیل بیشتر انتخاب شدند که درنهایت، تعداد 68 کد شناسایی و در 10 مفهوم و 2 مقوله طبقه‌بندی شدند. یافته‌ها، نشان می‌دهد که مقوله رفتارهای تنش‌زای درونی مصرف‌کننده شامل مفاهیم؛ تنش‌های بین‌فردی مصرف‌کننده با کارکنان، تنش‌های بین‌فردی مصرف‌کننده با سایر مصرف‌کنندگان، تنش‌های مصرف‌کننده مرتبط با شرکت، تنش‌های مصرف‌کننده مرتبط با برند و تنش‌های مصرف‌کننده مرتبط با محصول است و همچنین، مقوله رفتارهای تنش‌زای بیرونی مصرف‌کننده شامل مفاهیم؛ صدای مصرف‌کننده، مقابله منفعلانه مصرف‌کننده، تلافی‌جویی مصرف‌کننده، رفتارهای نابجای مصرف‌کننده و رفتارهای مخرب مصرف‌کننده می‌باشد. نتایج حاصل از این پژوهش، به شرکت‌های مختلف کمک می‌کنند که انواع رفتارهای تنش‌زا و منفی مصرف‌کنندگان را بشناسند و ضروی است که جهت موفقیت در عرصه رقابت و پیاده‌سازی استراتژی‌های بازاریابی، ‌اینگونه رفتارها را به‌درستی مدیریت نمایند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying The Consumers' Tension-Indusing Behaviors Using The Meta-Synthesis Method

نویسندگان [English]

  • sayed mohammad reza movahed 1
  • ghasem zarei 2
  • Mohammad Bashokouh 3
  • Naser Seifollahi 3
1 Ph.D Candidate, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili , Ardabil, Iran
2 Associate Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili , Ardabil, Iran
3 Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili , Ardabil, Iran
چکیده [English]

Today, consumer behavior analysis is one of the most important issues in marketing. Therefore, the correct understanding of consumer behavior is considered as the success factor of companies. researches have shown that people do not always behave in a functional way in their interactions with companies, and various factors make them perceive different tensions, which can cause changes in consumer behavior and create problems for companies. Therefore, the aim of the current research is to identify the types of Consumers' Tension-Indusing Behaviors. In this research, the meta-synthesis qualitative method based on the seven stages of Sandelowski and Barroso was used. The population studied included 117 sources in valid databases, among which, based on the critical assessment skills program and the screening process, 33 sources were selected as the final sources for further review and analysis, and finally, 68 codes were identified and They were classified in 10 concepts and 2 categories. The findings show that the category of consumer's internal tension-indusing behaviors includes concepts; Consumer interpersonal tensions with employees, consumer interpersonal tensions with other consumers, company-related consumer tensions, brand-related consumer tensions, and product-related consumer tensions. the category of external consumer tension-indusing behaviors includes concepts; voice of the consumer, consumer's passive confrontation, consumer's retaliation, consumer's misbehavior and destructive consumer's behavior. The results of this research help different companies to know the types of tension-indusing and negative behaviors of consumers and it is necessary to manage such behaviors correctly in order to succeed in the field of competition and implement marketing strategies.

کلیدواژه‌ها [English]

  • Consumer Behavior
  • Tension
  • Consumers' Tension-Indusing Behaviors
  • Meta-Synthesis

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