آشفتگی ذهن خریدار: از خرید وسواس گونه و تکانشی، رفتار وسواسی/اجباری و درگیری ذهنی تا ناهماهنگی شناختی و پشیمانی از خرید

نوع مقاله : مقاله پژوهشی

نویسنده

گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه مالیر، مالیر، ایران.

10.22034/cbsj.2025.141666.2720

چکیده

احساسات منفی مشتری که نتیجه رفتارهای ناسازگارانه مانند ناهماهنگی شناختی، پشیمانی، رفتارهای اجباری، تکانشی و وسواس گونه می باشند، اهمیت خاصی برای بازاریابان در مدیریت رفتار پس از خرید و تعیین استراتژی های بازاریابی دارند. هدف این پژوهش بررسی این رفتار ها در ارتباط با یکدیگر و ارائه مدلی در زمینه آشفتگی ذهنی و رفتاری مشتری می باشد. برای این منظور، بعد از توسعه فرضیه ها و استخراج مدل پژوهش، داده ها با استفاده از ابزار پرسشنامه، که به دو شکل حضوری و مجازی در اختیار پاسخگوها قرار داده شدند، جمع آوری گردید. در این پژوهش از روش نمونه گیری هدفمند استفاده گردید. همچنین از روش نمونه گیری شبکه افقی نیز برای دسترسی بهتر به اعضای نمونه کمک گرفته شد. تعداد اعضای نمونه بر اساس برآیند روش های بارکلای و همکاران و روش کادن، 350 نفر می باشند. متغیرهای مورد استفاده در این پژوهش بر گرفته از واکاوی گسترده پیشینه پژوهش بوده و برای آزمون مدل و فرضیه های پیشنهادی، از مدلسازی معادلات ساختاری استفاده شد.پژوهش حاضر نشان می دهد که چگونه پیوستار وسواسی- تکانشی و عواملی مانند درگیری ذهنی،بازاریابی دهان به دهان و رفتارهای وسواسی- اجباری می توانند ناهماهنگی شناختی و در نهایت پشیمانی از خرید را رقم بزنند.در این راستا استراتژی هایی مانند پیشبرد فروش،کاهش ریسک ادراک شده، مدیریت درگیری ذهنی،ایجادپیامهای تبلیغاتی با جاذبه احساسی، تمرکز بر گروه همسالان،ایجاد همخوانی شناختی، مدیریت شکایات و محتوای تولید شده توسط کاربر و شرکت، آموزش کارکنان و ...، می تواند منجر به کاهش ناهمانگی شناختی و پشیمانی از خرید شوند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Buyer's Mental Confusion: From Compulsive and Impulsive Buying, Obsessive-Compulsive Disorder and Involvement to Cognitive Dissonance and Purchase Regret

نویسنده [English]

  • Hossein Hajibabaei
Department of Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran.
چکیده [English]

Negative customer emotions resulting from inconsistent behaviors such as cognitive dissonance, regret, compulsive, impulsive, and obsessive behaviors, etc., have particular importance for marketers in managing post-purchase behavior and determining marketing strategies. The purpose of this research is to examine these behaviors in relation to each other and to present a model in the field of mental and behavioral confusion of customers. For this purpose, after developing hypotheses and extracting the research model, data was collected from a survey design using a questionnaire with entry/exit criteria and from a targeted sample of buyers. The sample of this research consisted of 350 people, most of whom were students and from Generation Z, and the questionnaires were made available to respondents in both in-person and online formats.
The variables used in this research were derived from an extensive literature review and structural equation modeling was used to test the proposed model and hypotheses. The present research shows how the obsessive-compulsive continuum and factors such as mental preoccupation, word-of-mouth marketing and obsessive-compulsive behaviors can lead to cognitive dissonance and ultimately purchase regret. In this regard, strategies such as sales promoting, reducing perceived risk, managing Involvement, creating advertising with emotional appeal, focusing on the peer group, creating cognitive consonance, managing complaints and UGC/FGC, training employees, etc. , can lead to the reduction of cognitive dissonance and purchase regret

کلیدواژه‌ها [English]

  • Compulsive buying
  • Impulsive buying
  • Obsessive-Compulsive Disorder
  • Cognitive Dissonance
  • Purchase Regret
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