نوع مقاله : مقاله پژوهشی
نویسنده
استادیارگروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [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]
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