مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

طراحی مدل رفتار خرید تکانشی مصرف کننده با رویکرد آمیخته

نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، واحد عجبشیر، دانشگاه آزاد اسلامی، عجبشیر، ایران.
2 استادیارگروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد عجب شیر، عحب شیر، ایران
3 استادیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
4 استادیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
JABM.3.2.15564.35843534544
چکیده
خرید تکانشی از مفاهیم جدید بازاریابی است که اشاره به خرید بر پایه احساس هیجان ، لذت ، بدون برنامه ریزی قبلی و درک از ریسک و توجه به پیامدها دارد(ahmad & waiq, 2013). هدف این پژوهش، طراحی مدل فرایندی رفتار خرید تکانشی مصرف کننده شامل شناسایی ویژگی ها، عوامل و منافع رفتار خرید تکانشی از طریق روش آمیخته است. در بخش کیفی،روش فراترکیب ابعاد و مولفه های ویژگی های رفتار خرید تکانشی، عوامل و منافع آن استخراج و مدل اولیه تحقیق طراحی شد. در بخش کمی مدل بدست آمده در بخش کیفی و فرضیات پژوهش با کمک روش تحلیل عامل تایئدی آزمون شدند. با استفاده از فرمول کوکران تعداد 80 نفر به عنوان نمونه از میان فروشندگان و بازاریابان فروشگاه رفاه استان های مازندران و آذربایجان شرقی انتخاب شدند. در بخش کیفی کد های انتخاب شده برای رمز گذاری وارد نرم افزار مکس کیودا شدند. در پایان پس از تلفیق 26 مفهوم متمایز شناسایی شد. برای سنجش روایی از روایی نظری و برای شنجش پایایی از شاخص کاپای کوهن استفاده شد. ضریب 779/0 در سطح معناداری 000/0 به دست آمد و معناداری آن تایید شد. در بین ابعاد بدست آمده عوامل جمعیت شناختی(با 4 تم فرعی)و عوامل روانشناختی( با 5 تم فرعی) به عنوان عوامل موثر بر خرید تکانشی(با 7 ویژگی)و منافع تجربی( با 3 تم فرعی)،منافع روانی(با 4 تم فرعی)و منافع فنی( با 3 تم فرعی) به عنوان منافع خرید تکانشی اثر گذار بود. در انتها پیشنهادات برای کسب و کار ها و بازاریابان ارائه شد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing consumer impulse buying behavior model via mixed method

نویسندگان English

maedeh farhat 1
HOSSIN GHARE BIGLOU 2
Hossin Budaghi khaje nobar 3
yaghoub alavi matin 4
1 PhD Student in Business Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran.
2 Assistant Professor, Department of Business Management, Islamic Azad University, Ajab Shir Branch, Ajab Shir, Iran
3 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
4 Assistant Professor of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده English

Impulse buying is one of the new marketing concepts that refer to buying based on excitement, pleasure, without prior planning, risk understanding and paying attention to the consequences (ahmad & waiq, 2013). The purpose of this research is to design a process model of consumer impulse buying behavior, including identifying the characteristics, factors and benefits of impulse buying behavior through a mixed method .In the qualitative part, by using meta synthesis method , dimensions and components of impulse buying behavior characteristics, its factors and benefits were extracted and the initial research model was designed. In the quantitative part, the model obtained in the qualitative part and research hypotheses were tested with the help of confirmatory factor analysis. 80 people were selected via Cochran's formula, as a sample from among the sellers and marketers of convenience stores in Mazandaran and East Azerbaijan provinces. In the qualitative section, the selected codes were entered into the MaxQda software for encoding. Totally, after the integration, 26 distinct concepts were identified.Theoretical validity was used to measure validity and Cohen's kappa index was used to measure reliability.The coefficient of 0.779 was obtained at the significance level of 0.000 and its significance was confirmed. Among the obtained dimensions, demographic factors (with 4 sub-themes) and psychological factors(with5sub-themes)as effective factors on impulse buying (with7 characteristics) and experiential benefits (with 3 sub-themes), psychological benefits (with 4 The sub-theme (and technical benefits) with 3 sub-themes) was effective as impulse buying benefits. At the end, suggestions for businesses and marketers were presented.

کلیدواژه‌ها English

Effective factor on impulsive buying
Impulsive buying features
metasynthesis
Confirmatory factors analysis
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