طراحی و تبیین مدل جامع خریدآنی مشتریان مبتنی بر رویکرد رفتار مصرف‌کننده در فروشگاه های زنجیره ای شهر مشهد

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 استاد مدعو گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران و استادیار مدیریت بازرگانی، موسسه آموزش عالی

2 دانشجوی دکتری گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران

3 استاد مدعو گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران و استاد مدیریت صنعتی، دانشگاه فردوسی ، مشهد، ایران

4 استادیار گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران

10.22080/jem.2021.19427.3297

چکیده

خرید آنی یکی از موضوعات بسیار مهم و تاثیرگذار در حوزه بازاریابی و رفتار مصرف-کننده است که طی سال‌های اخیر، توجه بسیاری از پژوهشگران و صاحبان کسب و کارها را به خود جلب نموده است. هدف از این پژوهش دستیابی و تبیین مدل خرید آنی مشتریان است‌. روش‌شناسی پژوهش با رویکرد ترکیبی(کیفی و کمی) بوده است. ابتدا پس از مطالعه ادبیات نظری و انجام مصاحبه با خبرگان و به کمک روش تحلیل محتوا عوامل موثر در مدل که مشتمل بر 38 شاخص و 6 بعد اصلی بوده است، شناسایی گردید. سپس به منظور برقراری ارتباط و توالی بین ابعاد و دستیابی به مدل ساختاری‌شان از روش مدل‌سازی ساختاری تفسیری استفاده گردید و در مرحله بعدی مدل پیشنهادی بدست آمده از طریق معادلات ساختاری با رویکرد حداقل مربعات جزئی مورد آزمون قرار گرفت که در این مرحله 389 پرسشنامه جمع‌آوری شده به کمک نرم‌افزار اسمارت پی ‌ال ‌اس تجزیه و تحلیل گردید. یافته‌های پژوهش حاکی از آن است که عوامل فردی، شرایط فروشگاهی، ویژگی‌های محصول، پیشبرد فروش، تجربه خرید آنی و درگیری ذهنی مشتری بر خرید آنی مشتریان در فروشگاه‌های زنجیره‌ای شهر مشهد موثر هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing and Explaining Comprehensive Model of Customer's Impulse Buying Based on Consumer Behavior Approach in the Chain Stores in Mashhad

نویسندگان [English]

  • hadi bastam 1
  • abbas sharifipour 2
  • Alireza Pooya 3
  • Ali Hosseinzadeh 4
1 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran(Visiting Professor) and Assisstant Proffesor of Business Managment , Tabaran Institute of Higher Education, Mashhad, Iran, E-mail:
2 Department of Management , Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran , E-mail: A.Sharifi126@gmail.com
3 Department of Management, Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ Heydariye, Iran(‌Visiting Professor) and Proffesor of Industrial Management, Ferdowsi University of Mashhad, Iran, E-mail: Alirezapooya@um.ac.ir
4 Department of Management , Torbat_e_Heydariye Branch, Islamic Azad University, Torbat_e_ E- Heydariye, Iran,mail: Hosseinzadeh56@gmail.com
چکیده [English]

Impulse buying is one of the most important and influential issues in the field of marketing and consumer behavior that has attracted the attention of many researchers and business owners in recent years.The purpose of this study is to achieve and define the impulse buying model of customers. The research methodology was with a combined approach‌(qualitative and quantitative). First, after studying the theoretical literature and conducting interviews with experts and using the content analysis method, the effective factors in the model, which consisted of 38 indicators and 6 main dimensions, were identified. Then, in order to establish the relationship and sequence between the dimensions and achieve their structural model, the interpretive structural modeling method was used and in the next step, the proposed model obtained through structural equations with the partial least squares approach was tested,that in stage, The collected 389 questionnaires were analyzed using Smart PLS software. Findings indicate that individual factors, store conditions, product characteristics, sales promotion, impulse buying experience and Customer mental conflict are effective on customers' impulse buying in chain stores in Mashhad.

کلیدواژه‌ها [English]

  • Consumer behavior‌
  • Impulse buying behavior
  • Interpretive structural modelling‌‌
  • Chain stores
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