شناسایی الگوهای ذهنی عوامل انسانی فروشگاه در خصوص شناسایی عوامل موثر بر خرید ناگهانی با کاربست روش کیو

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

نویسندگان

1 دانشجوی دکتری گروه مدیریت، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران

2 استادیار گروه مدیریت،واحد بابل،دانشگاه آزاد اسلامی،بابل،ایران

3 استادیار گروه مدیریت،واحد بابل،دانشگاه ازاد اسلامی ،بابل،ایران

10.22080/jem.2021.20020.3371

چکیده

خرید ناگهانی ریشه در رفتار مصرف‌کننده دارد و از مفاهیم ارزشمند محیط بازار محسوب ‌‌‌‌‌‌می‌شود‌؛ زیرا مدیران بازاریابی با شناسایی محرک‌های تأثیرگذار بر خرید ناگهانی می‌توانند فروش و سودآوری خود را افزایش دهند. هدف این تحقیق شناسایی الگوهای ذهنی عوامل انسانی فروشگاه‌ها در خصوص شناسایی عوامل موثر بر خرید ناگهانی با کاربست روش کیو است. این پژوهش از لحاظ هدف در رسته‌ی پژوهش‌های کاربردی – توسعه ای و به لحاظ شیوه‌ی  جمع آوری داده‌ها از نوع ترکیبی می‌باشد. در مرحله گردآوری نظرات از روش کیفی و در مرحله‌ی کشف ذهنیات از رویکرد کمی استفاده شده است . روش تجزیه و تحلیل داده‌ها در بخش کمی، تحلیل عاملی اکتشافی توسط نرم افزار آماری SPSS23 بود. مشارکت کنندگان این پژوهش اساتید دانشگاهی و خبرگان حوزه فروش در فروشگاه‌های زنجیره‌ای هستند که تعداد آنها 30 نفر در استان مازندران است. بر اساس الگوی نمونه برداری در روش کیو تعداد 10 نفر از اساتید دانشگاهی و خبرگان حوزه فروش که با موضوع تحقیق ارتباط مستقیم داشتند، به عنوان نمونه انتخاب شدند. نوع نمونه گیری، نمونه گیری هدفمند(قضاوتی) می‌باشد. پس از تشکیل 100 گزاره کیو و توزیع آن در بین مشارکت‌کنندگان تعداد 41گزاره باقی ماند. نتایج نشان داد که شش عامل: شخصیتی، موقعیتی فردی، موقعیتی درون فروشگاهی، زندگی نامه‌ای، اقتصادی و بازاریابی بر رفتار خرید ناگهانی تاثیرگذار هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying Mental Patterns of Human Factors in the Store Regarding Identifying the Factors Affecting Impulsive Buying by Using Q Methodology

نویسندگان [English]

  • Elham Fasihe 1
  • Mehdi Rouholamini 2
  • Shahrbano Gholipour 3
1 Phd student, Department of Management,, Babol Branch, Islamic Azad University, Babol, Iran
2 َAssistant professor, Department of Management,, Bobol Branch, Islamic Azad University, Babol, Iran
3 Assistant professor, Department of Management, Islamic Azad University, Babol, Iran
چکیده [English]

Impulsive buying is rooted in consumer behavior and is a valuable concept in a market environment; because marketing managers can increase their sales and profitability by identifying the stimuli that affect impulse purchases. The purpose of this study is to identify the mental patterns of human factors in stores regarding the identification of factors affecting the impulse purchase using the Q method.This research is in terms of purpose in the field of applied-developmental research and in terms of data collection method is a combination. In the stage of collecting opinions, the qualitative method has been used and in the stage of discovering mentalities, the quantitative approach has been used.The method of data analysis in quantitative part was exploratory factor analysis by SPSS23 statistical software. The participants of this research are university professors and experts in the field of sales in chain stores, which number 30 people in Mazandaran province. Based on the sampling model in Q method, 10 university professors and sales experts who were directly related to the research topic were selected as the sample. The type of sampling is Targeted sampling. After forming 100 Q statements and distributing them among the participants, 36 statements remained. The results showed that six factors: personality, personal position, in-store position, biography, economics and marketing influence impulsive buying behavior

کلیدواژه‌ها [English]

  • Shopping Behavior - Consumer Behavior
  • Impulsive purchasing Behavior - Chain Stores
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