با همکاری مشترک دانشگاه پیام نور و انجمن مدیریت دولتی ایران و انجمن مدیریت رفتار سازمانی

نوع مقاله : اکتشافی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد عجبشیر، دانشگاه آزاد اسلامی، عجبشیر، ایران.

2 استادیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران .

3 استادیار گروه مدیریت، واحد عجب شیر، دانشگاه آزاد اسلامی، عجب شیر، ایران.

4 استادیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

چکیده

خرید تکانشی از مفاهیم جدید بازاریابی است که اشاره به خرید بر پایه احساس، هیجان، لذت، بدون برنامه‌ریزی قبلی و درک از ریسک و توجه به پیامدها دارد که فرد به‌محض قرار گرفتن در معرض محرک میل به مالکیت سریع محصول را در خود حس می‌کند. این‌گونه رفتارها بر پایه هیجان، احساسات و رفتار غیرعقلایی مصرف‌کننده تأکید دارد. هدف این پژوهش، طراحی مدل فرایندی جامعه‌شناختی خرید تکانشی و شناسایی عوامل اثرگذار و تعدیلگر و میانجی آن از طریق روش آمیخته است. به این منظور در بخش کیفی از روش فراترکیب ابعاد و مؤلفه‌های جامعه‌شناختی مؤثر بر خرید تکانشی استخراج  و سپس مدل اولیه تحقیق طراحی شد. و در بخش کمی مدل به دست آمده در بخش کیفی و فرضیات پژوهش با کمک روش تحلیل عامل تأییدی و معادلات ساختاری آزمون شدند. با استفاده از فرمول کوکران تعداد 80 نفر به‌عنوان نمونه از میان فروشندگان و بازاریابان فروشگاه رفاه استان های مازندران و آذربایجان شرقی انتخاب شدند. در ابتدا در بخش کیفی پس از تحلیل کسپ در نهایت ۱۵۳ پژوهش در رابطه با موضوع وارد مرحله تحلیل شدند. که در مرحله اول 61 کد از متون استخراج شد و سپس کدهای انتخاب شده برای رمزگذاری وارد نرم‌افزار مکس کیودا شدند. در پایان پس از تلفیق  15 مفهوم متمایز شناسایی شد. برای سنجش روایی از روایی نظری و و برای سنجش پایایی از شاخص کاپای کوهن استفاده شد. که ضریب کاپای کوهن برای پژوهش مدل 779/0 در سطح معناداری 000/0 به دست آمد و معناداری آن تأیید شد. سپس به‌منظور تست مدل تعداد 80 پرسشنامه بین فروشندگان و بازاریابان فروشگاه زنجیره ای رفاه در استان مازندران و آذربایجان توزیع شد و با کمک تحلیل عامل تائیدی تست شد. نهایتا در بین ابعاد بدست آمده محیط عمومی (با 6 تم فرعی) به‌عنوان متغیر مستقل، روندها ( با 7 تم فرعی) به‌عنوان تعدیل گر، اشخاص اثرگذار و هنجارهای اجتماعی ( با 6 تم فرعی ) به‌عنوان متغیرهای میانجی بر خرید تکانشی (با 7 ویژگی) اثرگذار بود. همچنین فرایند و نوع روابط این متغیر در مدل نهایی به دست آمد. در انتها پیشنهادهای به جامعه‌شناسان و نهادهای ذی‎ربط در راستای مدیریت دیدگاه جامعه بر خرید تکانشی ارائه گردید

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Sociological Model of Impulse Buying Using Meta Synthesis Method

نویسندگان [English]

  • Maedeh Farhat 1
  • Hossin gharehbiglo 2
  • Hossin Bodaghi khaje Nobar 3
  • Yaghob Alavi Matin 4

1 PhD Student in Business Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran.

2 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

3 Assistant Professor, Department of Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran.

4 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

چکیده [English]

Impulse buying refers to buying based on feeling, excitement, pleasure, without planning and checking opinions and paying attention to the consequences that a person feels in himself as soon as he is exposed to the stimulus of the desire to own the product quickly. The purpose of this research is designing a sociological process model of impulse buying and determining its influencing, moderating and mediating factors through a mixed method. For this purpose, in the qualitative part, sociological dimensions and effective components on impulse buying were extracted and then the initial research model was designed. And in the quantitative part, the obtained model and the hypotheses were tested via confirmatory factor analysis and structural equations. Through Cochran's formula, 80 people were selected as a sample from among the sellers and marketers of Refah stores in Mazandaran and East Azerbaijan provinces. At first, in the qualitative section, after the analysis of CASP, finally 153 research related to the subject entered the analysis stage. In the first step, 61 codes were extracted from the texts and then the selected codes were entered into the MaxQDA software for encoding. At the end, 15 distinct concepts were identified.After the integration. Theoretical validity was used to measure validity and Cohen's Kappa index was used to measure reliability. The coefficient of Cohen's kappa for the research model was 0.779 at a significance level of 0.000 and its significance was confirmed. Then, in order to test the model, 80 questionnaires were distributed. Finally, among the obtained dimensions, public environment (with 6 sub-themes) as an independent variable, trends (with 7 sub-themes) as moderators, influential persons and social norms (with 6 sub-themes) as mediating variables on purchasing. Impulsivity (with 7 features) was effective. The results indicated that all the hyphosesis and their relationships were confirmed, and the process and type of relationships of this variable were obtained in the final model.

کلیدواژه‌ها [English]

  • Effective Factor on Impulsive Buying
  • Impulsive Buying Features
  • Metasynthesis
  • Confirmatory Factors Analysis
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