ارائه الگوی ساختاری مضامین خرید تکانشی با رویکرد ویژگی شخصیتی مصرف کننده (مدل‌سازی ساختاری تفسیری)

فصلنامه مطالعات مدیریت و توسعه پایدار

مقاله 4، دوره 2، شماره 4 - شماره پیاپی 8، اسفند 1401، صفحه 63-89   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30495/msds.2023.1977170.1110

نویسندگان

راحله انصاری؛ سیدحسن حاتمی نسب^* ؛ شهناز نایب زاده

گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

چکیده

پژوهش حاضر با هدف شناسایی رفتار خرید تکانشی به‌عنوان یک ناهنجاری رفتار خرید و رابطه آن با ویژگی‌های شخصیتی مصرف‌کننده انجام شده است. روش پژوهش آمیخته و به لحاظ هدف کاربردی است. جهت بررسی فرضیه‌های مدل از مصاحبه عمیق با یک نمونه هدفمند ۲۳ نفری از زنان کشورهای حاشیه خلیج فارس (ایران، عمان، کویت، امارات) درگیر با ناهنجاری خرید تکانشی طبق نمرات آر.اف.ام و مقیاس بارات۱۱ استفاده شده است. با استفاده از نرم‌افزار Nvivo10 مؤلفه‌ها و روابط مدل به روش تحلیل مضمون استخراج شد. سپس، سنجش مدل به روش مدل‌سازی ساختاری تفسیری در بین نمونه 13 نفری از خبرگان بازاریابی و رفتار مصرف‌کننده انجام شد. یافته‌ها پس از تجزیه و تحلیل داده‌ها منجر به اکتشاف مؤلفه رودربایستی، خودشگفت‌زدگی، پیام کلایتون و ظرفیت خرید بعنوان مضامین جدید شده است. متغیرهای حظّ از خرید، عواطف، سودمندی توسط مطالعات گذشته تأیید شد. آمیخته بازاریابی و بازارگردی در افزایش احتمال قرارگیری پدیده در معرض محرک‌ها مAثر است. فقدان خودکنترلی و عوامل موقعیتی نیز به‌عنوان متغیر مؤثر بین قصد و رفتار بروز می‌کند. پیامد رفتاری شامل دو بخش واکنش‌های عملی و عواقب احساسی نیز توسعه یافت. مدل‌سازی ساختاری تفسیری به زعم خبرگان تأثیر متغیرهای محرک‌های بیرونی، آمیخته بازاریابی و عوامل موقعیتی را بیشتر از سایر متغیرها اثبات نموده است.

کلیدواژه‌ها

خرید تکانشی؛ ویژگی شخصیتی پنج عاملی؛ تحلیل مضمون؛ مدل‌سای ساختاری تفسیری

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