بررسی تاثیر کمیابی و فقدان کنترل درک شده بر رفتار خرید پانیک در بحران
محورهای موضوعی : مطالعات رفتاری در مدیریتریحانه شعاع کاظمی 1 , مریم حسن زاده 2 * , علی قلی پور سلیمانی 3
1 - گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
3 - گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
کلید واژه: بحران, تأثیر اجتماعی, رفتار خرید پانیک, روان‌شناسی مصرف‌کننده, فقدان کنترل درک‌شده, کمیابی درک‌شده, هنجار اجتماعی. ,
چکیده مقاله :
در شرایط بحرانی، بروز رفتارهایی مانند خرید پانیک به‌عنوان واکنش‌های روان‌شناختی و هیجانی میان مصرف‌کنندگان رایج است. این رفتارها معمولاً از ترس، اضطراب و احساس بی‌ثباتی ناشی می‌شوند و می‌توانند پیامدهایی مانند کمبود کالا، افزایش قیمت و فشار روانی در جامعه ایجاد کنند. هدف این پژوهش بررسی تاثیر کمیابی درک شده و فقدان کنترل درک شده بر رفتار خرید پانیک در بحران در میان مصرف‌کنندگان ایرانی است. متغیرهایی نظیر هنجار اجتماعی، تأثیر اجتماعی، کمیابی درک‌شده و فقدان کنترل درک‌شده بررسی شدند. پژوهش به روش توصیفی-همبستگی و با استفاده از پرسش‌نامه استاندارد روی نمونه‌ای ۳۸۴ نفری از شهروندان گیلانی انجام شد. داده‌ها با مدل‌یابی معادلات ساختاری (SEM) تحلیل گردید. نتایج نشان داد هنجارهای اجتماعی و تأثیر اجتماعی اثر معناداری بر افزایش کمیابی درک‌شده دارند. همچنین، کمیابی درک‌شده و احساس فقدان کنترل به‌طور مستقیم با خرید پانیک مرتبط بودند، اما نقش تعدیل‌گرانه فقدان کنترل تأیید نشد. این یافته‌ها می‌توانند در طراحی مداخلات رفتاری و سیاست‌گذاری در شرایط بحران مؤثر باشند.
In times of crisis, behaviors such as panic buying often emerge as psychological and emotional responses among consumers. These behaviors are typically driven by fear, anxiety, and a sense of instability, and may result in consequences such as product shortages, price surges, and increased psychological pressure within society. The present study aimed to examine the effect of perceived scarcity and perceived lack of control on panic buying behavior during crises among Iranian consumers. Variables including social norms, social influence, perceived scarcity, and perceived lack of control were investigated. The research employed a descriptive-correlational design and used a standardized questionnaire administered to a sample of 384 citizens from Gilan province. Data were analyzed using Structural Equation Modeling (SEM). The results indicated that social norms and social influence had a significant impact on increasing perceived scarcity. Furthermore, both perceived scarcity and perceived lack of control were directly associated with panic buying behavior, although the moderating role of perceived lack of control was not confirmed. These findings can inform behavioral interventions and policy-making strategies in crisis situations.
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