بررسی تأثیر عوامل موقعیتی بر رفتار خرید مصرف‌کنندگان به‌منظور بهره‌وری مراکز تجاری کیش
محورهای موضوعی : مدیریت بازرگانی
احسان سلیم‌پور
1
,
داریوش جمشیدی
2
,
علیرضا روستا
3
1 - دانشجوی دکتری گروه مدیریت بازرگانی، واحدبین‌المللی کیش،دانشگاه آزاد اسلامی،جزیره کیش،ایران
2 - استادیار گروه مدیریت بازرگانی، واحد خنج، دانشگاه آزاد اسلامی، فارس، ایران
3 - استادیار گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: سودآوری, بهره‌وری, رفتار خرید, عوامل موقعیتی, مراکز تجاری کیش,
چکیده مقاله :
در تحقیق حاضر به بررسی چگونگی تأثیر عوامل موقعیتی بر رفتار خرید مصرف‌کنندگان در زمینة بهره‌وری مراکز تجاری کیش پرداخته‌شده است. روش تحقیق از نوع کاربردی و ازلحاظ رویکرد، اکتشافی - تبیینی و شیوه انجام نیز به‌صورت آمیخته (کیفی-کمی) است. جامعه آماری در بخش کیفی شامل مدیران مراکز تجاری کیش و در بخش کمی شامل مشتریان مراکز تجاری کیش است که از میان گروه اول به روش گلوله برفی هدفمند تعداد 12 نمونه و از میان گروه دوم به روش تصادفی ساده تعداد 117 نمونه، انتخاب شد. برای تجزیه‌وتحلیل اطلاعات در بخش کیفی از تئوری داده بنیاد و در بخش کمی از مدل‌سازی معادلات ساختاری استفاده شد. یافته‌های مبتنی بر نظریه داده بنیاد در بخش کیفی نشان داد، عوامل موقعیتی از طریق 7 مؤلفه پول در دسترس، گشت‌وگذار در فروشگاه، محیط اجتماعی، برخورد فروشنده، ویژگی‌های فیزیکی، امنیت و تفریح و سرگرمی، تمایلات رفتاری مشتریان را تحت تأثیر قرار می‌دهد. تمایلات رفتاری مشتریان نیز بر قصد خرید آن‌ها تأثیر می‌گذارد. همچنین، عوامل بازاریابی به‌عنوان شرایط زمینه و عوامل مدیریتی به عنوان عوامل مداخله‌گر بر قصد خرید مشتریان تأثیر گذاشته و موجب بهره‌وری مراکز تجاری کیش می‌شود. یافته‌های کمی نیز تأییدی بر یافته‌های بخش کیفی است؛ به‌طوری‌که نتایج حاصل از مدل‌سازی معادلات ساختاری نشان داد، عوامل موقعیتی به تمایلات رفتاری؛ تمایلات رفتاری، آمیخته بازاریابی و عوامل مدیریتی به‌قصد خرید؛ و قصد خرید به بهره‌وری مؤثر است. بنابراین می‌توان گفت، بهبود بهره‌وری مراکز تجاری کیش پروسه پیچیده‌ای بوده، به‌شدت تحت تأثیر عوامل موقعیتی، عوامل بازاریابی و عوامل مدیریتی قرار دارد.
In this paper, the effect of situational factors on the consumers' buying behavior has been investigated in order to increase the productivity of Kish business centers. This applied exploratory-explanatory research has a mixed (qualitative-quantitative) method design. The statistical population in the qualitative part included the managers of Kish business centers and in the quantitative part included the customers of Kish business centers. From the first group, 12 samples were selected through targeted snowball method and from the second group, 117 samples were recruited through simple random sampling procedure. Grounded theory was used to analyze the qualitative data and to analyze the quantitative data structural equation modeling was employed. The findings regarding the qualitative part showed that situational factors affecting the consumers’ behavioral tendencies include: available money, store browsing, social environment, seller attitude, physical characteristics, security and entertainment. It was also found that customers' behavioral tendencies affect their intention to buy. Additionally, it was revealed that marketing factors such as background conditions and management factors as intervening factors affect the customers’ intention to buy and make Kish business centers productive. The analyses of the quantitative data also confirmed the findings of the qualitative part sinc the results of the structural equation modeling showed that situational factors affect behavioral tendencies, behavioral tendencies, marketing and managerial factors affect shopping, and the intention to buy affects productivity. Therefore, it can be said that improving the productivity of Kish business centers is a complex process and is influenced by situational, marketing and managerial factors.
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Grimmer, M., Kilburn, A. P., & Miles, M. P. (2016). The effect of purchase situation on realized pro-environmental consumer behavior. Journal of Business Research, 69(5), 1582–1586.
Hashemi, S. M., & Mohammadi Alavijeh, D. (2020). Investigating the Impact of Green Marketing on Purchasing Intent with the Mediating Role of the Company Image with a Productivity Promotion Approach (Case Study: Shuttle Customers), Journal of Productivity Management, 13,(49), 145-167. [In Pershian].
Kiani, N., & Radfer, R. (2016). Identifying and ranking the factors affecting the productivity of the organization using Dimatel model, Journal of Productivity Management, Volume 9, 4 (35), 111-130.[In Pershian].
Kim, J., Kim, M., Choi, J., & Trivedi, M. (2019). Offline social interactions and online shopping demand: Does the degree of social interactions matter? Journal of Business Research, 99, 373-381.
Loebnitz, N., Loose, S. M., & Grunert, K. G. (2015). Impacts of situational factors on process attribute uses for food purchases, Food Quality and Preference, 44, 84-91.
Mincer, J. (1974). Schooling, experience and earnings, National Bureau of Economic Research, New York, 1-152.
Monadi, A., Hosseinzadeh Dalir, K., & Ezzat Panah, B. (2020). Evaluation of effective factors in introducing traditional Iranian markets as a tourism brand, an approach to promote tourism productivity (Case study: Tabriz Bazaar), Journal of Productivity Management, Volume 14, (55), 120-139. [In Pershian].
Nicholls, J.A.F., Sydney, R., Sandipa, D., & Lucette B. C. (2016). Relationship between situational variables and purchasing in India and the USA, International Marketing Review, 13(6), 6-21.
Sadegh, S., Motallebi Varkani, A., Alipour Darvish, Z., Sadeghi Sedghiani, J., & Mohammadi Moghadam, Y. (2020). Productivity of Human Capital in Strategic Organizations and Application Model Design Using Structural Equation Model and Covariance Matrix (Case Study: Army Strategic Navy), Journal of Productivity Management, 14(55), 24-48 .[In Pershian].
Schultz, T.W.(1961). Investment in Human Capital. Am.Econ. Rev.,51(1):1-17.
Sedghi Bukani, N., Seyed Abbaszadeh, M. M., Qalehei, A., Mohajeran, B., & Bagheri Majd, R. (2015). Investigating the Factors Affecting Productivity and Improving the Quality of Centers and Units of Islamic Azad University of Region 2, Journal of Productivity Management, 8(29), 119-142.[In Pershian].
Upadhyay, P., Upadhyay, S. K., & Shukla, K. K. (2017). A Mathematical Model of Consumers’ Buying Behaviour Based On Multiresolution Analysis, Procedia Computer Science, 122, 564-571.
Visser, M., Schoormans, J., & Vogtländer, J. (2018). Consumer buying behaviour of sustainable vacuum cleaners-Consequences for design and marketing, Journal of Cleaner Production, Volume 195, 664-673.
Wagner, G., Schramm-Klein, H., & Steinmann, S.(2020). Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment, Journal of Business Research, 107, 256-270.
Welch, F. (1970). Education in production. J. Polit. Econ., 78: 35-59.
Yazhari, M. S., Rasouli Saghay, H., & Mahmoudzadeh, M. (2020). Identifying the Challenges Facing the Electronic Power Industry and Providing a Model for Improving the Sales Level of Products Using Structural Equation Modeling (Case Study: Electronic Power Industry of East Azerbaijan Province), Journal of Productivity Management, Volume 13, 1(48),221-248.[In Pershian].
_||_Adeli, A. (2015). Investigation of some situational factors affecting the behavior of domestic fish consumers in Tehran, Fisheries Journal, Iranian Journal of Natural Resources, Volume 67, 2, 251-261 [In Pershian].
Akasheh, S., & Shakib, B. (2017). A meta-analytical study of the effect of sincere behavior and mutual understanding between manager and employee on organizational productivity, Third International Conference on Management, Accounting and Knowledge-Based Economics with Emphasis on Economics [In Pershian].
Anderson, P.K., Kristensson, P., Wastlund, E., & Gustafsson, A. (2012). Let the music play or not: The influence of background music on consumer behavior. Journal of Retailing and Consumer Services 19(6), 553–560.
Bartoloni, E., Baussola, M., & Bagnato, L. (2020). Waiting for Godot? Success or failure of firms’ growth in a panel of Italian manufacturing firms, Structural Change and Economic Dynamics, Volume 55, 259-275.
Becker, G. S. (1964). Human Capital, a Theoretical and Empirical Analysis, with Special Reference to Education. Columbia University Press, New York, 1-87.
Grimmer, M., Kilburn, A. P., & Miles, M. P. (2016). The effect of purchase situation on realized pro-environmental consumer behavior. Journal of Business Research, 69(5), 1582–1586.
Hashemi, S. M., & Mohammadi Alavijeh, D. (2020). Investigating the Impact of Green Marketing on Purchasing Intent with the Mediating Role of the Company Image with a Productivity Promotion Approach (Case Study: Shuttle Customers), Journal of Productivity Management, 13,(49), 145-167. [In Pershian].
Kiani, N., & Radfer, R. (2016). Identifying and ranking the factors affecting the productivity of the organization using Dimatel model, Journal of Productivity Management, Volume 9, 4 (35), 111-130.[In Pershian].
Kim, J., Kim, M., Choi, J., & Trivedi, M. (2019). Offline social interactions and online shopping demand: Does the degree of social interactions matter? Journal of Business Research, 99, 373-381.
Loebnitz, N., Loose, S. M., & Grunert, K. G. (2015). Impacts of situational factors on process attribute uses for food purchases, Food Quality and Preference, 44, 84-91.
Mincer, J. (1974). Schooling, experience and earnings, National Bureau of Economic Research, New York, 1-152.
Monadi, A., Hosseinzadeh Dalir, K., & Ezzat Panah, B. (2020). Evaluation of effective factors in introducing traditional Iranian markets as a tourism brand, an approach to promote tourism productivity (Case study: Tabriz Bazaar), Journal of Productivity Management, Volume 14, (55), 120-139. [In Pershian].
Nicholls, J.A.F., Sydney, R., Sandipa, D., & Lucette B. C. (2016). Relationship between situational variables and purchasing in India and the USA, International Marketing Review, 13(6), 6-21.
Sadegh, S., Motallebi Varkani, A., Alipour Darvish, Z., Sadeghi Sedghiani, J., & Mohammadi Moghadam, Y. (2020). Productivity of Human Capital in Strategic Organizations and Application Model Design Using Structural Equation Model and Covariance Matrix (Case Study: Army Strategic Navy), Journal of Productivity Management, 14(55), 24-48 .[In Pershian].
Schultz, T.W.(1961). Investment in Human Capital. Am.Econ. Rev.,51(1):1-17.
Sedghi Bukani, N., Seyed Abbaszadeh, M. M., Qalehei, A., Mohajeran, B., & Bagheri Majd, R. (2015). Investigating the Factors Affecting Productivity and Improving the Quality of Centers and Units of Islamic Azad University of Region 2, Journal of Productivity Management, 8(29), 119-142.[In Pershian].
Upadhyay, P., Upadhyay, S. K., & Shukla, K. K. (2017). A Mathematical Model of Consumers’ Buying Behaviour Based On Multiresolution Analysis, Procedia Computer Science, 122, 564-571.
Visser, M., Schoormans, J., & Vogtländer, J. (2018). Consumer buying behaviour of sustainable vacuum cleaners-Consequences for design and marketing, Journal of Cleaner Production, Volume 195, 664-673.
Wagner, G., Schramm-Klein, H., & Steinmann, S.(2020). Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment, Journal of Business Research, 107, 256-270.
Welch, F. (1970). Education in production. J. Polit. Econ., 78: 35-59.
Yazhari, M. S., Rasouli Saghay, H., & Mahmoudzadeh, M. (2020). Identifying the Challenges Facing the Electronic Power Industry and Providing a Model for Improving the Sales Level of Products Using Structural Equation Modeling (Case Study: Electronic Power Industry of East Azerbaijan Province), Journal of Productivity Management, Volume 13, 1(48),221-248.[In Pershian].