ارائه الگوی ساختاری مضامین خرید تکانشی با رویکرد ویژگی شخصیتی مصرف کننده (مدل‌سازی ساختاری تفسیری)
محورهای موضوعی : مدیریت بازرگانی
راحله انصاری
1
,
سیدحسن حاتمی نسب
2
,
شهناز نایب زاده
3
1 - گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
2 - گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
3 - گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
کلید واژه: تحلیل مضمون, خرید تکانشی, ویژگی شخصیتی پنج عاملی, مدل‌سای ساختاری تفسیری,
چکیده مقاله :
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.
The present study was conducted with the aim of identifying impulse buying behavior as an abnormality of buying behavior and its relationship with the consumer's personality characteristics. The research method is mixed and practical in terms of purpose. In order to check the hypotheses of the model, an in-depth interview with a targeted sample of 23 women from Persian Gulf countries (Iran, Oman, Kuwait, UAE) involved with impulse buying disorder according to RFM scores and Barat 11 scale was used. Using Nvivo 10 software, the components and relationships of the model were extracted by thematic analysis method. Then, the evaluation of the model was done by means of interpretative structural modeling among a sample of 13 people of marketing and consumer behavior experts. After analyzing the data, the findings have led to the discovery of the face-to-face component, self-talk, Clayton's message, and purchasing capacity as new themes. The variables of buying pleasure, emotions, and usefulness were confirmed by past studies. The combination of marketing and marketing is effective in increasing the probability of the phenomenon being exposed to stimuli. Lack of self-control and situational factors also appear as effective variables between intention and behavior. Behavioral consequences for two parts of practical reactions and emotional consequences were also developed. According to experts, interpretive structural modeling has proven the effect of variables of external stimuli, marketing mix and situational factors more than other variables.
Abedi Jafari, H., Taslimi, M., Faghihi, A., & Sheikhzade, M. (2011). Thematic Analysis and Thematic Networks: A Simple and Efficient Method for Exploring Patterns Embedded in Qualitative Data Municipalities. Strategic Management Thought, 5(2), 151-198. (In Persian)
Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97.
Aragoncillo, L. A., & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing ESIC, 22(1), 42-62.
Aslipour, H., & Khanmohammadi, H. (2018). Interpretive Structural Analysis of Policy Making in National-Level Strategic Issues (Case Study of Environmental Issues). Journal of Management Improvement, 12(41), 25-44. (In Persian)
Atulkar, S., & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: does gender matter? International Journal of Retail & Distribution Management, 46(4), 386-405. https://doi.org/10.1108/IJRDM-12-2016-0239
Azar, A., Khosravani, F., & Jalali, R. (2016). Soft Operations Research, Problems Structural Approaches. Industrial Management Organization, Tehran. (In Persian)
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532.
Barkhi, R., & Wallace, L. (2007). The impact of personality type on purchasing decisions in virtual. Information Technology and Management, 8(4), 313-330.
Coley, A., & Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management, 7(3), 282-295.
Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective Journal of Indian Business Research, 9(4), 266-282.
Ekhtiari, H., Rezvanfard, M., & Mokri, A. (2009). Impulsivity and its deferent assessment tools: a review of view points and conducted researches. Iranian Journal of Psychiatry and Clinical Psychology, 14(3), 247-257. (In Persian)
Foroughi, A., Buang, N. A., Senik, Z. C., & Hajmisadeghi, R. S. (2013). Impulse buying behavior and moderating role of gender among Iranian shoppers. Journal of Basic and Applied Scientific Research, 3(4), 760-769. (In Persian)
Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33-39.
Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142, 1–16.
Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283.
Kafashpour, A., Tavakoli, A., & AlizadeZoram, A. (2012). Customer Segmentation According to Customer Life Time Value Using Data Mining Based on RFM Model. Iranian Journal of Public Management Researches, 15(5), 63-84. (In Persian)
Keiningham, T. L., Aksoy, L., & Bejou, D. (2006). Approches to measurement and management of customer value. Journal of Relationship Marketing, 5(2), 37-54.
Kim, S., & Eastin, M. S. (2011). Hedonic tendencies and the online consumer: an investigation of the online shopping process. Journal of Internet Commerce, 10(1), 68-90.
Lahath, A., Omar, N. A., Ali, M. H., Tseng, M. L., & Yazid, Z. (2021). Exploring food waste during the COVID-19 pandemic among Malaysian consumers: The effect of social media, neuroticism, and impulse buying on food waste. Sustainable Production and Consumption, 28, 519–531.
Li, C., Wang, Y., Lv, X., & Li, H. (2021). To buy or not to buy? The effect of time scarcity and travel experience on tourists’ impulse buying. Annals of Tourism Research, 86, 103083.
Meena, K., & Thakkar, J. (2014). Development of Balanced Scorecard for healthcare using Interpretive Structural Modeling and Analytic Network Process. Journal of Advances in Management Research, 11(3), 232-256.
Mihi_c, M., & Kursan, I. (2010). Assessing the situational factors and impulsive buying behavior: market segmentation approach. Management: Journal of Contemporary Management Issues, 15(2), 47-66.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149-160.
Olsen, S. O., Tudoran, A. A., Honkanen, P., & Verplanken, B. (2016). Differences and Similarities between Impulse Buying and Variety Seeking: A Personality-based Perspective. Psychology & Marketing, 33(1), 36-47.
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively. Information Systems Research, 20(1), 60-78.
Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 102554.
Ramazanian, M., Mombiniy, Y., & Moradi, M. (2015). The effects of information technology based retail channels integration on retail stores performance: mediating role of organizational Ambidexterity (case study: Rasht stores). Journal of Information Technology Management, 7(4), 741-768. (In Persian)
Stanford, M., Mathias, C., Dougherty, D., Lake, S., Anderson, N., & Patton, J. (2009). Fifty years of the Barratt impulsiveness scale: An update and review. Personality & Individual Differences, 47, 385–395.
Szalai, I. (2015). Market focus: Beauty growth dynamics in the middle East and Turkey. Global Industry Trends. https://connect.in-cosmetics.com/regions/global/market-focus-beauty-growth-dynamics-in-the-middle-east-and-turkey/
Thompson, E. R., & Prendergast, G. P. (2015). The influence of trait affect and the five-factor personality model on impulse buying. Pers. Indiv. Differ, 76, 216–221.
Tran, V. D. (2022). Consumer impulse buying behavior: the role of confidence as moderating effect. Heliyon, 8(6).
Verhagen, T., & Van Dolen, W. M. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48, 320–327.
Wang, X., Tauni, M. Z., Zhang, Q., Ali, A., & Ali, F. Does buyer-seller personality match enhance impulsive buying? A green marketing context. Journal of Marketing Theory and Practice, 28, 436-446. https://doi.org/10.1080/10696679.2020.1780137
Wong, H. L., Tu, Y. H., & Lin, M. C. (2010). The validity of five-factor model of personality to predicting impulse buying tendency Fourth International Conference on Genetic and Evolutionary Computing,
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683.
Yoon, S., Suk, K., Lee, S., & Park, E. (2011). To seek variety or uniformity: The role of culture in consumers' choice in a group setting. Marketing Letters, 22, 49-64.
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522-543.
Zhang, L., Shao, Z., Zhang, J., & Li, X. (2022). The situational nature of impulse buying on mobile platforms: A cross-temporal investigation. Electronic Commerce Research and Applications, 56.
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Abedi Jafari, H., Taslimi, M., Faghihi, A., & Sheikhzade, M. (2011). Thematic Analysis and Thematic Networks: A Simple and Efficient Method for Exploring Patterns Embedded in Qualitative Data Municipalities. Strategic Management Thought, 5(2), 151-198. (In Persian)
Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97.
Aragoncillo, L. A., & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing ESIC, 22(1), 42-62.
Aslipour, H., & Khanmohammadi, H. (2018). Interpretive Structural Analysis of Policy Making in National-Level Strategic Issues (Case Study of Environmental Issues). Journal of Management Improvement, 12(41), 25-44. (In Persian)
Atulkar, S., & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: does gender matter? International Journal of Retail & Distribution Management, 46(4), 386-405. https://doi.org/10.1108/IJRDM-12-2016-0239
Azar, A., Khosravani, F., & Jalali, R. (2016). Soft Operations Research, Problems Structural Approaches. Industrial Management Organization, Tehran. (In Persian)
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532.
Barkhi, R., & Wallace, L. (2007). The impact of personality type on purchasing decisions in virtual. Information Technology and Management, 8(4), 313-330.
Coley, A., & Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management, 7(3), 282-295.
Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective Journal of Indian Business Research, 9(4), 266-282.
Ekhtiari, H., Rezvanfard, M., & Mokri, A. (2009). Impulsivity and its deferent assessment tools: a review of view points and conducted researches. Iranian Journal of Psychiatry and Clinical Psychology, 14(3), 247-257. (In Persian)
Foroughi, A., Buang, N. A., Senik, Z. C., & Hajmisadeghi, R. S. (2013). Impulse buying behavior and moderating role of gender among Iranian shoppers. Journal of Basic and Applied Scientific Research, 3(4), 760-769. (In Persian)
Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33-39.
Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142, 1–16.
Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283.
Kafashpour, A., Tavakoli, A., & AlizadeZoram, A. (2012). Customer Segmentation According to Customer Life Time Value Using Data Mining Based on RFM Model. Iranian Journal of Public Management Researches, 15(5), 63-84. (In Persian)
Keiningham, T. L., Aksoy, L., & Bejou, D. (2006). Approches to measurement and management of customer value. Journal of Relationship Marketing, 5(2), 37-54.
Kim, S., & Eastin, M. S. (2011). Hedonic tendencies and the online consumer: an investigation of the online shopping process. Journal of Internet Commerce, 10(1), 68-90.
Lahath, A., Omar, N. A., Ali, M. H., Tseng, M. L., & Yazid, Z. (2021). Exploring food waste during the COVID-19 pandemic among Malaysian consumers: The effect of social media, neuroticism, and impulse buying on food waste. Sustainable Production and Consumption, 28, 519–531.
Li, C., Wang, Y., Lv, X., & Li, H. (2021). To buy or not to buy? The effect of time scarcity and travel experience on tourists’ impulse buying. Annals of Tourism Research, 86, 103083.
Meena, K., & Thakkar, J. (2014). Development of Balanced Scorecard for healthcare using Interpretive Structural Modeling and Analytic Network Process. Journal of Advances in Management Research, 11(3), 232-256.
Mihi_c, M., & Kursan, I. (2010). Assessing the situational factors and impulsive buying behavior: market segmentation approach. Management: Journal of Contemporary Management Issues, 15(2), 47-66.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149-160.
Olsen, S. O., Tudoran, A. A., Honkanen, P., & Verplanken, B. (2016). Differences and Similarities between Impulse Buying and Variety Seeking: A Personality-based Perspective. Psychology & Marketing, 33(1), 36-47.
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively. Information Systems Research, 20(1), 60-78.
Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 102554.
Ramazanian, M., Mombiniy, Y., & Moradi, M. (2015). The effects of information technology based retail channels integration on retail stores performance: mediating role of organizational Ambidexterity (case study: Rasht stores). Journal of Information Technology Management, 7(4), 741-768. (In Persian)
Stanford, M., Mathias, C., Dougherty, D., Lake, S., Anderson, N., & Patton, J. (2009). Fifty years of the Barratt impulsiveness scale: An update and review. Personality & Individual Differences, 47, 385–395.
Szalai, I. (2015). Market focus: Beauty growth dynamics in the middle East and Turkey. Global Industry Trends. https://connect.in-cosmetics.com/regions/global/market-focus-beauty-growth-dynamics-in-the-middle-east-and-turkey/
Thompson, E. R., & Prendergast, G. P. (2015). The influence of trait affect and the five-factor personality model on impulse buying. Pers. Indiv. Differ, 76, 216–221.
Tran, V. D. (2022). Consumer impulse buying behavior: the role of confidence as moderating effect. Heliyon, 8(6).
Verhagen, T., & Van Dolen, W. M. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48, 320–327.
Wang, X., Tauni, M. Z., Zhang, Q., Ali, A., & Ali, F. Does buyer-seller personality match enhance impulsive buying? A green marketing context. Journal of Marketing Theory and Practice, 28, 436-446. https://doi.org/10.1080/10696679.2020.1780137
Wong, H. L., Tu, Y. H., & Lin, M. C. (2010). The validity of five-factor model of personality to predicting impulse buying tendency Fourth International Conference on Genetic and Evolutionary Computing,
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683.
Yoon, S., Suk, K., Lee, S., & Park, E. (2011). To seek variety or uniformity: The role of culture in consumers' choice in a group setting. Marketing Letters, 22, 49-64.
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522-543.
Zhang, L., Shao, Z., Zhang, J., & Li, X. (2022). The situational nature of impulse buying on mobile platforms: A cross-temporal investigation. Electronic Commerce Research and Applications, 56.