ترس ناشی از همه‌گیری کووید-19 و رفتار خرید مصرف‌کننده در گروه‌های مختلف نسلی ایران
الموضوعات :
مهشاد عاملی
1
,
بیتا یزدانی
2
,
مهری مهدیخانی
3
1 - گروه مدیریت، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران.
2 - استادیار، گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران.
3 - دکتری تخصصی بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
الکلمات المفتاحية: ترس, ترس از سلامتی, ترس از شرایط اقتصادی, رفتار خرید مصرف‌کننده, نسل‌ها, کووید-19,
ملخص المقالة :
هدف: شیوع ویروس کرونا تأثیرات گسترده‌ای بر زندگی روزمره، رفتار مصرف‌کننده و نحوه عملکرد کسب‌وکارها داشته است. هدف این پژوهش، بررسی تأثیر ترس ناشی از همه‌گیری کووید-19 (شامل ترس از سلامتی و ترس از شرایط اقتصادی) بر رفتار خرید مصرف‌کنندگان در گروه‌های نسلی مختلف است.
روش‌شناسی پژوهش: این مطالعه از نظر ماهیت، توصیفی-پیمایشی و از نظر هدف، کاربردی است. جامعه آماری شامل کلیه مصرف‌کنندگان در استان‌های تهران، اصفهان، فارس، آذربایجان شرقی و البرز است. نمونه‌گیری به‌صورت تصادفی خوشه‌ای انجام شده و حجم نمونه 368 نفر است. برای جمع‌آوری داده‌ها از پرسش‌نامه (به‌صورت آنلاین و چاپی) استفاده شده است. روایی ابزار با نظر خبرگان و پیش‌آزمون، و پایایی آن با محاسبه آلفای کرونباخ تأیید شده است. تحلیل داده‌ها با استفاده از نرم‌افزار SPSS26 انجام گرفته است.
یافته‌ها: نتایج نشان داد که ترس از سلامتی و ترس از شرایط اقتصادی، هردو به تغییر در رفتار خرید مصرف‌کنندگان منجر شده‌اند. همچنین، تفاوت معناداری میان نسل‌های مختلف از نظر میزان ترس (هم از نظر سلامتی و هم اقتصادی) و رفتار خرید وجود دارد.
اصالت / ارزش‌افزوده علمی: این پژوهش با تمرکز بر تحلیل مقایسه‌ای بین نسل‌های مختلف در دوران پاندمی، به درک بهتر از تغییرات رفتاری مصرف‌کنندگان کمک می‌کند و می‌تواند راهنمایی مؤثر برای تصمیم‌گیری‌های بازاریابی و مدیریتی در شرایط بحران‌های مشابه آینده باشد.
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