Investigating values of purchase through the green image of store on impulse purchase and customer loyalty
الموضوعات :
1 - دانشیار، گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران
2 - دانشجوی دکتری مدیریت بازرگانی - مدیریت بازاریابی، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران
الکلمات المفتاحية: Value of purchase, green image, impulse purchase, loyalty,
ملخص المقالة :
In consumer behavior, purchase field is an interesting field for marketers and psychologists. This area investigates types of purchase and factors affecting them. In the meantime, in order to succeed in markets, understanding customers' consumption values and their impact on consumers' behavior is one of crucial issues. The aim of this study is to determine the relationship between values of purchase through green image on impulse purchase and customer loyalty. The statistical population in this study consists of customers of purchase centers of Iran in 2024. The number of sample is estimated as 384 people. Regarding the purpose, this study is applied and belongs to descriptive- survey and correlational researches. For data collection standard questionnaire of Irene et al. was used, whose validity is determined by nominal and heuristic method and its reliability was measured by Cronbach's alpha coefficient as 0.87. For data analysis and hypothesis testing by path analysis and structural equation, LISREL software is used. The results show that there is no significant relationship between hedonistic values and materialistic values through green image of store with impulse purchase but there is significant relationship between hedonistic values and materialistic values through green image of store with loyalty.
1. Abbasi, Javad and Jafari, Layla (2011). Investigation of Influential Factors of impulse purchase behavior of women on supermarket products. Journal of Marketing Management
2. Dehghan, N. A., Alizadeh, H., & Mirzaei-Alamouti, S. (2015). A study on the effects of customer value and perceived value on customer satisfaction, brand loyalty and pepurchase intention. Serbian Journal of Management, 10(2), 173-188.
3. Delafruz, Narges and Taleqani, Mohammad (2010). The effect of personality traits on obsessive purchase and impulse purchase behavior. Journal of management perspective.
4. Ebrahimi, E., Irani, H. R., Abbasi, M., & Abedini, A. (2024). The effect of gamification on brand equity and desirable consumer behaviors in online retail stores: The mediating role of brand engagement. Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies), 17(2), 379-391.
5. Eren،s.s& Eroglu،F. & Hacioglu،G (2012). Compulsive buying tendencies through materialistic and hedonic values among college students in Turkey،58،pp 1370-1377.
6. Ghaderi, Abed, Amirhossein (2011). Impulse purchase behavior and factors affecting it. Institute of Humanities and Social Sciences (SID).
7. Golalizadeh, F., Ranjbarian, B., & Ansari, A. (2023). An Evaluation and Analysis of Perceived Online Service Quality Dimensions Impacts on Online Purchasing Behavior of Luxury Cosmetic Products by Women. Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies), 17(1), 37-52.
8. Heidarzadeh, Kambiz (2011). The Role of utilitarian and hedonistic values on satisfaction of consumers in purchasing clothing in Iran. Journal of Development and Transformation Management. year IX , Issue 34, Pages 107-127.
9. Heidarzadeh, Kambiz. and Noruzi, Abdullah (2010). The effect of mental complexity of purchase on recognition of utilitarian products (based on the immediate benefits) and hedonistic products (based on instant gratification), in the consumer's purchase decision making process. Journal of Management Studies, Issue 87, Pages 53-40.
10. Howkins, Mothersbaugh and Best, et al, (2010), Consumer Behavior: Building Marketing Strategy, 10th edition, McGraw- Hill.
11. Krsteska, K., Arikan, C. L., Mitrevski, V., & Smilevski, C. (2023). Leadership styles, organizational learning and organizational competitiveness: evidence from the Republic of North Macedonia. Serbian Journal of Management, 18(2), 295-314.
12. Parayil Iqbal, U., VK, H., & Sainudheen, S. (2023). The Intervening Impact of Social Media Marketing on Brand Loyalty: A Multi Group Analysis in Customer Demographics. Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies), 16(4), 889-903.
13. Park. E. J., & Kim, E.Y. (2008). Effects of Consumer Tendencies and Positive Emotion on Impulse Buying Behavior for Apparel. Journal of the koren،Society of Clothing and Textiles، 32(6)،980-990
14. Rook, D.W., & Fish er, R. J (2010). Normative Influences on Impulsive Buying Behavior. Journal of Consumer ResearchR،22،305-313.
15. Soleimani, Hassan (2012). The effect of hedonistic values and utilitarian -based value on overall attitudes customers in shopping centers. Marketing Management journal, Issue 15.
16. Sondhi, S., Chawla, U., & Iqbal, H. (2023). Relationship between social cause, environment conservation and environmental attitude, towards promoting green purchasing behavior. Serbian Journal of Management, 18(1), 27-43.
17. Taheri Kia, Friz and Nokhbeh Zaim, Naiim (2012). Some of the factors affecting the tendency to impulse purchase. Journal of Managemen of Development and Transformation, No. 9, pages 66-59.
18. Tabaku, E., & Kruja, D. (2019). An integrated framework for customer loyalty in the hotel sector. Serbian Journal of Management, 14(1), 205-221.
19. Zadegan, H., Aghaei, M., Esfidani, M. R., Hasangholipour, T., & Ansari, M. (2023). Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM). Journal of System Management, 9(3), 61-76.
