ترس ناشی از همه‌گیری کووید-19 و رفتار خرید مصرف‌کننده در گروه‌های مختلف نسلی ایران
محورهای موضوعی : مدیریت بازرگانی- بازرگانی
مهشاد عاملی
1
(گروه مدیریت، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران.)
بیتا یزدانی
2
(استادیار، گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران.)
مهری مهدیخانی
3
(دکتری تخصصی بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.)
کلید واژه: ترس, ترس از سلامتی, ترس از شرایط اقتصادی, رفتار خرید مصرف‌کننده, نسل‌ها, کووید-19,
چکیده مقاله :
شیوع و همه‌گیری ویروس کرونا، پیامدهای مختلفی برای زندگی روزمره مصرف‌کنندگان داشته و نحوه عملکرد مشاغل، خرید و رفتار مصرف‌کنندگان را به طرز چشمگیری تحت تأثیر قرار داده است. ازاین‌رو، بررسی عوامل تأثیرگذار بر رفتار مصرف‌کننده‌ها در دوران کرونا یک نیاز مهم برای مدیران کسب‌وکارها جهت نظارت بر تغییر در رفتار خرید و عادات مصرف‌کنندگان است. ازاین‌رو هدف از پژوهش حاضر، بررسی تأثیر ترس ناشی از همه‌گیری کووید-19 (ترس از سلامتی و ترس از شرایط اقتصادی) بر رفتار خرید مصرف‌کننده در انواع گروه‌های نسلی می‌باشد. پژوهش از نظر ماهیت توصیفی- پیمایشی و از نظر هدف کاربردی است. جامعه آماری کلیه مصرف‌کنندگان در 5 استان تهران، اصفهان، فارس، آذربایجان شرقی و البرز می‌باشد. روش نمونه‌گیری، تصادفی و از نوع خوشه‌ای و حجم نمونه آماری برابر با 368 نفر است. جهت گردآوری داده‌ها از ابزار پرسشنامه به دو صورت آنلاین و چاپی بهره گرفته شد. روایی پرسشنامه‌ی مذکور توسط خبرگان و پیش‌آزمون و پایایی آن از طریق محاسبه آلفای کرونباخ مورد تائید قرار گرفت. به‌منظور تحلیل داده‌ها، از نرم‌افزار SPSS 26 استفاده شده است. نتایج نشان داد ترس از سلامتی و ترس از وضعیت اقتصادی منجر به تغییر رفتار خرید می‌گردد. ترس از سلامتی در میان نسل¬های مختلف دارای تفاوت معنی‌دار است و ترس از وضعیت اقتصادی در میان نسل‌های مختلف تفاوتی ندارد. همچنین رفتار خرید نیز در میان نسل¬های مختلف تفاوت معناداری ندارد.
The spread and epidemic of the coronavirus have had various consequences for the daily life of consumers and have significantly affected the way businesses operate, purchase and consumer behavior. Therefore, investigating the influencing factors on consumer behavior in the era of Corona is essential for business managers to monitor changes in purchasing behavior and consumer habits. Hence, the current research aims to investigate the effect of fear caused by the covid-19 epidemic (fear of health and fear of economic conditions) on consumer buying behavior in various Iranian generational groups. The research is descriptive-survey in nature and practical in purpose. The statistical population is all consumers in 5 provinces of Tehran, Isfahan, Fars, Eastern Azarbaijan and Alborz. The sampling method is random and clustered, and the statistical sample size is 368 people. Data is collected using a questionnaire that was distributed electronically and in print. The validity of the mentioned questionnaire was confirmed by experts and the pre-test and its reliability was confirmed by calculating Cronbach's alpha. To analyze, SPSS 26 software was used.The results showed that the fear of health and the fear of the economic situation leads to a change in buying behavior. The fear of health among different generations has a significant difference, and the fear of the economic situation does not differ among different generations. Also, there is no significant difference in buying behavior among different generations.
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