تاثیرکمیابی درک شده بر رفتار خرید پانیک با تاکید بر نقش میانجیگری اضطراب
محورهای موضوعی : بازاریابی
فاطمه شعاع کاظمی
1
,
مریم حسن زاده
2
,
علی قلی پور سلیمانی
3
1 - گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران
2 - گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ايران (نویسنده مسئول)
3 - گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ايران
کلید واژه: رفتار مصرف کننده, خرید پانیک, کمیابی درک شده, اضطراب, دیدگاه روانشناختی,
چکیده مقاله :
خرید پانیک نوعی رفتار مصرفکننده است که طی آن مصرفکنندگان مقادیر غیرمعمول با حجم بالا از محصولی خاص یا طیف متنوعی از محصولات را در هنگام پیشبینی، در حین، یا بعد از وقوع یک بحران و یا به دلیل ترس و اضطراب، انتظار افزایش قیمت محصولات یا کمبود در آینده خریداری میکنند. این رفتار متاثر از توجیهات روانشناختی مانند کمیابی درکشده و اضطراب ناشی از شرایط غیرقابل کنترل است. رفتار خرید پانیک در شرایط بحرانی تبعات منفی بسیاری مانند اختلالات زنجیره تأمین، افزایش بی رویه قیمت ها، احتکار و مشکلات اقتصادی را در پی دارد. هدف از انجام این پژوهش، بررسی تاثیرکمیابی درک شده بر رفتار خرید پانیک با تکیه بر مدل محرک- ارگانیسم- پاسخ و تاکید بر نقش میانجیگری اضطراب است. دادهها از 384 مصرفکننده از طریق پرسشنامه آنلاین جمعآوری و با استفاده از مدل معادلات ساختاری تحلیل شدند. نتایج نشان داد که هنجار اجتماعی و تاثیر اجتماعی بهطور مستقیم و مثبت بر کمیابی درکشده اثر دارند و کمیابی درکشده بر رفتار خرید پانیک تأثیر مثبت و مستقیم دارد. همچنین، اضطراب به عنوان یک متغیر میانجی در رابطه بین کمیابی درکشده و رفتار خرید پانیک عمل میکند.
Panic buying is a type of consumer behavior in which consumers purchase unusually large quantities of a specific product or a diverse range of products during the anticipation, occurrence, or aftermath of a crisis, due to fear and anxiety about potential price increases or future shortages. This behavior is influenced by psychological justifications such as perceived scarcity and anxiety caused by uncontrollable circumstances. Panic buying during crises leads to numerous negative consequences, such as supply chain disruptions, excessive price increases, hoarding, and economic problems. The aim of this study is to examine the effect of perceived scarcity on panic buying behavior, relying on the Stimulus-Organism-Response (SOR) model and emphasizing the mediating role of anxiety. Data were collected from 384 consumers through an online questionnaire and analyzed using structural equation modeling. The results showed that social norms and social influence have a direct and positive effect on perceived scarcity, and perceived scarcity has a positive and direct effect on panic buying behavior. Furthermore, anxiety acts as a mediating variable in the relationship between perceived scarcity and panic buying behavior.
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