طراحی الگوی پیامدهای برپاسازی فروشگاه پاپ‌آپ در صنعت خرده‌فروشی کالاهای تندمصرف: پژوهشی آمیخته
محورهای موضوعی : مدیریت بازاریابی
نسا محمدی
1
(دانشجوی دکتری مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران)
حمیدرضا سعیدنیا
2
(دانشیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران)
کامبیز حیدرزاده
3
(دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: کالاهای تند مصرف, خرده‌فروشی, فروشگاه پاپ‌آپ, پژوهش آمیخته,
چکیده مقاله :
هدف اصلی این تحقیق، طراحی الگوی پیامدهای برپاسازی فروشگاه پاپ‌آپ در صنعت خرده‌فروشی کالاهای تندمصرف است. مطالعه‌ی پیش رو از لحاظ هدف، اکتشافی-کاربردی و با بهره‌گیری از رویکرد آمیخته‌ی کیفی- کمی صورت پذیرفته و در بخش کیفی، با اتکا به راهبرد نظریه‌ی داده بنیاد گلیزر و استفاده از روش کدگذاری باز، محوری و نظری، ضمن انجام ۱۴ مصاحبه‌ی عمیق نیمه ساختاریافته با مدیران و خبرگان برگزیده‌ی کسب‌وکارهای فعال در صنایع کالاهای تند مصرف و بهره‌مندی از شیوه‌ی نمونه‌گیری هدفمند قضاوتی تا دستیابی به نقطه‌ی اشباع نظری، الگوی مفهومی پژوهش با ۶ مقوله، ۴۲ مفهوم و ۷۰۲ کد، طراحی و تدوین شد. در بخش کمی، بر اساس مفاهیم طراحی شده، پرسش‌نامه‌ی محقق ساخته حاوی ۱۲۹ گویه، تدوین و جامعه‌ی آماری، متشکل از مدیران و کارشناسان بازاریابی، برندینگ، فروش، تبلیغات، توسعه‌ی محصول و ارتباط با مشتریان شرکت‌های تجاری صنعت کالاهای تندمصرف می‌باشد که بر مبنای شیوه‌ی نمونه‌گیری تصادفی هدفمند ۴۴۵ پرسش‌نامه در میان آنان توزیع و ۳۵۲ پرسش‌نامه‌ی تکمیل شده مورد تحلیل و بررسی قرار گرفت. به منظور تجزیه و تحلیل داده‌های بخش کمی و تأیید مدل، از تحلیل عاملی تأییدی چندسطحی و آزمون‌های تی تک نمونه‌ای با بهره‌گیری از نرم‌افزار Smart PLS به بررسی سؤالات مشخص شده پژوهش مطابق با مدل مفهومی پرداخته شده است. نتایج تحلیل عاملی تأییدی، حاکی از تأیید مفاهیم و مقوله‌های شناسایی شده در قالب الگوی پیشنهادی تحقیق است. همچنین شاخص‌های نیکویی برازش، نشان می‌دهد داده‌ها و ساختار الگوی طراحی شده‌ی تحقیق برازش مناسبی داشته و مورد تأیید است
This research’s main aim is to design a template for the outcomes of setting up a pop-up store in the retail industry of fast-moving consumer goods. With regard to purpose, it is an exploratory-applied study conducted through a mixed qualitative-quantitative approach; in the qualitative section, the conceptual model of the research was designed and developed with 6 categories, 42 concepts and 702 codes by relying on Glaser Foundation’s data theory and using open, axial, and theoretical coding strategies while conducting fourteen deep semi-structured interviews with some chosen managers and experts of active businesses in the fast-moving consumer goods industry as well as using the targeted judgmental sampling method to achieve the theoretical saturation point. In the quantitative section, based on the designed concepts, a questionnaire consisting of 129 sayings, compilation and statistical population; managers and experts of marketing, branding, sales, advertising, product development and communication with the customers of commercial companies of the fast-moving consumer goods industry; is conducted. Through targeted random sampling method, 445 questionnaires will be distributed among them, 352 of which will be analyzed. To analyze the quantitative data and confirm the template, Multi-level Confirmatory Factor Analysis and One Sample T-Test through the Smart PLS software have been used to check the specified questions of the research in accordance with the conceptual model. The results of Confirmatory Factor Analysis confirm the concepts and categories detected in the format of the proposed research template. Furthermore, Goodness-of-Fit Indexes demonstrate that the data and the structure of the research’s designed template have a good fit and are approved.
محمدپور، ا. (۱۳۹۲). "روش تحقیق کیفی ضد روش، جلد اول (منطق و طرح در روش شناسی کیفی)"، تهران، انتشارات جامعه شناسان، صص. 124-212.
Adnan, Z., Stephan, O. & Dieter K, T. (2019). “Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions”, Journal of Retailing and Consumer Services, Vol. 50, PP. 111-121.
Ante´blian, B., Filser, M. & Roederer, C. (2014). “Consumption experience in retail environments: A literature review”, Recherche ET Applications en Marketing (English Edition), Vol. 28(3), PP. 82-109.
Bethan, A., Karinna, N. & Rosemary, V. (2018). “The growing permanence of pop-up outlets within the international location strategies of fashion retailers”, International Journal of Retail & Distribution Management. - Emerald, Vol. 46 (08.05.), PP. 487-506.
Bladen, C., Kennell, J., Abson, E. & Wilde, N. (2012). “Events management: An introduction”, Abingdon: Routledge.
Brun, A. & Castelli, C. (2013). “The nature of luxury: A consumer perspective”, International Journal of Retail & Distribution Management, Vol. 41(11/12), PP. 823-847.
Burgess, B. (2012). “Pop-up retailing: The design, implementation, and five-year evolution of an experiential learning project”, Journal of Marketing Education, Vol. 34(3), PP. 284-296.
Cresswell, T. & Hoskins, G. (2008). “Place, persistence, and practice: Evaluating historical significance at Angel Island, San Francisco, and Maxwell Street, Chicago”, Annals of the Association of American Geographers, Vol. 98(2), PP. 392-413.
De Lassus, C. & Anido Freire, N. (2014). “Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis”, Journal of Retailing and Consumer Services, Vol. 21, PP. 61-68.
Gonzalez, M. (2014). “The pop-up paradigm: How brands build human connections in a digital age”, Nukalba, New South Wales: Lioncrest Publishing.
Gwet, K.L. (2014). “Handbook of inter-rater reliability: The definitive guide to measuring the extent of agreement among raters”, Advanced Analytics LLC.
Janice, R., Chelsea, H., Hong, Y., Sean, S. & Frances, G. (2020). “Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey”, Journal of Retailing and Consumer Services, Vol. 54, PP. 25-36.
Kim, H., Fiore, A.M., Niehm, L.S. & Jeong, M. (2010). “Psychographic characteristics affecting behavioural intentions towards pop-up retail”, International Journal of Retail & Distribution Management, Vol. 38(2), PP. 133-154.
Klein, J.F., Falk, T., Esch, F. & Gloukhovtsev, A. (2016). “Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail”, Journal of Business Research, Vol. 69(12), PP. 5761-5767.
Pantano, E. & Viassone, M. (2015). “Engaging consumers on new integrated multichannel retail environments: Challenges for retailers”, Journal of Retailing and Consumer Services, Vol. 25, PP. 106-114.
Picot-Coupey, K. (2014). “The pop-up store as a foreign operation mode (FOM) for retailers”, International Journal of Retail & Distribution Management, Vol. 42(7), PP. 643-670.
Pomodoro, S. (2013). “Temporary retail in fashion system: An explorative study”, Journal of Fashion Marketing and Management: An International Journal, Vol. 17(3), PP. 341-352.
Russo Spena, T., Carida, A., Colurcio, M. & Melida, M. (2012). “Store experience and co‐creation: The case of temporary shop”, International Journal of Retail & Distribution Management, Vol. 40(1), PP. 21-40.
Taube, J. & Warnaby, G. (2017). “How brand interaction in pop-up shops influences consumers’perceptions of luxury fashion retailers”, Journal of Fashion Marketing and Management, Vol. 21(3), PP. 385-399.
Warnaby, G. & Medway, D. (2018). “Ghost Fascias: Retail corporate identity revenants in urban space. In S. Schutt, L. White, & S. Roberts (Eds.)”, Advertising and public memory: Historical, social and cultural perspectives on ghost signs (PP. 173-186).
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محمدپور، ا. (۱۳۹۲). "روش تحقیق کیفی ضد روش، جلد اول (منطق و طرح در روش شناسی کیفی)"، تهران، انتشارات جامعه شناسان، صص. 124-212.
Adnan, Z., Stephan, O. & Dieter K, T. (2019). “Go pop-up: Effects of temporary retail on product- and brand-related consumer reactions”, Journal of Retailing and Consumer Services, Vol. 50, PP. 111-121.
Ante´blian, B., Filser, M. & Roederer, C. (2014). “Consumption experience in retail environments: A literature review”, Recherche ET Applications en Marketing (English Edition), Vol. 28(3), PP. 82-109.
Bethan, A., Karinna, N. & Rosemary, V. (2018). “The growing permanence of pop-up outlets within the international location strategies of fashion retailers”, International Journal of Retail & Distribution Management. - Emerald, Vol. 46 (08.05.), PP. 487-506.
Bladen, C., Kennell, J., Abson, E. & Wilde, N. (2012). “Events management: An introduction”, Abingdon: Routledge.
Brun, A. & Castelli, C. (2013). “The nature of luxury: A consumer perspective”, International Journal of Retail & Distribution Management, Vol. 41(11/12), PP. 823-847.
Burgess, B. (2012). “Pop-up retailing: The design, implementation, and five-year evolution of an experiential learning project”, Journal of Marketing Education, Vol. 34(3), PP. 284-296.
Cresswell, T. & Hoskins, G. (2008). “Place, persistence, and practice: Evaluating historical significance at Angel Island, San Francisco, and Maxwell Street, Chicago”, Annals of the Association of American Geographers, Vol. 98(2), PP. 392-413.
De Lassus, C. & Anido Freire, N. (2014). “Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis”, Journal of Retailing and Consumer Services, Vol. 21, PP. 61-68.
Gonzalez, M. (2014). “The pop-up paradigm: How brands build human connections in a digital age”, Nukalba, New South Wales: Lioncrest Publishing.
Gwet, K.L. (2014). “Handbook of inter-rater reliability: The definitive guide to measuring the extent of agreement among raters”, Advanced Analytics LLC.
Janice, R., Chelsea, H., Hong, Y., Sean, S. & Frances, G. (2020). “Here Today, Gone Tomorrow? Mapping and modeling the pop-up retail customer journey”, Journal of Retailing and Consumer Services, Vol. 54, PP. 25-36.
Kim, H., Fiore, A.M., Niehm, L.S. & Jeong, M. (2010). “Psychographic characteristics affecting behavioural intentions towards pop-up retail”, International Journal of Retail & Distribution Management, Vol. 38(2), PP. 133-154.
Klein, J.F., Falk, T., Esch, F. & Gloukhovtsev, A. (2016). “Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail”, Journal of Business Research, Vol. 69(12), PP. 5761-5767.
Pantano, E. & Viassone, M. (2015). “Engaging consumers on new integrated multichannel retail environments: Challenges for retailers”, Journal of Retailing and Consumer Services, Vol. 25, PP. 106-114.
Picot-Coupey, K. (2014). “The pop-up store as a foreign operation mode (FOM) for retailers”, International Journal of Retail & Distribution Management, Vol. 42(7), PP. 643-670.
Pomodoro, S. (2013). “Temporary retail in fashion system: An explorative study”, Journal of Fashion Marketing and Management: An International Journal, Vol. 17(3), PP. 341-352.
Russo Spena, T., Carida, A., Colurcio, M. & Melida, M. (2012). “Store experience and co‐creation: The case of temporary shop”, International Journal of Retail & Distribution Management, Vol. 40(1), PP. 21-40.
Taube, J. & Warnaby, G. (2017). “How brand interaction in pop-up shops influences consumers’perceptions of luxury fashion retailers”, Journal of Fashion Marketing and Management, Vol. 21(3), PP. 385-399.
Warnaby, G. & Medway, D. (2018). “Ghost Fascias: Retail corporate identity revenants in urban space. In S. Schutt, L. White, & S. Roberts (Eds.)”, Advertising and public memory: Historical, social and cultural perspectives on ghost signs (PP. 173-186).
