تبیین مدلی جهت شناسایی مؤلفه‌های رفتار خرید آنی مصرف‌کنندگان با تأکید بر رعایت اخلاق در فروش به روش بهترین – بدترین فازی (مورد مطالعه: فروشگاه‌های زنجیره‌ای رفاه)
محورهای موضوعی :
مدیریت صنعتی
Salman Abbasi Siar
1
(Department of Industrial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.)
Mohammadali Keramati
2
(Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
mohammadreza motadel
3
(Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.)
تاریخ دریافت : 1399/11/20
تاریخ پذیرش : 1400/07/24
تاریخ انتشار : 1400/08/10
کلید واژه:
رفتار مصرف‌کننده,
خرید آنی,
اخلاق درفروش,
روش غربالگری فازی,
روش بهترین – بدترین فازی,
چکیده مقاله :
به دلیل اشاعه رفتار خرید آنی در مصرف‌کنندگان، مطالعات دانشگاهی آن طی یک دهه اخیر افزایش‌یافته است. به این دلیل که در فروشگاه‌های بزرگ بایستی میزان فروش بالا باشد، لذا بررسی رفتار مصرف‌کننده در خرید آنی نیز باید موردتوجه محققان و مدیران فروشگاه‌ها قرار گیرد. هدف از انجام مقاله حاضر شناسایی عوامل کلیدی رفتار مصرف‌کننده در خرید آنی با تأکید بر رعایت اخلاق درفروش با استفاده از تکنیک غربالگری فازی و وزن‌دهی و اولویت‌بندی عامل‌ها با استفاده از روش بهترین – بدترین فازی است. جامعه و نمونه آماری پانزده نفر از کارشناسان ارشد مدل‌سازی و اساتید دانشگاهی مسلّط به مباحث بازاریابی و خرید آنی تشکیل شده است. پس از مرور دقیق مبانی نظری و پیشینه پژوهش شش بُعد و چهل شاخص شناسایی شد. نوآوری تحقیق حاضر این است که از منطق فازی و روش تصمیم‌گیری چند شاخصه جهت شناسایی و اولویت‌بندی مؤلفه‌های اخلاق در فروش خرید آنی استفاده شده است. نتایج حاصل از غربالگری فازی نشان داد، عامل‌های اخلاق درفروش؛ فیزیکی؛ اجتماعی؛ موقتی؛ نظارتی و فردی، به‌عنوان ابعاد منتخب حاصل از غربالگری فازی به همراه بیست‌ویک شاخص با نظر خبرگان انتخاب شدند. همچنین نتایج حاصل از وزن دهی ابعاد با تکنیک بهترین – بدترین فازی نشان داد عامل اخلاق درفروش مهم‌ترین بعد خرید آنی و عامل فردی رتبه دوم و عوامل فیزیکی، اجتماعی موقتی و نظارتی به ترتیب رتبه‌های سوم تا ششم را کسب نمودند.
چکیده انگلیسی:
Due to the prevalence of impulse buying behavior among consumers, its academic studies have increased over the last decade. Because of the sales should be high in stores, the study of consumer behavior in impulse buying should be considered by researchers and store managers. The purpose of this paper is to identify the key factors of consumer behavior in impulse buying with emphasis on ethics in sales using fuzzy screening technique and weighting and prioritizing factors using the best-worst fuzzy method. The population and the statistical sample include 15 modeling experts and academic professors who are fluent in impulse buying and marketing topics After a thorough review of the theoretical foundations and research background, 6 dimensions and 40 indicators were identified. The innovation of the present study is that fuzzy logic and multi-attribute decision-building method have been used to identify and prioritize the components of ethics in Impulse buying sales. The results of fuzzy screening showed, ethics factors in sales; physical; social; temporal; regulatory and individual, as selected dimensions of fuzzy screening along with 21 indicators were selected by experts. Also, the results of weighting the dimensions with the best-worst fuzzy technique showed that the ethics factor in sales was the most important dimension of impulse buying and the individual factor was ranked second, and physical, social, temporal and regulatory factors were ranked third to sixth, respectively.
منابع و مأخذ:
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Barari, M., Ranjbarian, B. (2012). Ethic in Sale and its Effect on Quality of Customer-Organization Relationship (One of the Men's Clothing Company in Tehran City as a Case Study) . Ethics in science and Technology,6 (4) , 54-63
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Esmaeilzadeh, A., Amraee, H., Gholipoor, S., Moghadam, A. (2017). The Effect of the Atmosphere and Store Layout and Web Design, Online Impulse Buying Behavior of Customers. Journal of Business Management, 9 (2), 213-232.
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Foxall, G. (1992). The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice. Journal of the Academy of Marketing Science, 20, 189-198.
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Hayat, K., Jianjun, Z., Zameer, H, and Iqbal, S. (2020). Understanding the influence of corporate social responsibility practices on impulse buying, Corporate Social Responsibility and Environmental Management, 27 (3): 1454-1464.
Hayu, R.S., Surachman, S., Rofiq, A, and Rahayu, M. (2020). The effect of website quality and government regulations on online impulse buying behavior, Management Science Letters, 961-968.
Hosseini, S.H., Zadeh, F.H., Shafiee, M.M, and Hajipour, E. (2020). The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods, International Journal of Business Information Systems, 33 (3): 320–336.
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Rugimbana, R., Donahay, B., Neal, C., Polonsky, M. J. (2003). The Role of Social Power Relations in Gift Giving On Valentine's Day. Journal of Consumer Behaviour, 3, 63-73.
Salar, J., Abolfazli, A. (2013). Investigating the Impact of Store Environment on Sudden Purchase of Chain Store Customers. Business Management Perspective, 49(12), 133-149.
Sohrabi, R., Samadi, A., Yosefifard, A. (2014). Recognize Effective Factors on Impulse Buying Behavior (Unplanned) Of Customers (Case Study: Refah Chain Stores In Hamadan). Journal of Business Administration Researches, 11 (6), 147-180.
Mehregan, M.R., Abouie Ardakani, M., Sadeghi Arani, Z., Nazari, M., Rozmand, O. (2016).Simulating Sudden Purchasing Behavior in the Market: Agent-Based Modeling Approach. Farda's Management, 48 (15) 35-64.
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Sermboonsang, R., Tansuhaj, P.S., Silpakit, C, and Chaisuwan, C. (2020). Mindfulness-based transformational learning for managing impulse buying, Journal of Education for Business, 95 (2), 129-137.
Turley, L. W., Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. Journal of Business Research, 49, 193-211.
Nateghpour, A., Asadpour, A.A. (2016). Identify and rank the factors affecting instant purchase in Tara chain store. New Research in Management and Accounting, 14 (2), 177-192.
Naemi, A., Mohammadipour M., Naghdi, B. (2018). Investigating the Immediate Purchasing Behavior of Customers in Chain Stores (Case Study: Convenience Stores). Business Management, 9 (34), 119-138.
Nikbakht, M., Moshabaki, A., Khodadad Hosseini, H. (2015). Exploring The Effects Of Buyer Impulsivity Factors And In-Store Environment Factors On Impulse Buying In Chain Stores. Journal of Business Management, 7(4), 985-1004.
Zafar, A.U., Qiu, J., Li, Y., Wang, J, and Shahzad, M. (2019). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce, Computers in Human Behavior, 106178.
Zheng, X., Men, J., Yang, F, and Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing, International Journal of Information Management, 48: 151-160.
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Azar, A., Mashayekhi, M., Amiri, M., Safari, H. (2021). Modeling Steel Supply Chain and Estimating Its Consumption through ABM Methodology. Journal of Industrial Management Perspective, 11 (Issue 1, spring 2021), 33-52.
Azar, A., Faraji, H. (2010). Fuzzy Management Science. Mehraban Book Institute. 212-205.
Abolfathi, E., Toloie Eshlaghy, A., Hamidi Zadeh, M. (2020). Enhancing Diffusion of Innovation through Operational Analysis of Agent-Based Modelling.Journal of Industrial Management Perspective, 10 (1 spring 2020), 117-142.
Amiri, N., Nopasand Asil, S., Akbari, M. (2015). The influence of consumers' beliefs on their impulse buying in an online environment. New Marketing Research Journal, 5(3), 21-34.
Ahmad, M., Ali, H.F., Malik, M.S., Humayun, A.A, and Ahmad, S. (2019). Factors affecting impulsive buying behavior with mediating role of positive mood: An empirical study, European Online Journal of Natural and Social Sciences, 8 (1): 17.
Alvani S.M., Rahmati, M.H. (2007). The process of formulating an ethical charter for organization. Organizational Culture Management, 5(1), 43-70.
Abedi, B., Asgari, N., Safari, H., Assadzadeh, A., Rahnama, A. (2015). The facilitating effect of individual, environmental and fashion involvement factors on impulse buying. Journal of Business Management, 7(1), 127-144.
Bahrainizadeh, M., Mogadam joz, M. (2020). Influence of Consumerâs materialism on Scrupulous Purchase, Sudden Purchase, and Incorrect Use of Credit Card. Commercial Strategies, 13(7), 1-12.
Bahrainizadeh, M., Rajabi, A. (2016). Measuring the Effect of Consumer Perception of Product Packaging Usability on Impulse Buying Decision Considering the Low Level of Consumer Mental Involvement as the Mediating Variable. New Marketing Research Journal, 6(1), 59-78.
Barari, M., Ranjbarian, B. (2012). Ethic in Sale and its Effect on Quality of Customer-Organization Relationship (One of the Men's Clothing Company in Tehran City as a Case Study) . Ethics in science and Technology,6 (4) , 54-63
Cakanlar, A, and Nguyen, (2019). The influence of culture on impulse buying. Journal of Consumer Marketing, 36 (1): 12-23.
Esmaeilzadeh, A., Amraee, H., Gholipoor, S., Moghadam, A. (2017). The Effect of the Atmosphere and Store Layout and Web Design, Online Impulse Buying Behavior of Customers. Journal of Business Management, 9 (2), 213-232.
Esfahani, M., Hadadian, A., Rahimizadeh, H. (2014). Evaluating Effective Factors on Impulse Buying at Chain Store in Mashhad: (Case Study: Poruma Chain Store). New Marketing Research Journal, 4(4), 71-84.
Foxall, G. (1992). The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice. Journal of the Academy of Marketing Science, 20, 189-198.
Foxall, G. R. (1997). The emotional texture of consumer environments: A systematic approach to atmospherics. Journal of Economic Psychology, 18, 505-523.
Foxall, G.R., Oliveria-Castro, J.M., James, V.K., Yani-De Soriano, M., Sigurdsson, V. (2006). Consumer behavior analysis and social marketing: the case of environmental conservation, Behavior and social, 15 (1), 101-124.
Hasasi, N., Sameti, S., Tootoonchi, M. (2017). Application of Fuzzy Logic in Investigating the Impact of External and Internal Factors on Sudden Purchase. New Research Approaches in Management and Accounting, 3(1), 63-75.
Hasasi, N., Karami alam, S., Karami alam, O. (2018). Investigating the motivation for sudden purchase of Shahsvand Zarrin Company customers using fuzzy logic. New research approaches in management and accounting, 4 (2), 63-74.
Hayat, K., Jianjun, Z., Zameer, H, and Iqbal, S. (2020). Understanding the influence of corporate social responsibility practices on impulse buying, Corporate Social Responsibility and Environmental Management, 27 (3): 1454-1464.
Hayu, R.S., Surachman, S., Rofiq, A, and Rahayu, M. (2020). The effect of website quality and government regulations on online impulse buying behavior, Management Science Letters, 961-968.
Hosseini, S.H., Zadeh, F.H., Shafiee, M.M, and Hajipour, E. (2020). The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods, International Journal of Business Information Systems, 33 (3): 320–336.
Iberahim, H., Zulkurnain, N.A.Z., Shah, R.N.S.R.A, And Rosli, S. (2020). Visual Merchandising And Customers’ Impulse Buying Behavior: A Case Of A Fashion Specialty Store, International Journal Of Service Management And Sustainability, 4 (1), 1-
Rezaei, J. (2015). Best –Worst multi –criteria decision- making method. Omega. 53, 49-57.
Rook, D. W., Hoch, S. J. (1985). Consuming Impulses. Advances in Consumer Research, 12, 23-27.
Rugimbana, R., Donahay, B., Neal, C., Polonsky, M. J. (2003). The Role of Social Power Relations in Gift Giving On Valentine's Day. Journal of Consumer Behaviour, 3, 63-73.
Salar, J., Abolfazli, A. (2013). Investigating the Impact of Store Environment on Sudden Purchase of Chain Store Customers. Business Management Perspective, 49(12), 133-149.
Sohrabi, R., Samadi, A., Yosefifard, A. (2014). Recognize Effective Factors on Impulse Buying Behavior (Unplanned) Of Customers (Case Study: Refah Chain Stores In Hamadan). Journal of Business Administration Researches, 11 (6), 147-180.
Mehregan, M.R., Abouie Ardakani, M., Sadeghi Arani, Z., Nazari, M., Rozmand, O. (2016).Simulating Sudden Purchasing Behavior in the Market: Agent-Based Modeling Approach. Farda's Management, 48 (15) 35-64.
Mathur, S. (2019). a review of impulse buying behavior: Definition & affecting factors.
Sermboonsang, R., Tansuhaj, P.S., Silpakit, C, and Chaisuwan, C. (2020). Mindfulness-based transformational learning for managing impulse buying, Journal of Education for Business, 95 (2), 129-137.
Turley, L. W., Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. Journal of Business Research, 49, 193-211.
Nateghpour, A., Asadpour, A.A. (2016). Identify and rank the factors affecting instant purchase in Tara chain store. New Research in Management and Accounting, 14 (2), 177-192.
Naemi, A., Mohammadipour M., Naghdi, B. (2018). Investigating the Immediate Purchasing Behavior of Customers in Chain Stores (Case Study: Convenience Stores). Business Management, 9 (34), 119-138.
Nikbakht, M., Moshabaki, A., Khodadad Hosseini, H. (2015). Exploring The Effects Of Buyer Impulsivity Factors And In-Store Environment Factors On Impulse Buying In Chain Stores. Journal of Business Management, 7(4), 985-1004.
Zafar, A.U., Qiu, J., Li, Y., Wang, J, and Shahzad, M. (2019). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce, Computers in Human Behavior, 106178.
Zheng, X., Men, J., Yang, F, and Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing, International Journal of Information Management, 48: 151-160.
