شناسایی شاخص‌ها، مولفه‌ها و ابعاد موثر بر خودناهمخوانی و رفتار مصرف‌کنندگان کالاهای لوکس
محورهای موضوعی : مدیریت بازاریابی
سپیده نجفی
1
(گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران)
مهدی زکی پور
2
(گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران )
مجتبی امیری مجد
3
(دانشیار گروه روان شناسی ، دانشکده علوم انسانی، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران)
کلید واژه: خودناهمخوانی, رفتار مصرف‌کنندگان, کالاهای لوکس. ,
چکیده مقاله :
هدف: خودناهمخوانی و رفتار مصرف‌کنندگان عواملی هستند که می‌توانند بر مصرف کالاهای لوکس تاثیر بگذارند. در نتیجه، هدف این مطالعه شناسایی شاخص‌ها، مولفه‌ها و ابعاد موثر بر خودناهمخوانی و رفتار مصرف‌کنندگان کالاهای لوکس بود. روش پژوهش: این مطالعه از نظر هدف کاربردی و از نظر شیوه اجرا کیفی بود. جامعه مطالعه حاضر خبرگان دانشگاه و صنعت مرتبط با حیطه پژوهش بودند که طبق اصل اشباع نظری 14 نفر از آنها با روش نمونه‌گیری هدفمند به‌عنوان نمونه انتخاب شدند. ابزار پژوهش حاضر مصاحبه نیمه‌ساختاریافته با خبرگان بود (16 سوال) که روایی محتوایی آن با نظر خبرگان تایید و پایایی آن با روش ضریب توافق بین دوکدگذار 82/0 به‌دست آمد. در این مطالعه، برای تحلیل داده‌ها از روش تحلیل مضمون در نرم‌افزار MAXQDA استفاده شد. یافته‌ها: یافته‌ها نشان داد که خودناهمخوانی و رفتار مصرف‌کنندگان کالاهای لوکس دارای 81 شاخص، 29 مولفه و 7 بعد بود. در این مطالعه ابعاد شامل عوامل روانشناختی (با 2 مولفه)، عوامل جمعیت‌شناختی (با 4 مولفه)، عوامل اجتماعی (با 6 مولفه)، عوامل فردی (با 6 مولفه)، عوامل بین‌فردی (با 2 مولفه)، عوامل فرهنگی (با 3 مولفه) و پیامدهای رفتاری مشتری (با 6 مولفه) بودند. در نهایت، الگوی مولفه‌ها و ابعاد موثر بر خودناهمخوانی و رفتار مصرف‌کنندگان کالاهای لوکس ترسیم شد. نتیجه‌گیری: بر اساس نتایج این مطالعه، مدیران و برنامه‌ریزان کالاهای لوکس می‌توانند با توجه به شاخص‌ها، مولفه‌ها و ابعاد شناسایی‌شده زمینه را برای بهبود رفتار مصرف‌کنندگان فراهم آورند.
Introduction: Self-discrepancy and consumer behavior are factors that can affect the consumption of luxury goods. As a result, the aim of this study was to identifying affecting indicators, components and dimensions on self-discrepancy and consumers behavior of luxury goods. Methods: This study in terms of purpose was applied and in terms of execution method was qualitative. The present study population was university and industry experts related to the research field, which according to the principle of theoretical saturation, 14 people of them were selected as a sample by purposive sampling method. The tool of the current research was a semi-structured interview with experts (16 questions), which whose content validity was confirmed by the opinion of experts, and its reliability was obtained by the method of the coefficient of agreement between two coders 0.82. In this study, to analyze the data was used from thematic analysis method in MAXQDA software. Results: The findings showed that the self-discrepancy and consumers behavior of luxury goods had an 81 index, 29 components and 7 dimensions. In this study, the dimensions were included psychological factors (with 2 components), demographic factors (with 4 components), social factors (with 6 components), individual factors (with 6 components), interpersonal factors (with 2 components), cultural factors (with 3 component) and customer behavioral consequences (with 6 components). Finally, the pattern of affecting components and dimensions on self-discrepancy and consumers behavior of luxury goods was drawn. Conclusion: Based on the results of this study, managers and planners of luxury goods can provide the basis for improving consumerd behavior according to the identified indicators, components and dimensions.
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