بررسی تأثیر عوامل آنی‌گرایی خریدار و عوامل درون‌ فروشگاهی بر خرید آنی در فروشگاه‌های زنجیره‌ای

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت استراتژیک، دانشگاه تربیت‌مدرس، تهران، ایران

2 استاد مدیریت بازرگانی دانشگاه تربیت‌مدرس، تهران، ایران

چکیده

مطالعة حاضر تأثیر عوامل درون‍فروشگاهی (محرک بیرونی) و آنی‍گرایی در رفتار خریدار (محرک درونی) را برای خرید آنی بررسی کرده است. برای برازش مدل از روش تحلیل مسیر و برای بررسی وضعیت فرضیه‌های تحقیق از مدل‍یابی ساختاری استفاده شد. خریداران فروشگاه‌های زنجیره‌ای شهر تهران به‌عنوان جامعة آماری تحقیق انتخاب شدند که با استفاده از روش نمونه‍گیری کوکران نمونة 384 نفری تعیین شد که پس از توزیع 450 پرسشنامه، 417 پرسشنامه تکمیل شد. روایی پرسشنامه با نظر خبرگان و بارهای عاملی تأییدی سنجیده شد و ضریب آلفای کرونباخ به‌دست‌آمده نیز بیانگر پایایی مناسب پرسشنامه بود. نتایج نشان داد محیط درون‍فروشگاهی، طراحی فروشگاه، اندازة فروشگاه به‌عنوان عوامل بیرونی و فوریت در رفتار، هیجان‌طلبی و نبود تفکر پیش از عمل به‌‌عنوان عوامل درونی بر خرید آنی تأثیر دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Exploring The Effects Of Buyer Impulsivity Factors And In-Store Environment Factors On Impulse Buying In Chain Stores

نویسندگان [English]

  • Mohamad Javad Nikbakht 1
  • Asghar Moshabaki 2
  • Hamid Khodadad Hosseini 2
1 Ph.D Student Strategic Management,Tarbiat Modares University, Tehran, Iran
2 Prof. Business Management , Tarbiat Modares University, Tehran, Iran
چکیده [English]

This study is a try to explore effects of buyer impulsivity and in-store environment factors on impulse buying in chain stores. Path analyses technique was used for analyzing the model and structural equation model and t-value test for evaluating hypothesis. Statistical society of this study is consumers of chain stores in Tehran. By Cochran method 384 people were selected as a sample.450 questionnaire were distributed and 417 questionnaire were completed. Questionnaire with Likert scale is our main tool for gathering data. The validity of questionnaire was measured by expert ideas and also loading factor the validity of questionnaire. But for getting reliability coefficient alpha (Cronbach) was used. According to the result, the effect of in-store environment, store design and store size as outside factors and lack of premeditation, urgency and sensation seeking as inside factors on impulse buying were proved.

کلیدواژه‌ها [English]

  • impulse buying
  • In-store environment
  • Buyer impulsivity
-     Abratt, R. & Goodey, S. D. (1990). Unplanned buying and in-store stimuli in supermarkets, Managerial and Decision Economics, 11(2): 111- 121.

-     Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B. & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent, Journal of Information Technology, 18(4): 247- 266.

-     Anić, I. D., Ciunova Suleska, A. & Rajh, E. (2010). Decision-making styles of young-adult consumers in the Republic of Macedonia, Ekonomska istraživanja,23(4): 102- 113.

-     Applebaum, W. (1951). Studying customer behavior in retail stores, The Journal of Marketing, 16(2): 172- 178.

-     Azkia, M. & Darban Astaneh, A. R. (2003). Applied research methods, Keyhan, Tehran. (In Persian)

-     Babin, B. J. & Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer, Journal of Business research, 49(2): 91- 99.

-     Bayley, G. & Nancarrow, C. (1998). Impulse purchasing: A qualitative exploration of the phenomenon, Qualitative Market Research: An International Journal, 1(2): 99- 114.

-     Beatty, S. E. & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors, Journal of retailing,74(2): 169- 191.

-     Bloch, P. H. & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions, The Journal of Marketing, 47(3): 69-81.

-     Chang, H. J., Eckman, M. & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: The role of hedonic motivation in impulse buying behavior, The International Review of Retail, Distribution and Consumer Research, 21(3): 233- 249.

-     Clover, V. T. (1950). Relative importance of impulse-buying in retail stores, The Journal of Marketing, 15(1): 66- 70.

-     Cox, K. (1964). The responsiveness of food sales to shelf space changes in supermarkets, Journal of Marketing Research, 1(2): 63- 67.

-     Crawford, G. & Melewar, T. C. (2003). The importance of impulse purchasing behaviour in the international airport environment, Journal of Consumer Behaviour, 3(1): 85- 98.

-     Robert, D. & John, R. (1982). Store atmosphere: An environmental psychology approach, Journal of retailing, 58(1): 34- 57.

-     Fernie, J., Freathy, P. & Tan, E. L. (2001). Logistics costing techniques and their application to a Singaporean wholesaler, International Journal of Logistics, 4(1): 117- 131.

-     Goff, L. (1995). Marketplace: Impulse Buyer, Computerworld, 19(29- 25): 124.

-     Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior, Journal of consumer marketing, 17(5): 403- 426.

-     Herabadi, A. G., Verplanken, B. & Van Knippenberg, A. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations, Asian Journal of Social Psychology, 12(1): 20- 31.

-     Hui, M. K. & Bateson, J. E. (1991). Perceived control and the effects of crowding and consumer choice on the service experience, Journal of Consumer Research, 18(2): 174- 184.

-     Jalan, N. I. K. H. I. L. (2006). Impulse buying, personality traits, in-store atmospherics, and their interaction, United Kingdom: University of Nottingham.

-     Jarboe, G. R. & McDaniel, C. D. (1987). A profile of browsers in regional shopping malls, Journal of the Academy of Marketing Science, 15(1): 46- 53.

-     Kacen, J. J. & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior, Journal of Consumer Psychology, 12(2): 163-176.

-     Kollat, D. T. & Willett, R. P. (1967). Customer impulse purchasing behavior, Journal of Marketing Research, 4(1): 21- 31.

-     Levy, M. & Weitz, B. A. (1992). Retailing Management, Richard D, Homewood.

-     Lin, P. S., Chiou, B., Abrahamson, N., Walling, M., Lee, C. T., & Cheng, C. T. (2011). Repeatable source, site, and path effects on the standard deviation for empirical ground-motion prediction models, Bulletin of the Seismological Society of America, 101(5): 2281- 2295.

-     Machleit, K. A. & Eroglu, S. A. (1993). Atmospheric factors in the retail environment: Sights, sounds and smells, Advances in Consumer Research, 20(1): 34.

-     Mattila, A. S. & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior, Journal of retailing, 77(2): 273- 289.

-     Millner, I. (2002). Burying the Myth of Impulse Buying, Brand Strategy, 163(3): 38.

-     Moeller, F. G., Barratt, E. S., Dougherty, D. M., Schmitz, J. M. & Swann, A. C. (2014). Psychiatric aspects of impulsivity, American Journal of Psychiatry, 158(11): 1783- 1793.

-     Mohsenin, Sh., Esfidani, M. R., Karami, M. & Khajeh dahaghani, A. (2012). Survey of consumer decision making styles for home appliance store buyers (Case study: Tehran’s customers), Journal of Business Management, 5(2):  149- 168. (In Persian)

-     Nazari, M. & Ghaderi, A. M. (2011). Developing a model to evaluating effective factors on impulse buying behavior, Journal of Business Management,3(10): 127- 140. (In Persian)

-     Peck, J. & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing, Journal of business research,59(6): 765- 769.

-     Piron, F. (1991). Defining impulse purchasing, Advances in consumer research, 18(1): 509- 514.

-   POPAI/Dupont Consumer Buying Habits Study. (1978). Special Report, Point of Purchase Advertising Institute, New York, NY.

-  POPAI. (1998). The POPAI/DoPunt consumer buying habits study, Point-of-Purchase Advertising Institute, New Jersey.

-  Ranjbarian, B., Rashidkaboli, M., Sanayei, A. & Hadadian, A. R. (2012). An analysis of relationship between perceived value, perceived quality, customer satisfaction and re-purchase intention in Tehran Department Stores, Journal of business Management, 4(11): 55- 70. (In Persian)

-     Rook, D. W. & Fisher, R. J. (1995). Normative influences on impulsive buying behavior, Journal of Consumer Research, 22(3): 305- 313.

-     Rook, D. W. (1987). The buying impulse, Journal of Consumer Research, 14(2): 189- 199.

-     Samadi, M., Hosseinzadeh, A. H. & Nouraei Koutnaei, M. (2010). Studying the relationship between relational marketing tactics of chain stores and customer's purchase behavior, Journal of Business Management,2(4): 93-110. (In Persian)

-     Sarmad, Z., Bazargan A. & Hejazi, E. (2002). Research methods in behaviorial sciences, Agah, Tehran. (In Persian)

-     Stern, H. (1962). The significance of impulse buying today, The Journal of Marketing, 26(2):  59-62.

-     Strayhorn, J. M. (2002). Self-control: Theory and research, Journal of the American Academy of Child & Adolescent Psychiatry, 41(1): 7- 16.

-     Tendai, M. & Crispen, C. (2009). In-store shopping environment and impulsive buying, African Journal of Marketing Management, 1(4): 102-108.

-     Weinberg, P. & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions, Journal of Business research, 10(1): 43- 57.

-     West, C. J. (1951). Results of two year's of study into impulse buying, Journal of Marketing,15(3): 362.

-     Whiteside, S. P. & Lynam, D. R. (2001). The five factor model and impulsivity: Using a structural model of personality to understand impulsivity, Personality and individual differences, 30(4): 669- 689.

-     Youn, S. & Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues, Advances in consumer research, 27(1): 179- 185.

Zhou, L. & Wong, A. (2004). Consumer impulse buying and in-store stimuli in Chinese supermarkets, Journal of International Consumer Marketing,16(2): 37-53