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

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