تحلیل رابطۀ ناهمسانی های شناختی پس از خرید با درگیری های ذهنی مصرف کننده درمورد محصول (مورد مطالعه: دانشجویان دانشگاه اصفهان)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد گروه مدیریت دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشکدة علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

پژوهش حاضر به مطالعة رابطة بین ناهمسانی شناختی و درگیری ذهنی مصرف‌کننده درمورد محصول پرداخته است. این پژوهش از نوع توصیفی- پیمایشی است. جامعة آماری پژوهش شامل دانشجویان دانشگاه اصفهان در سال تحصیلی 1391- 1392 می‌شود. حجم نمونه با استفاده از فرمول کوکران 354 نفر تعیین شد که با استفاده از روش نمونه‌گیری تصادفی ساده انتخاب شدند. گردآوری اطلاعات با استفاده از پرسشنامه انجام گرفت. برای سنجش درگیری ذهنی درمورد محصول از پرسشنامة مک‌کواری (1992) و برای سنجش ناهمسانی‌های شناختی از پرسشنامة سوونی و همکاران (2000) استفاده شد. تجزیه و تحلیل داده‌ها با استفاده از نرم‌افزارهای SPSS 21 و AMOS 21 انجام گرفت. نتایج تجزیه و تحلیل داده‌ها نشان می‌دهد درگیری ذهنی مصرف‌کننده بر ناهمسانی‌های شناختی تأثیر معکوس و معنادار می‌گذارد؛ یعنی افرادی که قبل از خرید درگیری ذهنی بیشتری دارند، ناهمسانی شناختی کمتری را بعد از خرید تجربه می‌کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the relationship between cognitive dissonance and product involvement

نویسندگان [English]

  • Bahram Ranjbariyan 1
  • Qasem Asghari 2
1 Professor, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran
2 MSc., Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran
چکیده [English]

This paper explores the relationship between cognitive dissonance and product involvement. This project is a descriptive- mensurable research. The statistical population of this project includes all students of Isfahan University in 2012-2013, and the sample volume was determined through Cochran Formula (354); and they were selected via stratified random sampling method. Data was collected through questionnaire in which cognitive dissonance was taken from Sweeney et al. (2000) and product involvement from Mcquarrie (1992). Information obtained from the completed questionnaire was analyzed through SPSS21 and AMOS21 software. Results show that product involvement is inversely related to cognitive dissonance. This correlation indicates that a consumer doesn‟t feel an after purchase cognitive dissonance if he is highly involved in the purchase decision.

کلیدواژه‌ها [English]

  • cognitive dissonance
  • cognitive elements
  • concern over the deal
  • involvement

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