تأثیر درگیری ذهنی و ویژگی‌های شخصیتی افراد بر خرید آنی پوشاک

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

2 کارشناس‌ارشد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

چکیده

 بسیاری از افراد هنگام بازگشت به خانه کالایی را در دست دارند که از قبل قصد خریدش را نداشته‌اند. خرید آنی جنبه‌ای مشخص و گسترده از سبک زندگی مصرف‌کننده در جوامع مختلف است. از این‌رو، موضوع تحقیق بسیاری از محققان رفتار مصرف‌کننده در کشورهای مختلف است. موضوع تفاوت‌های فردی در خرید آنی، رویکردی تقریباً جدید است که موجب تب‌وتابی نو در این حوزه شده است. پژوهش پیش‌رو با هدف بررسی ویژگی‌های فردی تأثیرگذار بر تمایل به خرید آنی و با استفاده از ابزار گردآوری اطلاعات، پرسشنامه و سناریو به رشتة تحریر درآمده است. جامعة آماری تحقیق دانشجویان دانشگاه علامه طباطبایی، روش نمونه‌گیری طبقه‌ای نسبی و اندازة نمونه 376 نفر است. تکنیک آماری مورد استفاده، مدل‌سازی معادلات ساختاری به کمک نرم‌افزار PLS بود. نتایج نشان می‌دهد متغیرهای شخصیتی وظیفه‌شناسی، سازگاری و روان‌رنجورخویی بر تمایل کلی به خرید آنی، درگیری ذهنی و تمایل کلی به خرید آنی بر تمایل به خرید پوشاک و تمایل به خرید آنی پوشاک نیز بر تصمیم خرید آنی پوشاک مؤثر بوده‌اند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Impact of personality traits and product involvement on clothing impulsive buying

نویسندگان [English]

  • Kobra Bakhshizade 1
  • Morteza Khalili Roudi 2
  • Saman Rezaiean Akbarzadeh 2
چکیده [English]

Most of people are familiar with returning home with products they never intended to buy. Impulsive buying is a specific and broad aspect of consumer lifestyle in different communities. For this reason, Impulsive buying has been subject of study for many researchers. The subject of individual differences in impulse buying, which is a relatively new approach, has created a new enthusiasm in this area. The present study aimed to investigate the impact of individual characteristics on impulsive buying using questionnaire and scenario as the data collection tools. Allameh Tabatabai university students make up the members of population. The sampling method is stratified sampling. The sample size is 376. Structural equation modeling with SMARTPLS software used as the statistical technique. The results show that the personality variables -conscientiousness, agreeableness, neuroticism- affect the general impulsive buying tendency, the general impulsive buying tendency and the product involvement affect clothing impulsive buying tendency and the clothing impulsive buying tendency affects clothing impulsive buying decision.

کلیدواژه‌ها [English]

  • Consumer behavior
  • Impulsive buying
  • Normative Evaluation
  • Personality
  • product involvement
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