گفتمان‌کاوی الگوهای ذهنی مشتریان مردد: کاربست روش کیو

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، قم، ایران

2 دکتری مدیریت رفتاری، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

پژوهش حاضر با هدف شناسایی ذهنیت مشتریان مردد در تصمیم‎گیری هنگام خرید اجرا شده است. به همین منظور از روش کیو، یکی از روش­های ترکیبی کیفی ­و کمی، استفاده شده است. تعداد 33 عبارت در ارتباط با نحوۀ تصمیم­گیری مشتریان مردد که از مصاحبه­ها و مرور متون استخراج شده بودند، شکل‎دهندۀ فضای گفتمان این پژوهش بود. در بخش مصاحبه، 5 نفر از مشتریان هایپراستار به‎صورت قضاوتی و در بخش کمی به‎منظور مرتب­سازی عبارات نمونه­ای، 66 نفر به سبک تصادفی انتخاب شدند. داده­ها در نرم‎افزار SPSS به روش تحلیل عاملی کیو تجزیه و تحلیل شدند. پایایی ابزار بر اساس آزمون آلفای کرونباخ 952/0 به‎دست آمد و روایی آن را نیز مشارکت‎کنندگان از طریق پاسخ به سؤال انتهایی پژوهش تأیید کردند. در پایان 9 ذهنیت متفاوت از مشتریان مردد هنگام تصمیم خرید به‎دست آمد. توصیه­گرایی، کیفیت­گرایی، برندگرایی، مدگرایی، لذت­گرایی، قیمت­گرایی، دانش‎گرایی، کشورگرایی و عادت‎گرایی، ذهنیت­های مشتریان مردد در رویارویی با موقعیت تصمیم­گیری برای خرید و تردید بین گزینه­های تصمیم هستند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Discourse analysis of Hesitant Customers mental models

نویسندگان [English]

  • Morteza Soltani 1
  • Behzad Mohammadian 2
چکیده [English]

This research attained to identify the subjectivity of hesitant customer in circumstance that they want decide to purchase. For this aim they Q-method that is one of qualiquantological approach was used. Thirty three diction that gathered from interview and literature constitute the discourse circumscription. These diction ordering by 66 person and then analyzed by SPSS and Q-factor analyzing. The reliability of instrument tested by Cronbach test and attained by 0.952. The validity of discourse asked from participant at the end of questionnaire with an open question and approved. At last 9 subjectivity about purchase decision identified. Paying attention to recommendation of other persons, quality, brand, mode, pleasure, price, knowledge, country of origin, habit were these subjectivities between hesitant customers when they encountered an acatalepsy in purchase decision making condition.

کلیدواژه‌ها [English]

  • Hesitant Customer
  • purchase decision
  • subjectivity
  • Q-method
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