فهم تجربۀ خرید احساسی کالای بادوام: مطالعۀ پدیدارشناختی در خرید لوازم خانگی جهیزیه

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، پردیس فارابی دانشگاه تهران، ، ایران

2 ستادیار دانشکدة مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، ، ایران

3 استادیار دانشکدة مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

4 استاد دانشکدة مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

پژوهش حاضر سعی در فهم تجربۀ خرید احساسی در کالای بادوام دارد و این امر بین خریداران جهیزیه که خرید احساسی را تجربه کرده‌اند، بررسی شده است. در این پژوهش بنا بر نیاز به استفاده از تجربیات زیستۀ افراد درگیر در موضوع تحقیق، از روش تحقیق کیفی و از رویکرد پدیدارشناسی توصیفی استفاده شد. به‌دلیل نظام‌مند بودن روش کولایزی برای تحلیل داده‌ها نیز از این روش استفاده شد. با استفاده از روش نمونه‌گیری هدفمند تا رسیدن به اشباع با 14 نفر مصاحبه‌های کامل انجام شد. اعتبار نتایج به‌دست‌آمده با استفاده از درپرانتزگذاریِ دانش قبلی محقق، مراجعۀ مجدد به شرکت‌کنندگان و جلب توافق ایشان حاصل شد. در انتها چهار دسته تم حاصل شدند که با کنار هم گذاشتن آنها می‌توان فرایند «شناخت، احساس، ارزیابی و تصمیم‌گیری» را مشاهده کرد. یافته‌های تحقیق در شناخت و درک بهتر رفتار مصرف‌کننده و پیش‌بینی رفتار مربوط به خرید ایشان مؤثر است. به‌کارگیری صحیح یافته‌ها نیز افزایش رضایت مشتری و پیرو آن افزایش فروش را در پی خواهد داشت.
 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Understanding the Experience of Emotional Purchase of Durable Goods: A Phenomenological Study of Purchasing Home Appliance as Dowry

نویسندگان [English]

  • Maryam Khalilimoghadam 1
  • Morteza Soltani 2
  • Hamid Reza Yazdani 3
  • Hossein Khanifar 4
1 PhD. Candidate in Business Management, Farabi Campus, University of Tehran, Qom, Iran
2 Assistant Prof., Farabi Campus, University of Tehran, , Iran
3 Assistant Prof., Farabi Campus, University of Tehran, Qom, Iran
4 Prof., Farabi Campus, University of Tehran, , Iran
چکیده [English]

This study aims to understand the emotional purchasing experience of durable goods investigating the people who had experienced an emotional purchase during purchasing home appliance dowry. In order to understand the emotional purchasing experience, a qualitative research method based on descriptive phenomenological approach was implemented because of the need for using lived experiences of the participants. As Colaizzi method is systematic in methodology, it was used for data analysis. Deep interviews with 14 people were conducted based on judgmental sampling until obtaining saturation. Validation of the results was obtained through bracketing implemented by the researcher, referring to the participants and earning their agreement. Finally, four themes were emerged and the process of “cognition, emotion, appraisal, and decision making” can be extracted combining the emerged themes. Research findings are very helpful in better understanding of consumers’ behavior and predicting their purchasing behavior. Appropriate use of the findings could be helpful in increasing customers’ satisfaction, which can lead to an increase in sale.
 

کلیدواژه‌ها [English]

  • Consumer behavior
  • Emotional marketing
  • Emotional purchasing
  • phenomenology
  • Purchasing experience
اسماعیل‎زاده، ع.؛ امرایی، ح.؛ قلی‎پور، س.؛ مقدم، آ. (1396). تأثیر جو و طراحی چیدمان فروشگاه‎های اینترنتی بر رفتار خرید آنی آنلاین مشتریان. فصلنامۀ علمی ـ پژوهشی مدیریت بازرگانی، 9(2)، 232-213.

بخشی‎زاده، ک.؛ خلیلی رودی، م.؛ رضائیان اکبرزاده، س. (1395). تأثیر درگیری ذهنی و ویژگی‌های شخصیتی افراد بر خرید آنی پوشاک. فصلنامۀ علمی ـ پژوهشی مدیریت بازرگانی، 8(1)،
46-29.

حقیقی، م.؛ روشندل اربطانی، ط.؛ روستا، ا.؛ صالحی، ع. (1396). ارائۀ الگوی کاربردی برای بازاریابی چندحسی در برندسازی مقصد گردشگری. فصلنامۀ علمی ـ پژوهشی مدیریت بازرگانی، 9(1)، 82-63.

عابدی، ح.؛ قلیچ خانی، م. ح. (1395). تأثیر بازاریابی تجربی، تصویر مقصد و تصویر شرکت بر رضایتمندی مشتریان هتل‌ها (مطالعۀ موردی: هتل‌های چهار و پنج ستارۀ پارسیان تهران). فصلنامۀ علمی ـ پژوهشی مدیریت بازرگانی،8(1)، 204-183.

معینی، ح.؛ جامی‎پور، م.؛ ابراهیمی دلاور، ف. (1396). تأثیر قابلیت‌های تجارت اجتماعی بر نگرش مشتریان به خرید به واسطۀ اعتماد (مطالعۀ موردی: کاربران اینستاگرام). فصلنامۀ علمی ـ پژوهشی مدیریت بازرگانی،9(1)، 192- 173.

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