تأثیر آهنگ اطلاعات و محیط فروشگاه بر ارزش خرید؛ تحلیل نقش سردرگمی و‎ گرایش انگیزشی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‎ریزی، تهران،ایران

2 کارشناس ارشد مدیریت بازرگانی، مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‎ریزی،تهران، ایران

3 کارشناس ارشد مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران

چکیده

هدف: محیط‎های خرده‎فروشی متأثر از فضای فیزیکی و جریان اطلاعات، می‎توانند واکنش‎های احساسی متفاوتی را در خریداران ایجاد کنند. آهنگ اطلاعات (درجه ورود اطلاعات) در واحد زمان، می‎تواند ارزش‎های ادراکی آنها را متأثر کند. از سوی دیگر، خریداران به‎دلیل تنوع محصولات، به ناچار باید زمانِ بیشتری را در فرایند خرید صرف کنند که می‎تواند به احساس سردرگمی آنها منجر شود. این پژوهش به مطالعه تأثیر آهنگ اطلاعات و محیط بر ارزش‎های خرید مشتریان در پرتو سردرگمی و‎ گرایش‎های انگیزشی آنها پرداخته است.
روش: در این پژوهش به روش پیمایش و با ابزار پرسش‎نامه، 256 نفر از مشتریان یک فروشگاه زنجیره‎ای در تهران مطالعه شدند و تحلیل داده‎ها به کمک مدل معادلات ساختاری و رگرسیون سلسله‎مراتبی انجام شده است.
یافته‎ها: یافته‎ها نشان می‎دهد محیط فروشگاه و آهنگ اطلاعات از طریق نقش میانجی سردرگمی بر ارزش خرید لذت‎جویانه و منفعت‎گرا تأثیر دارد و متغیر‎ گرایش انگیزشی رابطه سردرگمی مشتریان و ارزش خرید منفعت‎گرا را تعدیل می‎کند.
نتیجه‎گیری: ارزش خرید سود­مندانه تحت تأثیر‎ گرایش خریدارانی که فروشگاه‎ها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید می‎کنند، قرار می‎گیرد؛ اما ارزش خرید لذت­جویانه تحت تأثیر خریدارانی که فروشگاه‎ها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید می‎کنند، قرار نمی‎گیرد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Information Rate and Store Environment on Purchasing Value; Analysis of the Role of Confusion and Motivational Tendency

نویسندگان [English]

  • Mehdi Khademi 1
  • Najmeh Gorji 2
  • Hanieh Fathi 3
1 Assistant Prof., Department of Management and Planning, Educational and Research of Management and Planning of Institute, Tehran, Iran
2 M.Sc., Department of Business Management, Educational and Research of Management and Planning of Institute, Tehran, Iran
3 M.Sc., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

Objective
A great number of customers spend much more time than expected on shopping because of a lot of reasons like variety in products. Thus, they may feel confused and disappointed. Such confusion can influence purchasing procedure and determine purchasing behavior. Such customers fail to purchase wisely and may face difficulty choosing appropriate and reasonable products. However, if the information rate is high in a shopping center environment, it may add to the confusion among customers because it goes beyond their cognitive capacity. Therefore, it is important to identify affecting factors on such confusion in order to be able to reduce it. The present study aims at finding out how information rate in a market can affect customers’ purchasing value considering different motivational tendencies.
 
Methodology
This is a practical research in nature and exploratory regarding data collection procedure which is done using a questionnaire. The statistical population includes all the customers of a specific chain store in Tehran. A sample size of 300 customers was selected and from among 330 questionnaires distributed among those customers only 256 were responded correctly. Structural equation modeling and hierarchical regression were conducted via EXCEL, SPSS and LISREL to analyze the data.
 
Findings
The findings showed that there is an acceptable correlation between the store environment and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. However, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value. Moreover, there is an acceptable correlation between the information rate and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. But, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value.
 
Conclusion
Store environmental factors (music, color, odor, light and brightness), design factors (interior design and layout), and social factors (social connection between customers and employees) through creating confusion, anxiety and incompetence among customers had significant effects on joyful purchasing value. It can be concluded that store environment can be effective on profitable purchasing value through creating confusing customers in retail stores. Besides, purchasing environments can create emotional reactions in customers which are affective on shopping behavior and its consequences. At the end, functional motivational tendency can moderate the relationship between customers’ confusion and profitable purchasing value.
 
 

کلیدواژه‌ها [English]

  • Information rate
  • Customer confusion
  • Confusion motivation intensity
  • Motivational orientation
  • Store environment
رحیمی‎زاده، حسنا؛ حدادیان، علی رضا؛ اصفهانی، میر­ابراهیم (1393). بررسی عوامل مؤثر بر خرید ناگهانی در فروشگاه‎های زنجیره‎ای مشهد. فصلنامه بازاریابی نوین، 4(15)، 71-84.
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