طراحی مدل تأثیر هیجان‌های مشتری بر قصد خرید آنلاین و خرید هیجانی محصولات آرایشی و بهداشتی لوکس با تأکید بر نقش کیفیت خدمات ادراک‌شده

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دکتری، گروه مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

2 استاد، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

3 دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.

چکیده

هدف: این پژوهش با هدف طراحی مدل تأثیر هیجان‌های مشتری بر قصد خرید آنلاین و خرید هیجانی محصولات آرایشی و بهداشتی لوکس با تأکید بر نقش کیفیت خدمات آنلاین ادراک‌شده انجام گرفته است.
روش: شناسایی ابعاد هیجان‌های مشتریان و کیفیت خدمات ادراک‌شده، در یک پژوهش اکتشافی با رویکرد کیفی انجام گرفت. داده‌ها از طریق مصاحبه نیمه‌ساختاریافته با 23نفر از مشتریان فعال باسابقه و خرید زیاد از گروه‌های تلگرامی محصولات آرایشی و بهداشتی لوکس گردآوری شدند. برای تجزیه‌وتحلیل داده‌های کیفی، از روش تحلیل مضمون استفاده شد. در بخش کمی نیز با استفاده از روش مدل‌سازی معادلات ساختاری و به‌کمک نرم‌افزار پی‌ال‌اس، در سـطح 385 نفر از مشتریان گروه‌های آنلاین تلگرامی محصولات آرایشی و بهداشتی لوکس، فرضیه‌های پژوهش آزمون شدند.
یافته‌ها: داده‌های مرحله کیفی پژوهش، پس از تحلیل در قالب ابعاد مثبت و منفی برای هیجان‌های مشتری و برای کیفیت خدمات آنلاین ادراک‌شده در قالب کیفیت گروه، کیفیت خدمات مبادله و کیفیت تعامل، کدگذاری و طبقه‌بندی شد. همچنین آزمون فرضیه‌ها در مرحله کمّی پژوهش، نشان‌دهنده اعتبار مدل بود.
نتیجه‌گیری: نظر به یافته‌های پژوهش، هیجان‌های مثبت در مقابل هیجان‌های منفی، به نسبت بیشتری بر تمامی ابعاد کیفیت خدمات آنلاین ادراک‌شده تأثیر می‌گذارد و در بین ابعاد کیفیت خدمات آنلاین ادراک‌شده، کیفیت خدمات مبادله، بیشترین تأثیر را بر قصد خرید و خرید هیجانی می‌گذارد؛ از این رو مدیران بازاریابی گروه‌های فروش این دسته از محصولات، می‌بایست با تأکید بر عملکرد صحیح خود در طی مبادله، هیجان مثبت و لذت‌بخشی را برای مشتری فراهم کنند تا قصد خرید و خرید هیجانی مشتری را افزایش دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Model for Customer’s Emotions Impact on Online Purchase Intention and impulsive buying of Luxury Cosmetic Products with Emphasis on the Role of Perceived Service Quality

نویسندگان [English]

  • Fatemeh Golalizadeh 1
  • Bahram Ranjbarian 2
  • Azarnoosh Ansari 3
1 Ph.D., Department of Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
2 Prof., Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
3 Associate Prof., Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
چکیده [English]

Objective
The tendency to use luxury cosmetic products is increasing in Iran, and Telegram has become a channel for offering and selling such products. Considering that the quality of online services is essential for the success of online businesses, this study sought to design a model of customer emotions' impact on their online purchase intention and impulsive buying behavior in terms of luxury cosmetic products. The model was intended to emphasize the role of customer-perceived online service quality.
 
Methodology
In this study, a mixed research method with qualitative and quantitative approaches was used. In the first phase, a qualitative study was conducted to identify customer emotions and perceived online service quality dimensions in Telegram groups made for selling luxury cosmetic products. The statistic population consisted of active customers with high experience in buying luxury cosmetic products from Telegram groups. A purposive non-probability sampling method was applied to select 23 interviewees, and semi-structured interviews were conducted to collect data. Thematic analysis was then used to analyze the gathered data. The statistical population in the quantitative phase consisted of the customers of Telegram groups selling luxury cosmetics. The sample size was estimated to be 385, which was provided based on available nonrandom sampling. A structural equation model under the PLS software was also used to analyze the collected data.
 
 
Findings
The data obtained from the qualitative method were coded and classified as “group quality”, “transaction-related service quality”, and “interaction quality”. Also, the test of hypotheses in the quantitative phase of the research confirmed the validity of the proposed model.
 
Conclusion
The findings also confirmed the effect of customers’ emotional dimensions on perceived online service quality dimensions. It was also found that the dimensions of perceived online service quality have a significant effect on online purchase intentions and impulsive buying behaviors of the customers. Finally, the effect of perceived online service quality dimensions on customers’ online purchase intentions and impulsive buying behaviors was confirmed by the mediating variable of perceived online service quality. Based on the findings of the current research on luxury cosmetic brands, in Iran, the positive dimensions of customer emotions have a greater impact on all three dimensions of perceived online service quality (i.e., group quality, transaction-related services, and interaction quality), compared to than the negative dimensions. Also, among the dimensions of perceived online service quality, transaction-related services have the greatest impact on customer purchase intention and impulsive buying behavior. To improve customer purchase intention and impulsive buying behavior and to increase business profit in consequence, online sales managers and the Telegram groups are advised to ensure customer satisfaction and positive emotions through their proper performance during transactions.

کلیدواژه‌ها [English]

  • Cosmetic Luxury products
  • Customer’s emotions
  • Impulsive buying
  • Perceived service quality
  • Purchase intention

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مدیریت بازرگانی
دوره 15، شماره 1
1402
صفحه 131-155

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