مطالعه پدیدارشناسانه نقش مانکن‌های فروشگاهی بر پاسخ‌های تجربه‌شده مشتریان زن نسل وای

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.

2 دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.

3 استادیار، گروه ریاضی و آمار، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران.

چکیده

هدف: در بازاریابی به‌خصوص بازاریابی پوشاک، ابزار بصری مانکن، به‌عنوان بخشی از ویترین فروشگاه، در جلب توجه مشتریان نقش مهمی را ایفا می‌کند. تأثیر مانکن‌ها در ارزیابی مشتریان از پوشاک، مشخص نیست و مطالعه‌ای بر اساس تجربه زیسته در ایران انجام نشده است. مانکن‌ها در تجسم لباس در اندام مشتریان نقش دارند و احتمالاً در ارزیابی مشتریان با اندام‌های مختلف از پوشاک، متفاوت است؛ از این رو پژوهش حاضر با هدف بررسی نقش مانکن‌ها (مدل‌ها) بر پاسخ‌های تجربه شده مشتریان زن نسل وای با رویکرد پدیدارشناسی انجام گرفته است.
روش: پژوهش با روش کیفی انجام شده است. مشارکت‌کنندگان برای بررسی کارکرد مانکن‌ها انتخاب شدند. در این مقاله به شناسایی تجربه زیسته مشتریان در خصوص مانکن‌ها با رویکرد پدیدارشناسی اقدام شده است. مشارکت‌کنندگان ۱۶ نفر بودند که با استفاده از نمونه‌گیری مبتنی بر هدف انتخاب شدند. با استفاده از پروتکل و انجام مصاحبه، داده‌ها به‌صورت متون گردآوری شدند و با تجزیه‌وتحلیل و کدگذاری چندمرحله‌ای، شبکه مضامین ترسیم شد. گفتنی است که داده‌های به‌دست‌آمده با نرم‌افزار «مکس کیودا» تحلیل شد.
یافته‌ها: یافته‌های حاصل از مصاحبه نشان داد که تجربه زیسته در خصوص مانکن، از سه مضمون اصلی تشکیل شده است: تجارب انگیزشی، تجارب نگرشی و تجارب واکنشی. برجسته‌کردن ویژگی محصولات، برانگیختن احساس یا تجربه، نمایش طراحی و شکل ظاهری محصولات، ایجاد ارزش، ارزیابی اولیه محصولات، برقراری ارتباط با مشتری، آموزش و یادگیری، ترغیب‌کننده‌ای برای ورود به فروشگاه، تصویر خود و تصور کردن لباس، از مضامین فرعی تجارب انگیزشی است. بُعد هیجانی نگرش، بُعد رفتاری نگرش و بُعد شناختی نگرش، از مضامین فرعی تجارب نگرشی است. تمایل به قصد خرید، تمایل به تبلیغات شفاهی مثبت، تمایل به پرسه‌زنی در فروشگاه، تمایل به پرداخت پول بیشتر، تمایل به بازدید مجدد از فروشگاه نیز، از مضامین فرعی تجارب واکنشی مانکن‌های فروشگاهی است.
 
نتیجه‌گیری: خرده‌فروشان می‌توانند از محیط خرده‌فروشی برای ایجاد واکنش در مشتری از طریق ارتباطات غیرکلامی (مانکن) و غنی‌سازی تجربه مشتری با نیت مراجعه مشتری در آینده و انگیزه کافی برای آن استفاده کنند. با شناختن تأثیر محرک‌های بصری (مانکن)، خرده‌فروشان می‌توانند راهبردهای بازاریابی خود را برای ساختن تجربه خرید خوب به‌کار گیرند. با استناد به نتایج پژوهش ابزار انگیزشی مانکن، در خلق نگرش مثبت در مشتریان تأثیرگذار است و نگرش به واکنش‌های متفاوتی در مشتریان منجر شده است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Phenomenological Study of the Role of Store Mannequins on the Experienced Responses of Generation-Y Female Customers

نویسندگان [English]

  • Kobra Najafi 1
  • Kambiz Heidarzadeh Hanzaee 2
  • Mohsen Khounsiavash 3
1 PhD Candidate, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2 Associate Prof., Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Assistant Prof., Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
چکیده [English]

Objective
In marketing, in particular clothing marketing, the visual tool of the mannequin plays an important role in attracting the customers’ attention as a part of the store window. The effect of mannequins on the customers’ evaluation of clothing is not known and no study has been conducted based on lived experience in Iran. Mannequins play a role in visualizing clothes on customers' bodies, and the evaluation of customers with different bodies likely varies from clothing. Accordingly, this study aims to employ a phenomenological approach in examining the impact of mannequins on the experienced responses of female customers belonging to Generation Y.
 
Methodology
A qualitative methodology was employed in this research, involving the selection of participants to explore the role of mannequins. Subsequently, data analysis was conducted using the "MAXQDA" software. The study seeks to identify the customers’ lived experiences about mannequins with a phenomenological approach. The participants (N = 16) were selected using purposive sampling, using a protocol, and conducting interviews. Data collection was carried out by conducting a comprehensive review of existing literature, followed by a coding process for analysis. Subsequently, a network of themes was constructed.
 
Findings
The interview findings revealed that the lived experience of mannequins encompasses three primary themes: motivational experiences, attitudinal experiences, and reaction experiences. These themes emphasize various aspects, such as product characteristics, elicitation of emotions or sensations, presentation of product design and aesthetics, value creation, initial product evaluation, customer engagement, educational aspects, incentives for store entry, self-image, and envisioning clothing. Motivational experiences further comprise sub-themes within this context. The emotional dimension of attitude, the behavioral dimension of attitude, and the cognitive dimension of attitude include the sub-themes of attitudinal experiences and purchase intention willingness, positive word-of-mouth advertising willingness, store wandering willingness, willingness to pay more money, willingness to revisit the store are sub-themes of store mannequin reaction experiences.
 
Conclusion
Retailers can leverage the retail environment, particularly through non-verbal communication tools like mannequins, to elicit a response from customers. This can enhance the overall customer experience, encouraging them to revisit the store in the future by providing ample motivation to do so. By recognizing the effects of visual stimuli (mannequins), retailers can use marketing strategies to create a good shopping experience. According to the findings from the motivational tool, mannequins prove to be effective in fostering a positive attitude among customers. This positive attitude, in turn, triggers various responses and reactions from customers.

کلیدواژه‌ها [English]

  • store mannequin
  • motivational experiences
  • attitudinal experiences
  • reaction experiences

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مدیریت بازرگانی
دوره 15، شماره 4
1402
صفحه 778-813

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