ارائه مدل رفتار جست‌‌وجوی آنلاین مصرف‌کنندگان برای کالاهای تجربه‌محور و جست‌وجومحور

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران. تهران، ایران.

2 استادیار، گروه مدیریت بازرگانی، دانشکده تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده کسب‌وکار، دانشگدگان مدیریت، دانشگاه تهران، تهران، ایران.

10.22059/jibm.2024.378560.4817

چکیده

هدف: در سال‌های اخیر، تجارت الکترونیک رشد بسیار زیادی داشته است. اگرچه اینترنت، منبع اطلاعاتی مهمی برای کالاهای جست‌وجومحور و کالاهای تجربه‌محور است، نوع اطلاعاتی که مصرف‌کنندگان به‌دنبال آن هستند و نحوۀ تصمیم‌گیری آن‌ها در رابطه با این دو نوع کالا متفاوت است. از این رو توجه به این تفاوت‌های رفتاری مصرف‌کنندگان، برای اقدامات بازاریابی کاربردهای مهمی دارد. در دنیای امروز، دانش دربارۀ رفتار جست‌وجومحور مصرف‌کنندگان در رابطه با کالاهای متفاوت، برای درک رفتار خرید آن‌ها و برای برنامه‌ریزی ارتباطات بازاریابی حیاتی است. از آنجایی که در زمینۀ رفتار جست‌وجوی مصرف‌کنندگان با در نظر گرفتن تفاوت بین نوع کالاها، پژوهش‌های اندکی انجام شده، لازم است که این حوزه با دقت بیشتری بررسی شود. هدف پژوهش حاضر، ارائۀ مدلی برای رفتار جست‌وجوی مصرف‌کنندگان در رابطه با کالاهای جست‌وجومحور و تجربه‌محور است.
روش: روش پژوهش حاضر کیفی است؛ بدین صورت که طراحی مدل مفهومی با مصاحبه با خبرگان انجام می‌شود. نمونه‌گیری در این پژوهش به‌صورت نمونه‌گیری هدفمند و انتخابی با حداکثر تنوع بوده است. برای گردآوری داده، از مصاحبۀ عمیق ساختارنیافته با خبرگان دانشگاهی و حرفه‌ای بهره برده شده و با ۱۰ خبره تا دستیابی به اشباع نظری مصاحبه شده است. در این پژوهش تلاش شده است تا با کدگذاری سیستماتیک و رفت‌وبرگشت بین گزاره‌هایی که خبرگان بیان کردند، مضامین یا مفاهیم اصلی صحبت‌های ایشان استخراج، دسته‌بندی و جمع‌بندی نهایی شود. دلیل‌عدم استفاده از مصاحبۀ ساختاریافته، نبود پیشینه پژوهش و مدل مشخصی در ادبیات و نیز گستردگی دامنۀ موضوعات پژوهش است. تلاش شده است تا برای حداکثرسازی تنوع شرکت‌کنندگان، افراد انتخاب شده، ویژگی‌های جمعیت‌شناختی (سن، جنسیت، مناطق جغرافیایی و شغل) متفاوتی داشته باشند.
یافته‌ها: به‌منظور تحلیل داده‌های کیفی حاصل از مصاحبه با خبرگان، از روش تحلیل ساختاری استفاده شده است. بر اساس نتایج کدگذاری مصاحبه‌ها، تعداد ۲۱۹ کد از تحلیل داده‌های مصاحبه استخراج و این کدها به ۹ مفهوم و ۷ تم گروه‌بندی شدند. مفهوم پیشایندهای رفتار جست‌وجویی با سه تم، تعدیلگرهای رفتار جست‌وجویی یک تم، رفتار جست‌وجویی یک تم، پیامدهای رفتار جست‌وجویی یک تم، تعدیلگرهای خرید یک تم، تعدیلگرهای رفتار پس از خرید یک تم و رفتار پس از خرید یک تم گروه‌بندی شد.
نتیجه‌گیری: نتایج پژوهش نشان داد که نوع کالا (کالاهای جست‌وجومحور و تجربه‌محور) روی رفتار جست‌وجوی مصرف‌کنندگان اثر می‌گذارد. همچنین، داده‌های حاصل از مصاحبه نشان می‌دهد که پیچیدگی کالا، قیمت کالا و تکرار خرید کالا نیز، روی رفتار جست‌وجوی مصرف‌کنندگان اثر می‌گذارند. به‌علاوه، طبق یافته‌های پژوهش، شخصیت فرد، جدید بودن محصول، برند و اعتبار سایت، سیاست مرجوعی، برنامۀ وفاداری، موقعیت اجتماعی، ارزش‌ها، سبک زندگی، محل زندگی، گروه‌های مرجع، تأییدکنندۀ مشهور، حجم اطلاعات و محتوای مناسب دربارۀ محصول، نقدهای سایر افراد، ادراک و تداعی برند در ذهن مشتری نیز می‌توانند به‌عنوان متغیرهای تعدیلگر ایفای نقش کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Consumer Search Behavior Model in the Online Space for Experience-based and Search-based Products

نویسندگان [English]

  • Hashem Aghazadeh 1
  • Sajad Khani Pordanjani 2
  • Mozhde Khoshnevis 3
1 Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
2 Assistant Prof., Department of Business Management, Faculty of Trade and Commerce, College of Management, University of Tehran, Tehran, Iran.
3 Ph.D. Candidate, Department of Business Management, Faculty of Business Management, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
In recent years, e-commerce has experienced significant growth. Although the Internet is an important source of information for both search and experiential goods, the type of information that consumers seek and how they make decisions about these two types of goods are different. Therefore, paying attention to such behavioral differences of consumers has important implications for marketing actions. In today's world, understanding consumers' search behavior for different products is critical to comprehending their purchasing behavior and planning marketing communications. Since little research has been done on consumers' search behavior considering the difference between the types of goods, it is necessary to explore this area more thoroughly. Therefore, the current research aims to provide a model for consumers' search behavior regarding search and experiential goods.
 
Methodology
The research employs a qualitative methodology, wherein the conceptual model is developed through expert interviews. The sampling approach is purposeful and selective, aimed at achieving maximum diversity. Data collection is conducted through unstructured, in-depth interviews with both academic and professional experts, with a total of 10 experts interviewed until theoretical saturation is reached. The main themes or concepts from the participants' responses were extracted, categorized, and summarized. A structured interview format was not utilized due to the absence of a defined research background or specific model in the literature, as well as the broad scope of the research topics. Efforts were made to maximize participant diversity, ensuring a range of demographic characteristics, including age, gender, geographic location, and occupation. Following the interviews, the data was coded, and after conducting 10 interviews, theoretical saturation was reached in the coding process.
 
Findings
To analyze the qualitative data obtained from interviews with experts, the structural analysis method was applied. Based on the results of interview coding, 219 codes were extracted from the interview data. These codes were subsequently grouped into nine concepts and seven themes. The concept of "antecedents of search behavior" was grouped with three themes, while the other themes were categorized as follows: "moderators of search behavior," "search behavior," "consequences of search behavior," "moderators of purchase," "moderators of post-purchase behavior," and "post-purchase behavior."
 
Conclusion
The research results indicated that the type of goods (search or experiential) significantly influences consumers' search behavior. Additionally, the data gathered from the interviews revealed that factors such as product complexity, product price, and the frequency of product purchase also impact consumers' search behavior. Regarding the moderating variables that influence the relationship between product type and search behavior, the study found that individual personality, product novelty, brand and site credibility, return policies, loyalty programs, social status, values, lifestyle, place of residence, reference groups, celebrity endorsers, amount of information available, relevant content about the product, reviews from others, and brand perception and associations in the customer's mind all play a role as moderating variables. Further results and details are provided in the article.
 

کلیدواژه‌ها [English]

  • Shopping behavior
  • Online search behavior
  • Experiential goods
  • Search goods

مراجع

براری، محسن، امین صارمی، نوذر، و زرگران خوزانی، فاطمه (1398). ارائه مدل ارتقای تصویر برند نیروی انتظامی جمهوری اسلامی ایران. مدیریت برند، 6(1)، 186- 239.
 
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مدیریت بازرگانی
دوره 17، شماره 1
1404
صفحه 149-170

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