نقش عوامل فردی، محیطی و مدگرایی در تسهیل خرید آنی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد بازرگانی بین‏المللی، دانشگاه تبریز، تبریز، ایران

2 استادیار مدیریت دولتی، دانشکدة مدیریت دانشگاه هوایی شهید ستاری، تهران، ایران

3 دانشیار دانشکدة مدیریت دانشگاه تهران، تهران، ایران

4 استادیار دانشکدة اقتصاد، مدیریت و بازرگانی، دانشگاه تبریز، تبریز، ایران

5 دانشجوی دکتری مدیریت بازرگانی، دانشکدة مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم تحقیقات، تهران، ایران

چکیده

خریدهای آنی در توسعة قدرت رقابت‌پذیری در بازارهای مصرفی، ارزشی حیاتی دارند. از این­رو، شناخت و بهبود عوامل تسهیل‌کنندة این خریدها نقش بسزایی در افزایش سودآوری این­گونه کسب­وکارها دارد. در این راستا، پژوهش حاضر به بررسی تأثیر عوامل فردی، محیطی و مدگرایی با نقش میانجی احساس مثبت بر خرید آنی می‌پردازد. این پژوهش از دید هدف، کاربردی، از دیدگاه نوع داده‌ها، کمی و از نظر شیوۀ گردآوری داده‌ها، توصیفی- پیمایشی است. جامعة آماری پژوهش را خریداران مراجعه­کننده به بازار بزرگ تهران تشکیل می‌دهند. برای نمونه‌گیری نیز از روش تصادفی خوشه‌ای استفاده شده است. به­منظور بررسی ارتباط بین مفاهیم مورد مطالعه و ابعاد آنها، از تحلیل عاملی تأییدی و برای بررسی فرضیه‌های پژوهش، از مدل معادله­های ساختاری استفاده شده است. نتایج پژوهش نشان می‌دهد مدگرایی و احساس مثبت، به­طور مستقیم رفتار خرید آنی را افزایش می‌دهند. عوامل محیطی و فردی نیز به تسهیل خریدهای آنی کمک می­کنند. براین­اساس، پیشنهادهایی برای تسهیل و افزایش خریدهای آنی ارائه می‌شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The facilitating effect of individual, environmental and fashion involvement factors on impulse buying

نویسندگان [English]

  • Babak Abedi 1
  • Naser Asgari 2
  • Hosein Safari 3
  • Ahmad Assadzadeh 4
  • Afshin Rahnama Qara Khan Biglou 5
1 MSc Student, Tabriz University, Tabriz, Iran
2 Assistant Prof., Faculty of Management, Sattari University, Tehran, Iran
3 Associate Prof., Faculty of Management, University of Tehran, Iran
4 Assistant Prof., Faculty of Economy, Management and Commercial, Tabriz University, Tabriz, Iran
5 PhD Candidate, Faculty of Management and Economy, Islamic Azad University, Iran
چکیده [English]

Impulse buying behavior has a determinable role in developing the power of computability in the current consumer markets. Hence, recognizing and improving the facilitating factors of impulse behavior is a necessity for increasing the profitability of such businesses. This research examines the effects of individual, environmental and fashion involvement factors by considering the mediator effect of positive sense factor on fashion involvement factor. The research method is descriptive and correlational. The population of the research consists of thebuyers going to Tehran’s great bazaar. A sample of 276 subjects was selected as statistical population. Structural equation model was used for data analysis and testing of research hypotheses. The results showed that the individual and environmental factors directly, and fashion involvement factors, by considering the mediator effect of positive sense, have positive effect on impulse buying. Finally, according to research findings, some suggestions are presented.

کلیدواژه‌ها [English]

  • environmental characteristics
  • fashion involvement
  • impulse buying
  • Individual Factors
  • positive sense

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