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نقش عوامل فردی، محیطی و مدگرایی در تسهیل خرید آنی | ||
| مدیریت بازرگانی | ||
| مقاله 8، دوره 7، شماره 1، 1394، صفحه 127-144 اصل مقاله (595.29 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2015.50850 | ||
| نویسندگان | ||
| بابک عابدی1؛ ناصر عسگری* 2؛ حسین صفری3؛ احمد اسدزاده4؛ افشین رهنما قره خان بیگلو5 | ||
| 1دانشجوی کارشناسی ارشد بازرگانی بینالمللی، دانشگاه تبریز، تبریز، ایران | ||
| 2استادیار مدیریت دولتی، دانشکدة مدیریت دانشگاه هوایی شهید ستاری، تهران، ایران | ||
| 3دانشیار دانشکدة مدیریت دانشگاه تهران، تهران، ایران | ||
| 4استادیار دانشکدة اقتصاد، مدیریت و بازرگانی، دانشگاه تبریز، تبریز، ایران | ||
| 5دانشجوی 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 | ||
| احساس مثبت؛ خرید آنی؛ عوامل فردی؛ مدگرایی؛ ویژگی‌های محیطی | ||
| عنوان مقاله [English] | ||
| The facilitating effect of individual, environmental and fashion involvement factors on impulse buying | ||
| نویسندگان [English] | ||
| Babak Abedi1؛ Naser Asgari2؛ Hosein Safari3؛ Ahmad Assadzadeh4؛ Afshin Rahnama Qara Khan Biglou5 | ||
| 1MSc Student, Tabriz University, Tabriz, Iran | ||
| 2Assistant Prof., Faculty of Management, Sattari University, Tehran, Iran | ||
| 3Associate Prof., Faculty of Management, University of Tehran, Iran | ||
| 4Assistant Prof., Faculty of Economy, Management and Commercial, Tabriz University, Tabriz, Iran | ||
| 5PhD 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 | ||
| مراجع | ||
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