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تأثیر آهنگ اطلاعات و محیط فروشگاه بر ارزش خرید؛ تحلیل نقش سردرگمی و گرایش انگیزشی | ||
| مدیریت بازرگانی | ||
| مقاله 3، دوره 10، شماره 4، 1397، صفحه 743-760 اصل مقاله (932.55 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2018.251350.2937 | ||
| نویسندگان | ||
| مهدی خادمی گراشی* 1؛ نجمه گرجی2؛ هانیه فتحی3 | ||
| 1استادیار مؤسسه عالی آموزش و پژوهش مدیریت و برنامهریزی، تهران،ایران | ||
| 2کارشناس ارشد مدیریت بازرگانی، مؤسسه عالی آموزش و پژوهش مدیریت و برنامهریزی،تهران، ایران | ||
| 3کارشناس ارشد مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| هدف: محیطهای خردهفروشی متأثر از فضای فیزیکی و جریان اطلاعات، میتوانند واکنشهای احساسی متفاوتی را در خریداران ایجاد کنند. آهنگ اطلاعات (درجه ورود اطلاعات) در واحد زمان، میتواند ارزشهای ادراکی آنها را متأثر کند. از سوی دیگر، خریداران بهدلیل تنوع محصولات، به ناچار باید زمانِ بیشتری را در فرایند خرید صرف کنند که میتواند به احساس سردرگمی آنها منجر شود. این پژوهش به مطالعه تأثیر آهنگ اطلاعات و محیط بر ارزشهای خرید مشتریان در پرتو سردرگمی و گرایشهای انگیزشی آنها پرداخته است. روش: در این پژوهش به روش پیمایش و با ابزار پرسشنامه، 256 نفر از مشتریان یک فروشگاه زنجیرهای در تهران مطالعه شدند و تحلیل دادهها به کمک مدل معادلات ساختاری و رگرسیون سلسلهمراتبی انجام شده است. یافتهها: یافتهها نشان میدهد محیط فروشگاه و آهنگ اطلاعات از طریق نقش میانجی سردرگمی بر ارزش خرید لذتجویانه و منفعتگرا تأثیر دارد و متغیر گرایش انگیزشی رابطه سردرگمی مشتریان و ارزش خرید منفعتگرا را تعدیل میکند. نتیجهگیری: ارزش خرید سودمندانه تحت تأثیر گرایش خریدارانی که فروشگاهها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید میکنند، قرار میگیرد؛ اما ارزش خرید لذتجویانه تحت تأثیر خریدارانی که فروشگاهها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید میکنند، قرار نمیگیرد. | ||
| کلیدواژه‌ها | ||
| آهنگ اطلاعات؛ ارزش خرید؛ سردرگمی؛ گرایش انگیزشی؛ محیط فروشگاه | ||
| عنوان مقاله [English] | ||
| The Effect of Information Rate and Store Environment on Purchasing Value; Analysis of the Role of Confusion and Motivational Tendency | ||
| نویسندگان [English] | ||
| Mehdi Khademi1؛ Najmeh Gorji2؛ Hanieh Fathi3 | ||
| 1Assistant Prof., Department of Management and Planning, Educational and Research of Management and Planning of Institute, Tehran, Iran | ||
| 2M.Sc., Department of Business Management, Educational and Research of Management and Planning of Institute, Tehran, Iran | ||
| 3M.Sc., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| Objective A great number of customers spend much more time than expected on shopping because of a lot of reasons like variety in products. Thus, they may feel confused and disappointed. Such confusion can influence purchasing procedure and determine purchasing behavior. Such customers fail to purchase wisely and may face difficulty choosing appropriate and reasonable products. However, if the information rate is high in a shopping center environment, it may add to the confusion among customers because it goes beyond their cognitive capacity. Therefore, it is important to identify affecting factors on such confusion in order to be able to reduce it. The present study aims at finding out how information rate in a market can affect customers’ purchasing value considering different motivational tendencies. Methodology This is a practical research in nature and exploratory regarding data collection procedure which is done using a questionnaire. The statistical population includes all the customers of a specific chain store in Tehran. A sample size of 300 customers was selected and from among 330 questionnaires distributed among those customers only 256 were responded correctly. Structural equation modeling and hierarchical regression were conducted via EXCEL, SPSS and LISREL to analyze the data. Findings The findings showed that there is an acceptable correlation between the store environment and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. However, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value. Moreover, there is an acceptable correlation between the information rate and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. But, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value. Conclusion Store environmental factors (music, color, odor, light and brightness), design factors (interior design and layout), and social factors (social connection between customers and employees) through creating confusion, anxiety and incompetence among customers had significant effects on joyful purchasing value. It can be concluded that store environment can be effective on profitable purchasing value through creating confusing customers in retail stores. Besides, purchasing environments can create emotional reactions in customers which are affective on shopping behavior and its consequences. At the end, functional motivational tendency can moderate the relationship between customers’ confusion and profitable purchasing value. | ||
| کلیدواژه‌ها [English] | ||
| Information rate, Customer confusion, Confusion motivation intensity, Motivational orientation, Store environment | ||
| مراجع | ||
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رحیمیزاده، حسنا؛ حدادیان، علی رضا؛ اصفهانی، میرابراهیم (1393). بررسی عوامل مؤثر بر خرید ناگهانی در فروشگاههای زنجیرهای مشهد. فصلنامه بازاریابی نوین، 4(15)، 71-84. خادمی، مهدی؛ منشی، مهسا (1395). استراتژی قیمت گذاری (چاپ دوم). تهران: انتشارات سیته. هومن، حیدرعلی ( 1384). مدلیابی معادلات ساختاری با استفاده از نرمافزار لیزرل. تهران: انتشارات سمت.
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