عوامل مؤثر بر ناهمسانی شناختی پس از خرید و قصد خرید‌ مجدد مصرف‌کنندگان

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری دانشگاه یزد، یزد، ایران

2 کارشناس ارشد گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

چکیده

تبلور نگرش انسان­ها در رفتارهای آنها؛ نگاهی است که اندیشمندان رفتاری از گذشته­های دور نسبت به رفتارهای انسانی بیان نموده­اند؛ علیرغم این موضوع، برخی مطالعات تجربی و بررسی رفتارهای انسانی، نتایج متفاوتی را نشان داده و به نوعی ناهمسانی بین نگرش و رفتار اشاره کرده­اند. مطالعه حاضر، درصدد بررسی عوامل مؤثر بر ناهمسانی شناختی پس از خرید و قصد خرید­مجدد مصرف­کنندگان نسبت به فرآورده­های لبنی کاله است. تحقیق حاضر، جهت جمع­آوری داده­ها از روش پیمایشی و جهت تحلیل داده­ها از روش همبستگی استفاده نموده است. جامعه آماری پژوهش­390 نفر از مصرف‌کنندگان فرآورده­های لبنی کاله در شهر ارومیه می­باشند که به روش نمونه‌گیری کوکران انتخاب شدند. به منظور گردآوری داده­های میدانی از پرسشنامه و برای تجزیه و تحلیل داده­ها از مدل‌سازی معادلات ساختاری بر اساس نرم­افزار Smart­-­Pls­ استفاده شد. یافته­های پژوهش نشان می­دهد؛ خرید خردمندانه، تمایل به خرید تفننی و تمایل به مصرف لذت­جویانه بر ناهمسانی شناختی تأثیر معکوس و معناداری داشته و بین مشارکت در محصول و نگرانی بعد از خرید با ناهمسانی شناختی تأثیر مثبت و معناداری یافت شد. همچنین این ناهمسانی شناختی بر ارزش مصرف و رضایت پیش­بینی شده تأثیر مثبت و معناداری دارد؛ و بین ناهمسانی شناختی بر کیفیت خدمات درک شده تأثیر معناداری یافت نشد.

کلیدواژه‌ها


عنوان مقاله [English]

Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase

نویسندگان [English]

  • Mahdi Sabokro 1
  • Hooshmand Bagheri Gara Bolagh 2
  • MohammadReza Gholami 2
1 Associate Professor, Faculty of Economic‌, Management and Accounting, Yazd University
2 MSc. Business Management, Faculty of Economic‌, Management and Accounting, Yazd University
چکیده [English]

The concept of ‘consonance of human behavior’ is an extension of the general concept of consonance from the physical world to the realm of human behavior. Humans try different practices to coordinate viewpoints and behaviors in order to understand and imagine the world, in which they sometimes face some cognitive dissonance. In terms of data collection, the present study is a survey, and, in terms of data analysis, it is descriptive. The statistical sample consisted of 390 consumers of Kaleh dairy products in the city of Urumieh selected by using Cochran sampling formula. The structural equations’ modeling was done to analyze the research data with the Smart-PLS software. The results of the study showed that wisdom of purchase, impulse buying tendencies, hedonic consumption tendencies, perceived service quality, and anticipated satisfaction have negative and significant effects on cognitive dissonance. Cognitive dissonance, in turn, has a positive and significant effect on the consumption value ­and predicted satisfaction. There was no correlation found between cognitive dissonance and perceived service quality.

کلیدواژه‌ها [English]

  • Cognitive dissonance
  • Wisdom of purchase
  • Repurchase Intention
  • Kaleh company
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