تأثیر محرک‌های ذهنی، اجتماعی و رفتاری بر تصمیم‌گیری خرید مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکترای مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران

2 استاد گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران

3 استادیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران

10.22034/jbar.2023.12947.3295

چکیده

در ﻫﺮ ﺟﺎﻣﻌﻪ با توجه ‌به ﺷﺮاﻳﻂ ﺧﺎص آن، محیط‌های ﮔﻮﻧﺎﮔﻮﻧﻲ وﺟﻮد دارﻧﺪ ﻛﻪ رﻓﺘﺎر ﻣﺮدم را ﺷﻜﻞ می‌دهند و در ﺣﻘﻴﻘﺖ تعیین‌کننده رﻓﺘﺎرﻫﺎ و ﻋﻤﻠﻜﺮدﻫﺎی آﻧﺎن هستند. رﻓﺘﺎر ﻣﺼﺮﻓﻲ مصرف‌کننده تحت‌تأثیر محرک‌هایی ﻧﻈﻴﺮ محرک‌های ذهنی، اﺟﺘﻤﺎﻋﻲ و رفتاری ﻗﺮار می‌گیرد. در این پژوهش تلاش شده با ارائه مدلی به ‌اندازه‌گیری تأثیر محرک‌های ذهنی، اجتماعی و رفتاری بر تصمیم‌گیری خرید مصرف‌کننده مبادرت گردد. در ابتدا به جمع‌آوری داده‌ها از منابع علمی حوزه پژوهش مبادرت شده و ابعاد و شاخص‌ها برای اندازه‌گیری تأثیر محرک‌های ذهنی، اجتماعی و رفتاری بر تصمیم‌گیری خرید مصرف‌کننده شناسایی شده‌اند. در ادامه با استفاده از روش دلفی به شناسایی ابعاد و مؤلفه‌های مربوطه از نظر متخصصان و صاحب‌نظران بازاریابی پرداخته شد تا در انتها این متغیرها و مؤلفه‌های مربوط مورد پایش و در قالب پرسش‌نامه مورد استخراج قرار گرفت. جامعه آماری این تحقیق متشکل از دو گروه بوده که گروه اول شامل نخبگان و اساتید دانشگاهی و متخصصین حوزه بازاریابی و رفتار مصرف‌کننده می‌باشد. گروه دوم جامعه آماری تحقیق شامل مصرف‌کنندگان با تجربه خرید متعدد از هایپرمارکت‌های سطح شهر تهران بوده که با استفاده از فرمول آماری کوکران و کرجسی و مورگان، تعداد ۳۸4 نفر با روش نمونه‌گیری تصادفی مورد تحلیل قرار گرفتند. پژوهش حاضر از نظر روش گردآوری داده‌ها آمیخته محسوب می‌شود. روش تجزیه و تحلیل داده‌ها در بخش کیفی دلفی می‌باشد در بخش کمی پژوهش برای تست مدل طراحی شده پرسش‌نامه طراحی شده و داده‌های به دست آمده با استفاده از ابزار آماری اس پی اس اس جهت آماده‌سازی داده‌ها و همچنین از تکنیک معادلات ساختاری برای سنجش تاثیر متغیرها با استفاده از نرم‌افزار اسمارت پی ال اس استفاده شده است. نتایج این پژوهش نشان می‌دهد که بی‌تردید برای مصرف‌کنندگان نمونه مورد مطالعه، محرک‌های ذهنی، اجتماعی و رفتاری زمانی که بخواهند اقدام به خرید کنند از این اطلاعات استفاده خواهند کرد و این اطلاعات می‌تواند بر روی تصمیم‌گیری خرید آنها موثر باشد.

کلیدواژه‌ها


عنوان مقاله [English]

The effects of mental, social and behavioral stimuli on consumer purchasing decisions

نویسندگان [English]

  • Abolfazl Pokari 1
  • Hussein Vazifehdoost 2
  • Kari Hamid 2
  • Maryam Khalil 3
1 PhD in Business Management, Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran
2 Professor, Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran
3 Assistant Professor, Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran
چکیده [English]

Introduction: In different societies, according to the nature of that society, different environments give rise to a process and determine its form. The consumer is influenced by mental and behavioral stimuli, and his behavior is the affected by different consumption and performance drivers. In this research, a model has been proposed to measure the influence of mental, social and behavioral stimuli on consumer purchase decisions. At first, a set of scientific resources related to the field are collection and used, and then the indicators are identified to explain the influence of mental, social and behavioral stimuli on consumer purchasing decisions. In this study, an attempt has been made to provide a model to measure the effects of mental, social and behavioral stimuli on consumer purchasing decisions. Initially, the data are collected from scientific sources related to the field of research, and then the corresponding dimensions and indicators are identified to measure the effect of those stimuli..
Methodology: In this study, after a content analysis, mental, social and behavioral stimuli are examined for their effects on consumer purchasing decision in Tehran province. Also, the variables of those stimuli are identified and evaluated to a large extent. A frequency distribution table is used for the central indicators, dispersion, and distribution. In the inferential part, the SPSS statistical tool is used to for data analysis, and the structural equation technique serves to measure the effects of variables using the Smart PLS software. The statistical population of the study consists of marketing professionals and consumers with numerous shopping experiences from hypermarkets. The target population is selected as a suitable sample from the community of experts and university professors. Also, the statistical population of the second group consists of consumers with numerous purchasing experiences from hypermarkets in Tehran. They were selected using the statistical formula of Cochran, Krejcie and Morgan. The final sample size was 384 people, and 400 questionnaires were distributed to ensure their return. A suitable sample is taken from the consumer community with multiple shopping experiences from hypermarkets in Tehran. To this end, the available random sampling method has been used.
 
Results and Discussion: The study of the structural pattern of PLS and research questions is possible by examining the path coefficients and the standard values of the determination coefficient for the endogenous (dependent) latent variables. The coefficient of determination is a criterion that shows the effect of an exogenous variable on an endogenous variable, and three values of 0.19, 0.33, and 0.67 are considered as the criteria for weak, medium and strong values. The criterion of the determination coefficient for the endogenous structures of the research has been calculated, which, according to the three values of the criterion, can confirm the appropriateness of the fit of the structural model.
Conclusion: In this study, the effects of mental, social and behavioral stimuli on consumer purchasing decision making in Tehran are investigated with two main objectives. The first purpose is to determine the effects of mental, social and behavioral stimuli on each other and on consumer purchasing decisions. The second goal of the research is to provide a model for measuring the effects of mental, social and behavioral stimuli on consumer purchasing decisions. In the qualitative part, the Delphi method was used to develop the scale of mental stimuli, social stimuli and consumer behavioral stimuli. In this study, after the content analysis is done, the mental, social and behavioral stimuli of consumers' purchasing decision were identified. In the next step, using the Delphi method to identify the dimensions and components of mental and social stimuli, behavioral and consumer purchasing decisions were made from the perspective of marketing experts and professors. Also, with the approval of the marketing experts and specialists, a questionnaire related to personal values ​​and a questionnaire of modifying variables including questions on personal factors and situational factors were prepared. Also, to examine the pattern of structural relationships between model variables and analysis, it was shown that (1) there is a positive and significant relationship between effective mental stimuli and consumer purchasing decisions, (2) there is a positive and significant relationship between effective social stimuli and consumer purchasing decisions, (3) there is a positive and significant relationship between effective behavioral stimuli and consumer purchasing decisions , and (4) there is a positive and significant relationship between mental, social and behavioral stimuli in each other and consumer purchasing decisions.

کلیدواژه‌ها [English]

  • Mental stimuli
  • Social stimuli
  • Behavioral stimuli
  • Purchasing decision
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