نوع مقاله : مقاله پژوهشی
نویسندگان
1 ، دانشجوی دکتری رشته مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
2 استاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 دانشیار گروه مدیریت آموزشی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Introduction: Business success cannot be overstated today. In this regard, predicting consumer behavior is a key to the success of planning and managing the changing environment. The focus of this study is on recognizing the future behavior of consumers in buying goods with high mental involvement. In fact, this study identifies the factors, dimensions, components and indicators affecting this behavior through a structural model. This study seeks to answer the question ‘how can a structural model with respect to factors, dimensions, components and effective indicators predict future consumer behavior? To answer this question, at first, the theoretical literature was reviewed to identify a list of effective structures that could be related to the main concept of the research. By asking three questions and conducting interviews with academic and industry experts, further cases were identified. In the second study, the researchers presented the research hypotheses using the structures approved in the first study. By examining them, the final structural model was presented.
Methodology: In this study, researchers used two qualitative and quantitative methods in a row, from problem design to conclusion. Therefore, the typology of this research is combined and sequential-exploratory. In the first study, the aim is to discover the factors, dimensions, indicators and components of consumer futures buying behavior for products with high mental involvement, so its focus is on the content. Since the second study of this research intends to develop applied knowledge in providing a model for predicting the future buying behavior of consumers for products with high mental engagement, it is of a practical type. In the first study, consecutive sampling and snowball chain network sampling method were used to achieve theoretical saturation or sampling adequacy. In the second study, probabilistic sampling and one-stage cluster random sampling methods were used. Two methods were used to collect the data, library and field methods. The library method was used in the research literature, and the field method was for collecting the data. In the first study, the experts were interviewed, and, finally, by the designing of a protocol, the data were collected to analyze their opinions. In the second study, through the design of a researcher-made questionnaire, the data were collected, and the hypotheses of this section were examined in the form of inferential statistics. In the first study, to verify the reliability, the review method was used by another informed person to ensure the accuracy of the data obtained. Maxwell validation method was used to evaluate the validity of the study. In the second study, Cronbach's alpha coefficient was used to evaluate the reliability of the questionnaire, and confirmatory factor analysis and KMO scaling were performed to evaluate the validity. In the first study, the Delphi method was applied in four rounds to review the theoretical literature, and 17 university and industry experts were interviewed to obtain their opinions. Also, fuzzy Delphi logic was used to analyze their opinions. In the second study, a 417-person sample was selected, and then AMOS and SPSS software programs served to analyze the components and indicators in the form of two measured and structural models.
Results and Discussion: This study is in line with previous research to identify predictors of consumer future buying behavior. However, in the second part of the research, the effective components were added to a model with a number of modifications to push the research one step further. In other words, the second study confirmed the results of the first study and previous studies. New findings were added to the predictors of consumer future buying behavior. This research also has practical implications. It was shown that what consumers pay attention to about the product's mental engagement is their rationale for realizing their future buying behavior. Also, the consumer's feelings about buying a product or brand can affect their future buying behavior as an experience. This means that, if brands and marketers can create a situation where customers feel good, then the likelihood of them to buy from that brand increases in the future.
Conclusion: In the first part of the study, two factors, four dimensions, eighteen components and sixty-five indicators related to the main concept were identified. In the second part of the study, the research components were analyzed through confirmatory factor analysis, and the approved components were fitted in the final model. The results of this study showed that the feedback from the sellers and attention to product changes from the viewpoint of its social effects had the highest amount of de-fuzzy and were the most important. On the other hand, the index of environmental groups from the viewpoint of mental norms had the least amount of de-fuzzy and was the least important index.
کلیدواژه‌ها [English]
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