نوع مقاله : استخراج از پایان نامه کارشناسی ارشد
نویسندگان
1 دانشگاه آزاد اسلامی/ قم/ ایران
2 استادیار،گروه مدیریت دانشگاه پیام نور، تهران، ایران.
3 دکتری مدیریت بازاریابی،گروه مدیریت بازرگانی،دانشکده مدیریت،دانشگاه اصفهان، اصفهان، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The topic of impulse buying is a unique aspect of consumer lifestyles in different societies. Therefore, consumer understanding and awareness of this issue is effective in improving customer willingness to purchase, especially in today's competitive and complex market. Despite numerous domestic research studies on impulse buying, less attention has been paid to the sensory cues influencing consumer behavior. Based on this, this research aims to investigate sensory cues on consumer behavior in impulse buying of street food. This research is descriptive-survey in nature and based on its objective, it is applied. The statistical population of this study includes customers over 18 years old, street food vendors, and mobile food trucks. The conceptual model of the research has been developed using the literature on the subject. Using convenience sampling, a total of 384 questionnaires were collected with an acceptable reliability based on Cronbach's alpha. Data analysis was performed using structural equation modeling through SPSS and Amos software. The results showed that sensory cues have a positive impact on impulse buying inclination, stimulation, and hedonic enjoyment, while they have a negative impact on perceived risk. After presenting the results, it is recommended to sellers and stakeholders of such street businesses to use sensory marketing to stimulate individuals' emotions and encourage them to engage in impulse buying.
کلیدواژه‌ها [English]
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