مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

اثر نفوذ اجباری و غیر اجباری اجتماعی، هنجارهای اجتماعی و یادگیری مبتنی بر مشاهده بر رفتار خرید عجولانه از طریق متغیرهای میانجی کمبود درک شده و احساس پشیمانی (مورد مطالعه فروشگاه اتکاء شهرستان همدان)

نوع مقاله : استخراج از پایان نامه کارشناسی ارشد

نویسندگان
1 دانشجو کارشناسی ارشد ، گروه مدیریت بازرگانی ، دانشگاه پیام نور، کرج ، ایران.
2 دانشجو کارشناسی ارشد ، گروه مدیریت بازرگانی / استراتژیک، دانشگاه پیام نور، کرج ، ایران.
چکیده
هدف این پژوهش بررسی اثر نفوذ اجباری و غیر اجباری اجتماعی، هنجارهای اجتماعی و یادگیری مبتنی بر مشاهده بر رفتار خرید عجولانه از طریق متغیرهای میانجی کمبود درک شده و احساس پشیمانی در فروشگاه اتکاء شهرستان همدان می پردازد. این مدل با تجزیه و تحلیل پاسخ های نظرسنجی جمع آوری شده از 274 کارمندان و مشتریان فروشگاه اتکا با SPSS و Smart PLS مورد آزمایش قرار گرفته است. نتایج نشان داد که متغیرهای کمبود درک شده و احساس پشیمانی بر رفتار خرید عجولانه و متغیرهای ( نفوذ اجتماعی غیر اجباری، هنجارهای اجتماعی و یادگیری مبتنی بر مشاهده) بر کمبود درک شده تأثیر مثبت و معنی داری دارد. همچنین کمبود درک شده و احساس پشیمانی، بر رابطه بین متغیرهای ( نفوذ اجتماعی غیر اجباری، هنجارهای اجتماعی و یادگیری مبتنی بر مشاهده) و رفتار خرید عجولانه در فروشگاه اتکاء شهرستان همدان نقش میانجی دارد. در نهایت نیز متغیر نفوذ اجتماعی اجباری بر کمبود درک شده اثر مثبت و معنی داری نداشته و کمبود درک شده و احساس پشیمانی، نیز بر رابطه بین نفوذ اجباری اجتماعی و رفتار خرید عجولانه در فروشگاه اتکاء شهرستان همدان نقش میانجی ندارد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Investigating the effect of assembly line kitting on competitive advantage through supply chain mediation, productivity and product diversity in the assembly hall of quick products (case study: Pars Khodro Company)

نویسندگان English

Morteza Akbari Mehrabad 1
Moslem Torkashvand 2
1 MSC.student, Department of Business/Strategic Management, Payam Noor University, Karaj .branch, Iran
2 MSC.student, Department of Business/Strategic Management, Payam Noor University, Karaj, .Iran
چکیده English

The purpose of this research is to investigate the effect of forced and non-forced social influence, social norms and observation-based learning on impulsive buying behavior through the mediating variables of perceived lack and feeling of regret in Atka store in Hamadan city. This model has been tested by analyzing the survey responses collected from 274 employees and customers of Atka store with SPSS and Smart PLS. The results showed that the variables of perceived scarcity and feeling of regret have a positive and significant effect on impulsive buying behavior and the variables (non-forced social influence, social norms and observation-based learning) have a positive and significant effect on perceived scarcity. Also, perceived lack and feeling of regret have a mediating role on the relationship between variables (non-compulsory social influence, social norms and observation-based learning) and hasty buying behavior in Atka store in Hamedan city. Finally, the forced social influence variable did not have a positive and significant effect on the perceived lack, and the perceived lack and feeling of regret did not play a mediating role on the relationship between forced social influence and hasty buying behavior in Atka store in Hamadan city.

کلیدواژه‌ها English

Coercive social influence
social norms
impulse buying behavior
perceived scarcity
store reliance
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مقالات آماده انتشار، پذیرفته شده
انتشار آنلاین از 08 دی 1402

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