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)

Akbari Mehrabad, Morteza; Torkashvand, Moslem

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)

Articles in Press

Document Type : Excerpt from master's thesis

Authors

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

Abstract

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.

Keywords

Coercive social influence

social norms

impulse buying behavior

perceived scarcity

store reliance

Subjects