تاکسونومی پاسخ‌های رفتاری مصرف‌کنندگان در دوران همه گیری کووید-19 با روش فرا ترکیب

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، مدیریت بازاریابی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران، ایران.

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

3 دانشیار، عضو گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی(ره)، تهران، ایران

4 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

چکیده

هدف: شیوع همه‌گیری بیماری کووید-19یا کرونا ویروس در سال 2020، آثار چشمگیری بر اقتصاد و سلامت کشورها داشت. هدف این پژوهش بررسی سیستماتیک پاسخ‌های رفتاری مصرف‌کننده در دوران شیوع همه‌گیری کووید-19و ارائه مدل با به‌کارگیری روش فرا ترکیب می‌باشد.
روش: با استفاده از روش فراترکیب، ابعاد پاسخ های رفتاری مصرف کننده در دوران همه گیری کووید 19 شناسایی شده است. برای تبیین روش‌شناسی فرا ترکیب رویکرد هفت مرحله‌ای سندلوسکی و باروسو (2007) مورد استفاده قرار گرفت. جامعه آماری پژوهش، را 986 مقاله علمی منتشرشده در مجلات معتبر در بازه زمانی 2021 – 2019 تشکیل می‌دهد و درنهایت 25 مقاله مورد تحلیل و بررسی نهایی قرار گرفتند.
یافته ها: پس از تجزیه و تحلیل مقالات، کدها بر اساس تشابه و دفعات تکرار در سه مفهوم واکنشی، مقابله‌ای و سازگاری دسته‌بندی و 36 کد نیز استخراج شد و درنهایت، نتایج حاصل از تحلیل در قالب مدل مفهومی ارائه گردید.
نتیجه: با ترکیب و ادغام پژوهش‌های صورت گرفته مدل جامع در ارتباط با پاسخ‌های رفتاری مصرف‌کننده در دوران شیوع کووید-19ارائه شده است. عواملی از جمله، قرنطینه، رعایت فاصله گذاری اجتماعی و استفاده از فناوری ها و رسانه های اجتماعی، منجر به شکل گیری عادات جدید و ترک عادات قدیمی مصرف کنندگان خواهد شد.

کلیدواژه‌ها

عنوان مقاله [English]

Taxonomy of Consumer Behavioral Responses During Outbreak of COVID- 19 Pandemic : Meta-synthesis Method

نویسندگان [English]

  • Adele Geravand 1
  • Kambiz Heidarzadeh 2
  • Zohreh Dehdashti Shahrokh 3
  • Abdevali Abdolvand 4
1 Ph.D. Student, in Business Administration, Marketing Management, Department of Management and Economics, Science and Research branch, Islamic Azad University (IAU), Tehran, Iran
2 Associate Prof., Department of Business Management, Science and Research branch
3 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
4 Islamic Azad University
چکیده [English]

Objective: The outbreak of COVID-19 (Coronavirus ) in 2020 had significant effects on the economies and health of countries. The purpose of this study is systematically investigate consumer behavioral responses during the outbreak of COVID- 19 pandemic and present a model with using meta-synthesis methods.
Methodology: By using the meta-synthesis method, the dimensions of consumer behavioral responses were identified during the Covid 19 pandemic. To explanation of meta - synthesis methodology, seven step-by-step methods of Sandlowski and Barroso (2007) have been used. The study population is 986 scientific articles that published in credible journals from 2019 to 2021. Finally, 25 articles were scrutinized , then codes and concepts were extracted.
Finding: After analyzing the articles, the codes were extracted based on similarity and frequency replication then were categorized in three concepts of reaction, coping and adapting and 36 codes were extracted. Finally, the results of analyze were presented in the conceptual model.
Conclusion: By combining and integrating the researches, a comprehensive model has been presented in relation to consumer behavioral responses during the outbreak of Covid-19 pandemic. Factors such as quarantine, social distance, and use of technology and social media will lead to the formation of new habits and leave old consumer’s habits.

کلیدواژه‌ها [English]

  • Consumer behavioral response
  • COVID- 19
  • Coronavirus
  • Pandemic
  • Meta-synthesis

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سابقه مقاله

  • تاریخ دریافت: 27 شهریور 1400
  • تاریخ بازنگری: 13 آبان 1400
  • تاریخ پذیرش: 13 آبان 1400

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