ارائه الگوی رفتار پیش از خرید مصرف‌کننده

نوع مقاله : علمی - پژوهشی

نویسندگان

1 مدیریت بازرگانی-دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، ایران

2 بخش مدیریت دانشگاه شیراز

3 استادیار، بخش مدیریت، دانشگاه شیراز

چکیده

هدف: فهم این موضوع که مشتریان بالقوه قبل از اینکه محصولی بخرند چه رفتاری از خود بروز می‌دهند، می‌تواند به صنایع تولیدی و تجاری در تبیین برنامه‌های بازاریابی خود جهت جذب مشتری و صرفه‌جویی در هزینه‌های بازاریابی کمک کند. هدف پژوهش حاضر، ارائه الگوی جامعی برای رفتار پیش از خرید مصرف‌کننده می‌باشد.
روش شناسی: جهت نیل به هدف پژوهش، با روش آمیخته، ابتدا در بخش کیفی با مرور سیستماتیک پژوهش‌های صورت گرفته ابعاد و مؤلفه‌های رفتار پیش از خرید مصرف‌کننده شناسایی شد و پایایی آن با شاخص کاپا مورد تأیید قرار گرفت. در بخش کمی با استفاده از روش معادلات ساختاری مدل مربوطه از طریق نرم افزار Smart PLS3 مورد آزمون قرار گرفت.
یافته ها: الگوی رفتار پیش از خرید مصرف‌کننده در 4 بعد و 10 مؤلفه که شامل: عوامل زمینه‌ای (زمینه روانشناختی و زمینه محیط اجتماعی)، تشخیص نیاز (ترغیب نیاز، ظهور نیاز، واکنش شناختی به نیاز)، جستجوی اطلاعات (عوامل موقعیتی جستجوی اطلاعات، منابع اطلاعاتی ذهنی، منابع اطلاعاتی خارجی) و بررسی قبل از خرید محصول ( ارزیابی گزینه‌ها، رضایت قبل از خرید) است، ارائه گردید.
نتیجه گیری: نتایج نشان داد که عوامل زمینه‌ای به عنوان عاملی مهم و تأثیر گذار به صورت مستقیم و غیر مستقیم در تمامی مراحل تشخیص نیاز، جستجوی اطلاعات و بررسی قیل از خرید محصول در رفتار پیش از خرید مصرف‌کننده ایفای نقش می‌کند. همچنین این مراحل به صورت مستقیم و غیر مستقیم بر مراحل بعد از خود تإثیر می‌گذارند.

کلیدواژه‌ها

عنوان مقاله [English]

Presenting a Pattern for Consumer’s PrePurchase Behavior

نویسندگان [English]

  • Mohammad Saeidi 1
  • Abbas Abbasi 2
  • alireza amini 3
1 Business Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Iran
2 Shiraz University
3 Shiraz University
چکیده [English]

Objective: Manufacturing institutions and businesses can better develop marketing plans to attract more customers and save marketing costs by realizing the pre-purchase behavior of potential customers. The present study proposes a comprehensive model of the pre-purchase behavior of consumers.
Methodology: A mixed methodology was adopted. The qualitative phase identified pre-purchase consumer behavior factors by a systematic review of the literature, and reliability was verified by Cohen's kappa coefficient. The quantitative phase tested the proposed model using structural equation modeling (SEM) in Smart PLS V.3.
Findings: Pre-purchase behavior was modeled in four dimensions and ten factors, including contextual factors (psychological and social), requirement identification factors (requirement encouragement, requirement emergence, and cognitive reaction to requirement), information searching factors (positional information searching factors, subjective information sources, and external information sources), and pre-purchase investigation factors (alternative evaluation and pre-purchase satisfaction).
Conclusion: Contextual factors had significant, direct and indirect, impacts on pre-purchase behavior in all the stages of requirement identification, information searching, and pre-purchase investigation. This stage (contextual factors) directly and indirectly impacted all the succeeding stages.

کلیدواژه‌ها [English]

  • Consumer Behavior
  • Consumer Decision Making
  • PrePurchase Consumer Behavior

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  • تاریخ دریافت: 23 مهر 1400
  • تاریخ بازنگری: 29 آذر 1400
  • تاریخ پذیرش: 29 آذر 1400

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