نویسندگان
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استادیار دانشکده مدیریت دانشگاه خوارزمی
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دانشکده مدیریت دانشگاه خوارزمی
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نوع مقاله : علمی - پژوهشی
چکیده
هدف از پژوهش حاضر بررسی پیشرانها و پیامدهای حاصل از پدیده ناهماهنگی شناختی در رفتار مصرفکننده در بین شهروندان منطقه 12 شهر تهران میباشد. این پژوهش از نظر هدف، کاربردی و از نظر ماهیت توصیفی پیمایشی هست. جامعه آماری پژوهش حاضر شهروندان منطقه 12 تهران میباشند که حداقل برای یک‌بار از یکی از سوپرمارکتهای منطقه مسکونی خود خرید کرده باشند. روش نمونهگیری از نوع نمونهگیری تصادفی ساده میباشد و طبق فرمول کوکران برای جوامع نامحدود تعداد 384 پرسشنامه جمعآوری شد. برای سنجش روایی از نظر خبرگان و برای سنجش پایایی از آلفای کرونباخ استفاده گردید. تجزیه‌وتحلیل دادهها با تکنیک مدلسازی معادلات ساختاری و با استفاده از نرم‌افزار SPSS و PLS انجام گردید. نتایج نشاندهنده تأثیر مستقیم رفتار خرید آنی و مصرف لذتجویانه بر ناهماهنگی شناختی میباشد و همچنین تأثیر معکوس ناهماهنگی شناختی بر رضایت، وفاداری رفتاری و وفاداری نگرشی مورد تأیید قرار گرفت. بین مصرف لذتجویانه، آنی گرایی و رفتار خرید آنیآنی رابطه مستقیمی مشاهده گردید. در ضمن رابطه بین رضایت و وفاداری مثبت و معنادار به دست آمد.
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