تأملی بر پیشایندها و پسایندهای ناهمسانی شناختی پس از خرید در بین مصرف کنندگان کالاهای تُند مصرف

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار و عضو هیئت علمی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری‌، دانشگاه سمنان، سمنان، ایران.

چکیده

برخی مطالعات تجربی و بررسی رفتارهای انسانی، به نوعی ناهمسانی بین نگرش و رفتار اشاره کرده­اند، علیرغم این موضوع؛ مطالعه حاضر درصدد بررسی تأملی بر پیشایندها و پسایندهای ناهمسانی­شناختی پس از خرید در بین مصرف­کنندگان کالاهای تُند مصرف است. تحقیق حاضر، جهت جمع­آوری داده­ها از روش پیمایشی و جهت تحلیل داده­ها از روش همبستگی استفاده نموده است. جامعۀ آماری پژوهش 432 نفر از مصرف‌کنندگان کالاهای تند مصرف در شهر سمنان می­باشند که به روش نمونه‌گیری کوکران انتخاب شدند. به منظور گردآوری داده­های میدانی از پرسشنامه و برای تجزیه و تحلیل داده­ها از مدل‌سازی معادلات ساختاری بر اساس نرم­افزار Smart­-­Pls­ استفاده شد. یافته­های پژوهش نشان می­دهد؛ انتظارات مصرف­کننده از محصول، نگرش مصرف­کنندگان نسبت به بازاریابی شرکت و اضطراب صفتی مصرف­کننده بر ناهمسانی­شناختی پس از خرید تأثیر مثبت و معناداری داشته و بین اعتماد به نفس مصرف­کننده با ناهمسانی­شناختی تأثیر مثبت و معناداری یافت نشد. همچنین این ناهمسانی­شناختی؛ بر ارزش مصرف و رفتارهای منفی پس از خرید تأثیر مثبت و معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Consequences Post-Purchase Cognitive Dissonance among Consumer's of Fast Moving Consumer Goods (FMCG)

نویسندگان [English]

  • Morteza Maleki Minbashrazgah 1
  • Hooshmand Bagheri 2
1 استادیار و عضو هیئت علمی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.Assistant Prof., Faculty of Economics, Management and Administrative
2 Ph.D. Candidate in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran.
چکیده [English]

 Objective:  Some empirical studies and investigate of human behavior have pointed to a kind of dissonance between attitude and behavior. Nevertheless, this study seeks to examine the Reflection on Antecedents and consequences post-purchase cognitive dissonance among consumers of Fast Moving Consumer Goods (FMCG).  Methodology: In terms of the applied results and goal, the present study is descriptive which has been conducted through survey method. The statistical sample is the Semnan city Fast Moving Consumer Goods which 432 persons have been selected as the sample using Cochran Sampling Formula. Structural equations’ modeling was used to analyze research data with Smart-PLS software. Finding:  The results of the study showed that Consumer expectations of product, Consumer attitudes towards firms’ marketing and trait anxiety has a positive and significant effect on the post-purchase cognitive dissonance. Conclution: the post-purchase cognitive dissonance between perceived significant impacts on the self-confidence consumer was not found. Also, this post-purchase cognitive dissonance has a positive and significant effect on the value of consumption and negative behaviors after purchase

کلیدواژه‌ها [English]

  • ناهمسانی شناختی
  • رفتارهای منفی پس از خرید
  • ارزش مصرف
  • کالاهای تُند مصرف

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سابقه مقاله

  • تاریخ دریافت: 18 اردیبهشت 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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