نویسندگان
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استادیار و عضو هیئت علمی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.
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دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.
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نوع مقاله : علمی - پژوهشی
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.
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