مطالعه پیشران ها و پیامدهای حاصل از ناهماهنگی شناختی در رفتار مصرف کننده

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار دانشکده مدیریت دانشگاه خوارزمی

2 دانشکده مدیریت دانشگاه خوارزمی

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.

کلیدواژه‌ها

عنوان مقاله [English]

investigating antecedents and consequences of cognitive dissonance in consumer behavior

نویسنده [English]

  • Hossein Norouzi 1
1 Assistant Prof. Dep. of Business, Faculty of Management, Kharazmi University, Tehran, Iran
2

کلیدواژه‌ها [English]

  • cognitive dissonance
  • impulse buying behavior
  • impulsiveness
  • product involvement
  • Satisfaction
  • Loyalty

مراجع

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سابقه مقاله

  • تاریخ دریافت: 15 مهر 1398
  • تاریخ بازنگری: 27 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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