بررسی عوامل روان‌شناختی، فرهنگی و رسانه‌ای مؤثر بر رفتار خرید آنی

نوع مقاله : کیفی

نویسندگان

1 دانشجوی دکتری روانشناسی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران.

2 دانشیار دانشکده علوم انسانی دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

3 دانشیار پژوهشکده تحقیق و توسعه علوم انسانی(سمت)، تهران، ایران.

چکیده

مقدمه: رفتار مصرف‌کننده و رفتار خرید آنی طی دهه‌های اخیر یکی از موضوعات موردتوجه محققان حوزه بازاریابی بوده است؛ بنابراین هدف پژوهش حاضر بررسی عوامل روان‌شناختی، فرهنگی و رسانه‌ای مؤثر بر رفتار خرید آنی بود.
روش تحقیق: پژوهش حاضر، به شیوه پژوهش کیفی و از نوع پدیدارشناسی تحلیلی بود. شیوه گردآوری داده‌ها مصاحبه عمیق بود. ده نفر از افراد باتجربه خرید آنی در بازه سنی 20-60 به‌صورت هدفمند انتخاب شدند و مورد مصاحبه عمیق قرار گرفتند. به‌منظور تجزیه‌وتحلیل داده‌های کیفی و استخراج مقوله‌های موردنظر، از روش پدیدارشناسی و نرم افزار MAXQDA20 و مضامین اصلی و فرعی پژوهش شناسایی شد.
یافته‌ها: ‌در نهایت براساس کدگذاری مصاحبه‌های پژوهش،  50 مضمون فرعی ‌ شناسایی ‌ و با توجه به شباهت و قرابت معنایی آنها، در 9 مضمون اصلی شامل: افکار، عواطف و احساسات‌ افراد، شخصیت افراد، ‌طراحی داخلی و محیط فروشگاه، زمینه تربیتی خانواده، هنجارها و ارزش‌های فرهنگی، طراحی وب‌سایت، کیفیت و خدمات پشتیبانی، ارائه تبلیغات اثرگذار و گسترده و  آنی‌گرایی دسته‌بندی شدند.
نتیجه‌گیری: تحقیق در خصوص رفتار خرید آنی فواید کاربردی بسیاری دارد، با آشکارساختن اهمیت نسبی عوامل مؤثر بر خرید آنی، می توان استراتژی‌های بازاریابی اثربخشی پیشنهاد داد تا حجم خریدهای آنی یک فروشگاه افزایش یابد و یا از طرف دیگر، می توان به مصرف کنندگان کمک کرد تا رفتار آنی خرید خود را کنترل کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating psychological, cultural factors and media affecting immediate buying behavior

نویسندگان [English]

  • Mino Sadat Aminzadeh 1
  • Fariborz bagheri 2
  • Mehdi Zare Bahramabadi 3
1 PhD Student in Psychology, Islamic Azad University, Research and Sciences Branch, Tehran, Iran.
2 Associate Professor, Faculty of Humanities, Islamic Azad University, Science and Research Branch, Tehran, Iran
3 Associate Professor, Research Institute for Humanities Research and Development (Samat), Tehran, Iran.
چکیده [English]

Introduction: consumer behavior and impulse buying behavior have been one of the topics of attention of marketing researchers in recent decades; Therefore, the aim of the present study was to investigate the psychological, cultural and media factors affecting impulse buying behavior.
Research method: This qualitative study was conducted using an analytical phenomenological approach with the aim of understanding the experiences of people with impulse buying behavior and its consequences. The method of data collection was in-depth interview. Ten experienced impulse buy people in the age range of 20-60 were purposefully selected and subjected to in-depth interviews. In order to analyze the qualitative data and extract the desired categories, the phenomenology method and MAXQDA20 software and the main and sub-themes of the research were identified.
Results: The results showed that based on the coding of research interviews, 50 sub-themes were identified and according to their semantic similarity and affinity, they were divided into 9 main themes including: people's thoughts, emotions and feelings, people's personality, interior design and store environment, context Family education, cultural norms and values, website design, quality and support services, providing effective and extensive advertisements and immediacy were categorized.
Conclusion: research on impulse buying behavior has many practical benefits, by revealing the relative importance of factors affecting impulse buying, effective marketing strategies can be proposed to increase the volume of impulse purchases in a store, or on the other hand, consumers can be helped. to control their immediate buying behavior.

کلیدواژه‌ها [English]

  • Psychological factors
  • instant shopping behavior
  • culture
  • media
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