ارائه الگوی مضامین روان‌سنجی خرید تکانشی: دیدگاه ویژگی‌های شخصیتی

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشجوی دکترا، گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

2 دانشیار، گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

3 استاد، گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

10.48301/kssa.2022.334706.2051

چکیده

این پژوهش با هدف ارائه الگوی مضامین روان‌سنجی خرید تکانشی با دیدگاه ویژگی‌های شخصیتی انجام شد. پژوهش حاضر اکتشافی-توسعه‌ای است که با بهره‌گیری از روش تحلیل مضمون، مضامین اصلی مرتبط با مفهوم خرید تکانشی را با اتکا به ویژگی‌های شخصیتی 5 عاملی استخراج و در قالب یک مدل ارائه کرده است. در این تحقیق برای گردآوری اطلاعات، از روش کتابخانه‌ای (مطالعه ادبیات پیشین) و مصاحبه عمیق از افرادی که درگیر رفتار خرید تکانشی هستند تا رسیدن به اشباع نظری استفاده شد. مشارکت‌کنندگان پژوهش شامل 23 نفر از زنان (مشتریان لوازم آرایش برند هدی بیوتی) کشورهای حاشیه خلیج فارس (عمان، کویت، امارات) به انضمام استان‌های جنوبی ایران بود که با استفاده از آزمون‌های آر.اف.ام و بارات، تکانشگری و خرید افراطی آنان اثبات شده بود. همچنین در تحلیل داده‌های جمع‌آوری‌شده، از نرم‌افزار Nvivo10 استفاده شد. یافته‌ها نشان داد 16 مضمون فراگیر و 32 مضمون سازمان‌دهنده مشتق‌شده از متن مصاحبه‌های انجامی، شکل‌دهنده الگوی تحقیق بودند. همچنین از این حیث که در این الگو مؤلفه‌هایی چون رودربایستی، خودشگفت‌زدگی، پیام کلایتون و ظرفیت خرید به عنوان مضامین جدید مطرح شده است، این الگو جنبه نوآورانه داشت. همچنین در الگوی مطرح‌شده، متغیرهای حظّ از خرید، عواطف، سودمندی توسط مطالعات گذشته تأیید شد و از طرف دیگر متغیرهای فقدان خودکنترلی و عوامل موقعیتی نیز به‌عنوان متغیر مداخله‌گر بین قصد و رفتار خرید تکانشی مطرح شد. در بخش پیامدهای رفتاری نیز دو بخش واکنش‌های عملی و عواقب احساسی، توسعه یافت. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Presenting a Model of Psychometric Themes of Impulse Buying: A Personality Traits Perspective

نویسندگان [English]

  • Raschel Ansari 1
  • Seyed Hasan Hataminasab 2
  • Shahnaz Nayebzadeh 3
1 PhD Student, Department of Management, Islamic Azad University of Yazd, Yazd, Iran.
2 Assistant Professor, Department of Management, Islamic Azad University of Yazd, Yazd, Iran.
3 Professor, Department of Management, Islamic Azad University of Yazd, Yazd, Iran.
چکیده [English]

This research was conducted with the aim of providing a sample of psychometric subjects of impulse buying from the perspective of personality traits. The current research was an exploratory-developmental study and using the theme analysis method, extracted the main topics related to the concept of impulse buying based on 5-factor personality traits and presented it in the form of a model. In this research, the library method (previous literature study) and in-depth interviews with participants involved in impulse buying behavior research were conducted until theoretical saturation was reached. The participants of the research included 23 women (buyers of Huda Beauty brand cosmetics) from the border countries of the Persian Gulf (Oman, Kuwait, UAE) and the southern provinces of Iran, whose impulsivity and buying extremism was proven using RFM and Barat tests. Nvivo10 software was also used to analyze the collected data. The findings showed that 16 inclusive themes and 32 organizing themes derived from the text of the final interviews formed the pattern of the research. Furthermore, in this model, components such as bashfulness, self-surprise, Clayton's message and purchasing capacity were proposed as new themes, indicating its innovative aspect. In addition, in the proposed model, the variables of buying pleasure, emotions, and usefulness were confirmed by previous studies, and the variables of lack of self-control and situational factors were also proposed as intervening variables between the intention and impulsive buying behavior. In the behavioral consequences section, two sections of practical reactions and emotional consequences were developed.

کلیدواژه‌ها [English]

  • Impulse buying
  • Big Five personality traits
  • Thematic analyses

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فصلنامه علمی کارافن
دوره 20، ویژه نامه
علوم انسانی
شهریور 1402
صفحه 155-182

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  • تاریخ دریافت: 12 اردیبهشت 1401
  • تاریخ بازنگری: 31 مرداد 1401
  • تاریخ پذیرش: 06 آذر 1401

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