فصلنامه علمی کارافن

فصلنامه علمی کارافن

شناسایی مولفه‌های تغییرات در کسب و کار متناسب تغییر رفتار مصرف‌کننده در دوران اپیدمی کرونا با رویکرد معادلات ساختاری تفسیری

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان
1 3 استادیار، گروه مدیریت بازرگانی، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران
2 دانشیارگروه مدیریت دولتی.دانشکده مدیریت.دانشگاه آزاد اسلامی تهران مرکز.تهران.ایران
3 دانشجوی دکتری گروه مدیریت بازرگانی.دانشکده مدیریت.دنشگاه آزاد اسلامی تهران مرکز.تهران.ایران
چکیده
جهان شرایط استثنایی همانند ویروس کرونا را بعد از جنگ جهانی دوم تجربه نکرده است.اکثر بحران های اقتصادی در دهه های اخیر ناشی از یک بحران اقتصادی یا مالی بوده است اما همه گیری ویروس کرونا یک رخداد بهداشتی گسترده بود که زندگی اجتماعی، اقتصادی و الگوی رفتار مصرف کننده بسیاری از مردم را تحت تاثیر قرارداده است.لذا در جهت اهمیت این موضوع،این پژوهش به شناسایی مولفه‌های تغییرات در کسب و کار متناسب با رفتار مصرف‌کننده در دوران کرونا با رویکرد معادلات ساختاری تفسیری به روش آمیخته و با استفاده از تحلیل تم پرداخته است و به منظور گردآوری اطلاعات و داده ها،از روش کتابخانه ای و روش میدانی پرسشنامه استفاده شده است.جامعه مورد مطالعه مشتمل بر متخصصین و خبره های فروش و مدیران فروش فروشگاه زنجیره ای خراسان شمالی و مولفه‌ها شامل کیفیت وب سایت، نیروی انسانی متخصص،تعامل با مشتریان،تحقیقات بازاریابی،کانال های توزیع،تبلیغات آنلاین،برندسازی سازی دیجیتال،قیمت گذاری رقابتی،استراتژی بازاریابی،انگیزش مشتری می باشد.

نتایج بخش کمی نشان داد که بین 10 عامل اصلی و تغییر الگوی مصرف مردم در دوران ایپدمی کرونا رابطه مثبت و معناداری وجود دارد.فروشگاه با استفاده از ابزارهای مدیریت ارتباط با مشتری می‌تواند دیجیتال مارکتینگ و از طریق تحقیقات بازاریابی، ضرورت یادگیری این شاخه از دانش بازاریابی را به همه مدیران بازاریابی گوشزد ‌کند.همچنین می تواند از طریق استراتژی بازاریابی بازارهای هدف خاص برای یک خانواده محصول با یک محصول خاص شناسایی و از طریق یک برنامه مناسب عناصر آمیخته بازاریابی و ایجاد انگیزش برای مصرف کننده مزیت رقابتی و ایجاد هم افزایی باشد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Identifying the components of changes in business that are proportional to the change in consumer behavior during the Corona epidemic with the approach of interpretive structural equations.

نویسندگان English

hassan esmailpour 1
ahmad vedadi 2
rasoul jafarian keykanloo 3
1 Department of Business Management central branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor of Management Department, Islamic Azad University of Tehran, Central Branch, Tehran, Iran.
3 Faculty Member of the Public Administration Department, Islamic Azad University of Tehran, Central Branch, Tehran, Iran.
چکیده English

A b s t r a c t

The world has not experienced exceptional conditions like the corona virus after the Second World War. Most of the economic crises in recent decades have been caused by an economic or financial crisis, but the corona virus epidemic was a widespread health event that disrupted social, economic and pattern life. Consumer behavior has influenced many people.Therefore, in the direction of the importance of this issue, this research aims to identify the components of changes in business that are appropriate to consumer behavior in the era of Corona, with the approach of structural equations, using a mixed method and using theme analysis.and in order to collect information and data, the library method and the questionnaire field method were used The studied community consists of experts and sales experts and sales managers of North Khorasan chain stores and components including website quality,expert human resources, interaction with customers,marketing research, distribution channels, online advertising, digital branding, competitive pricing.Marketing strategy is customer motivation.

The results of the quantitative section showed that there is a positive and significant relationship between the 10 main factors and the change in people's consumption patterns during the Corona epidemic.The store can use customer relationship management tools to develop digital marketing and through marketing research, the necessity of learning this To inform the branch of marketing knowledge to all marketing managers.It can also identify specific target markets for a product family with a specific product through a marketing strategy,

کلیدواژه‌ها English

Consumer behavior change
corona
theme analysis
interpretive structural equations
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دوره 22، شماره 2
علوم انسانی
تابستان 1404
صفحه 262-285

  • تاریخ دریافت 29 آبان 1402
  • تاریخ بازنگری 04 مرداد 1403
  • تاریخ پذیرش 21 شهریور 1403