مدل‌سازی خرید آنی در صنعت خرده‌فروشی ایران (مورد مطالعه: هایپر استار ارم تهران)

نویسندگان

1 دانشجوی دکتری تخصصی مدیریت بازرگانی ، گروه مدیریت ، واحد تبریز ، دانشگاه آزاد اسلامی ، تبریز ، ایران

2 دانشیار گروه مدیریت صنعتی، دانشکده مدیریت اقتصاد حسابداری، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

3 استادیار ، گروه مدیریت ، واحد هادیشهر ، دانشگاه آزاد اسلامی ، هادیشهر ، ایران

4 استادیار ، گروه مدیریت ، واحد تبریز ، دانشگاه آزاد اسلامی ، تبریز ، ایران

چکیده

این پژوهش با هدف مدلسازی خرید آنی در صنعت خردهفروشی ایران انجام شده است.
روش این پژوهش از نوع آمیخته (کیفی- کمی) است و رویکرد آن اکتشافی متوالی بوده، لذا در این پژوهش از فراترکیبی از 26 تحقیق فارسی و 41 پژوهش غیرفارسی استفاده شده و جهت ارزیابی کیفیت مطالعات از امتیازدهیCASP استفاده شده و برای انجام آن از پارادایم هفت مرحلهای سندلوفسکی و باروسو بهره گرفته شد. جامعه آماری در بخش کیفی مجموعهای از مطالعات پیشین (سالهای 1980تا2020) در نظر گرفته شده و نمونهگیری در این بخش به روش واگرا و با توجه به اعتبار منابع در نظر گرفته شد، لذا از 10 تحقیق با موضوع مشابه استفاده شد و عوامل موثر بر خرید آنی را به پنج دسته؛ (عوامل مربوط به محیط فروش، عوامل مربوط به مشتری، عوامل مربوط به محصول، عوامل اجتماعی و عوامل جمعیتشناختی) تقسیم نمود و در بخش کمی ؛ جامعه آماری شامل، کلیه مشتریان هایپر استار ارم بوده و روش نمونهگیری آن غیراحتمالی آسان بود. حجم نمونه آماری معادل 384 نفر و تعداد 499 پرسشنامه بین مشتریان توزیع شد و از روش مدلسازی معادلات ساختاری برای بررسی تأثیر مؤلفههای مستخرج به روی خرید آنی استفاده شد.
نتایج پژوهش نشان داد که بیشترین میزان تأثیر را محیط فروش ایجاد میکند و بعد از آن بهترتیب، مشتری، محصول، عوامل اجتماعی و جمعیتشناختی رتبههای دوم تا پنجم را به خود اختصاص دادند.

کلیدواژه‌ها


عنوان مقاله [English]

Instant Purchase Modeling in Iran's Retail Industry (Case Study: Tehran Hyper star Eram)

نویسندگان [English]

  • Sina Nobahari 1
  • Alireza Bafandeh 2
  • Hakimeh Niki 3
  • Morteza Mahmoodzadeh 4
1 phd candidate in business management, Department of Management ,Tabriz Branch, Islamic Azad University Tabriz, Iran
2 Associate Professor, Department of Industrial Management, Faculty of Management Accounting Economics, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
3 assistant professor, Department of Management , Hadishar Branch, Islamic Azad University Hadishar, Iran
4 assistant professor, Department of Management ,Tabriz Branch, Islamic Azad University Tabriz, Iran
چکیده [English]

This study aims to model instant purchase in the Iranian retail industry.
The method of this research is mixed (qualitative-quantitative) and its approach is heuristic. Sandlovsky and Barroso's seven-stage paradigm was used. The statistical population in the qualitative section is a collection of previous studies (1980 to 2020) and sampling in this section was considered divergent and according to the validity of the sources, so 10 studies with similar topics were used and factors affecting immediate purchase. Divided into 5 categories; (factors related to sales environment, factors related to the customer, factors related to the product, social factors and demographic factors) and in a quantitative part; The statistical population included all customers of Hyper star Eram and its sampling method was improbably easy. The statistical sample size was 384 people and 499 questionnaires were distributed among customers and the structural equation modeling method was used to investigate the effect of the extracted components on immediate purchase.
The results showed that the sales environment has the greatest impact, followed by customer, product, social factors and demographics in the second to fifth ranks, respectively.
 

کلیدواژه‌ها [English]

  • Purchase / Instant Purchase / Retail Industry / Critical Factors Instant Purchase / Over Combination
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