عوامل مؤثر بر ناهمسانی شناختی پس از خرید و قصد خرید مجدد مصرفکنندگان | ||
| کاوشهای مدیریت بازرگانی | ||
| مقاله 11، دوره 10، شماره 20، بهمن 1397، صفحه 215-242 اصل مقاله (562.2 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.29252/bar.2019.1327 | ||
| نویسندگان | ||
| مهدی سبک رو1؛ هوشمند باقری قره بلاغ* 2؛ محمدرضا غلامی2 | ||
| 1استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری دانشگاه یزد، یزد، ایران | ||
| 2کارشناس ارشد گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران | ||
| چکیده | ||
| تبلور نگرش انسانها در رفتارهای آنها؛ نگاهی است که اندیشمندان رفتاری از گذشتههای دور نسبت به رفتارهای انسانی بیان نمودهاند؛ علیرغم این موضوع، برخی مطالعات تجربی و بررسی رفتارهای انسانی، نتایج متفاوتی را نشان داده و به نوعی ناهمسانی بین نگرش و رفتار اشاره کردهاند. مطالعه حاضر، درصدد بررسی عوامل مؤثر بر ناهمسانی شناختی پس از خرید و قصد خریدمجدد مصرفکنندگان نسبت به فرآوردههای لبنی کاله است. تحقیق حاضر، جهت جمعآوری دادهها از روش پیمایشی و جهت تحلیل دادهها از روش همبستگی استفاده نموده است. جامعه آماری پژوهش390 نفر از مصرفکنندگان فرآوردههای لبنی کاله در شهر ارومیه میباشند که به روش نمونهگیری کوکران انتخاب شدند. به منظور گردآوری دادههای میدانی از پرسشنامه و برای تجزیه و تحلیل دادهها از مدلسازی معادلات ساختاری بر اساس نرمافزار Smart-Pls استفاده شد. یافتههای پژوهش نشان میدهد؛ خرید خردمندانه، تمایل به خرید تفننی و تمایل به مصرف لذتجویانه بر ناهمسانی شناختی تأثیر معکوس و معناداری داشته و بین مشارکت در محصول و نگرانی بعد از خرید با ناهمسانی شناختی تأثیر مثبت و معناداری یافت شد. همچنین این ناهمسانی شناختی بر ارزش مصرف و رضایت پیشبینی شده تأثیر مثبت و معناداری دارد؛ و بین ناهمسانی شناختی بر کیفیت خدمات درک شده تأثیر معناداری یافت نشد. | ||
| کلیدواژهها | ||
| ناهمسانی شناختی؛ خرید خردمندانه؛ قصد خرید مجدد؛ شرکت کاله | ||
| عنوان مقاله [English] | ||
| Factors Affecting Cognitive Dissonance after Purchase and Intent for Repurchase | ||
| نویسندگان [English] | ||
| Mahdi Sabokro1؛ Hooshmand Bagheri Gara Bolagh2؛ MohammadReza Gholami2 | ||
| 1Associate Professor, Faculty of Economic, Management and Accounting, Yazd University | ||
| 2MSc. Business Management, Faculty of Economic, Management and Accounting, Yazd University | ||
| چکیده [English] | ||
| The concept of ‘consonance of human behavior’ is an extension of the general concept of consonance from the physical world to the realm of human behavior. Humans try different practices to coordinate viewpoints and behaviors in order to understand and imagine the world, in which they sometimes face some cognitive dissonance. In terms of data collection, the present study is a survey, and, in terms of data analysis, it is descriptive. The statistical sample consisted of 390 consumers of Kaleh dairy products in the city of Urumieh selected by using Cochran sampling formula. The structural equations’ modeling was done to analyze the research data with the Smart-PLS software. The results of the study showed that wisdom of purchase, impulse buying tendencies, hedonic consumption tendencies, perceived service quality, and anticipated satisfaction have negative and significant effects on cognitive dissonance. Cognitive dissonance, in turn, has a positive and significant effect on the consumption value and predicted satisfaction. There was no correlation found between cognitive dissonance and perceived service quality. | ||
| کلیدواژهها [English] | ||
| Cognitive dissonance, Wisdom of purchase, Repurchase Intention, Kaleh company | ||
| مراجع | ||
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