رفتارشناسی انصراف از خرید درون فروشگاهی مشتریان در فروشگاههای زنجیرهای | ||
| کاوشهای مدیریت بازرگانی | ||
| مقاله 8، دوره 15، شماره 31، خرداد 1402، صفحه 189-213 اصل مقاله (769.35 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2023.18434.4172 | ||
| نویسندگان | ||
| محمدحسن امیرنژاد1؛ کاظم عسکری فر* 2؛ مریم نکوئی زاده2 | ||
| 1دانشجوی کارشناسی ارشد مدیریت بازاریابی، دانشکده اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز، شیراز، ایران | ||
| 2استادیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز، شیراز، ایران | ||
| چکیده | ||
| مطالعه حاضر با هدف شناسایی عوامل مؤثر بر رفتار انصراف از خرید درونفروشگاهی مشتریان در فروشگاههای زنجیرهای رفاه شهر شیراز در قالب یک پژوهش کاربردی، آمیخته و استقرایی انجام شده است. در مرحله اول با استفاده از فراترکیب و مرور پیشینه تعداد 63 عامل مؤثر بر رفتار انصراف از خرید درون فروشگاهی شناسایی و سپس در قالب 15 مقوله مفهومسازی شد. سپس در مرحله دوم با استفاده از پرسشنامه محققساخته و بر اساس مدل مفهومی، دادهها از 364 نفر از مشتریان فروشگاههای زنجیرهای رفاه شیراز گردآوری و با استفاده از آزمون تی تک نمونهای، معناداری تأثیر عوامل بر رفتار انصراف از خرید مشتریان تعیین شد. در نهایت، اولویت هریک از عوامل به کمک انتروپی شانون تعیین و رتبهبندی صورت گرفت. یافتهها نشان میدهد عوامل کالا، انگیزه خرید مشتری، اطلاعات، ادراکات آنی در فروشگاه، چیدمان فروشگاه و برنامهریزی فروشگاه بیشترین اولویت و عواملی همچون ریسک درکشده، امکانات و تسهیلات، طراحی و معماری فروشگاه و شرایط محیطی کمترین اهمیت را در بروز رفتار انصراف از خرید مشتریان در فروشگاه دارند. | ||
| کلیدواژهها | ||
| فروشگاه فیزیکی؛ خرده فروش؛ خرید؛ انصراف از خرید؛ رفتار مصرفکننده | ||
| عنوان مقاله [English] | ||
| Factors affecting the in-store purchase abandonment of shoppers in chain Stores | ||
| نویسندگان [English] | ||
| Mohammad Hasan Amirnezhad1؛ Kazem Askarifar2؛ Maryam Nekooeizadeh2 | ||
| 1M.A. student of Marketing Management, Economics, Management & Social Sciences School, Shiraz University, Shiraz, Iran | ||
| 2Assistant Professor, Economics, Management & Social Sciences School, Shiraz University, Shiraz, Iran | ||
| چکیده [English] | ||
| Introduction: The increase of competition among retail chain stores is quite evident, and a growing number of customers have a large amount of information. At the same time, customers' attention to environmental factors along with their personality traits and experiences is more effective in deciding to buy and finalize the purchase. In the retail industry in such a competitive and information-saturated environment, marketers try to know the customer's attitude from the beginning of the customer's trip to the point of purchase and even after the purchase. By identifying the customer behavior, they study the factors influencing his or her attitudes. In this regard, marketers and retailers should be aware of any disruption in the customer journey, including the shopping cart abandonment in the store. Also, by identifying the causes of this behavior, they reduce the phenomenon of shopping cart abandonment as much as possible. Accordingly, identifying and reducing the areas of shopping cart release behavior is essential as an introduction to customer behavior management in the store. This study has been conducted with the aim of examining this issue. The areas and factors affecting the shopping cart release behavior of customers of chain stores have been identified and prioritized. Methodology: The research method is practical in terms of orientation. In terms of philosophy, it is a kind of research with interpretive philosophy. The research approach is deductive-inductive, and qualitative-quantitative in terms of time horizon and data analysis. Also, in terms of purpose, the present research is exploratory, and the research strategies are meta-combined. In this study, library information and a questionnaire were used for data collection. By a systematic literature review, the variables were extracted. The research was established in the two qualitative and quantitative stages. In the first stage, i.e., the qualitative method, 38 final articles were reviewed using the meta-combination method. In the second stage, the quantitative method, using the introductory research model, a questionnaire was given to 384 people to collect data. The participants were selected with the non-random sampling method. They were the customers of Refah chain store. Factor analysis and structural equation modeling served to validate the model using the SMART PLS software version 3. Results and Discussion: According to the research findings, the effective factors in this model include two categories (customer, store), 15 concepts or themes (instant perceptions, customer characteristics, buying behavior, influencers, perceived risk, customer buying motivation, information, facilities, store planning, sales promotion, layout store, environmental conditions, design and architecture of the store, staff, goods) and 68 indicators. In the second stage, the quantitative method, the concepts of the research, designing questions, and forming a questionnaire are used to collect data from customers of Shiraz chain stores, and the one-sample test is performed to confirm the concepts using the SPSS software. Then, Shannon entropy is used to prioritize the concepts. Conclusion: A one-sample test analyzed with the SPSS statistical software showed that the average score of all the concepts of cancellation behavior in the sample group is higher than 3. Also, their p is less than p < 0.05, which indicates the significance of the concepts that affect behavior. They insist on canceling the purchase. In the second part of the quantitative step, the importance and priority of each idea were determined and ranked using Shannon entropy. Based on the findings of Shannon entropy, the importance and priorities are goods in the first place, customer motivation to buy in the second place, and the next ranks are information, instant perceptions, store layout, store planning, sales promotion, influencers, employees, shopping behavior, customer conditions, environmental conditions, store design and architecture, facilities and risk. It can be said that paying attention to these concepts and indicators is very important in preventing the occurrence of customer withdrawal behavior inside the store. Managers and marketers in retail stores can reduce the cancellation rate among customers by planning and paying attention to these factors. Especially in chain stores with a significant number of customers, shopping cart abandonment occurs more than in small retail stores. Shopping cart abandonment in online purchasing has been among the topics of interest in previous studies. However, the abandonment of the shopping carts in brick and mortar stores has received less attention, where the cost of the customer's journey to the purchase place is significant for marketers. This study contributes to the field by addressing this issue. | ||
| کلیدواژهها [English] | ||
| Brick and mortar retailer, Purchasing, Shopping cancellation, Consumer behavior | ||
| مراجع | ||
|
Azodi, R., Kazemi, F. (2016). The effect of merchandising (marketing) on customer satisfaction and purchasing decision (Case study: Chain stores in Shiraz), marketing management, 11(30), 1-18. [in Persian] Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. Alexander, E.C. (2002). Consumer Reactions to Unethical Service Recovery. Journal of Business Ethics, 36(3), 223–237. Arnold, M. J., Reynolds, K. E., Ponder, N., & Lueg, J. E. (2005). Customer delight in a retail context: investigating delightful and terrible shopping experiences. Journal of Business Research, 58(8), 1132-1145. Aydinli, A., Lamey, L., Millet, K., ter Braak, A., & Vuegen, M. (2020). How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study. Journal of Retailing, https://doi.org/10.1016/j.jretai.2020.05.004 Bielen, F., & Demoulin, N. (2007). Waiting time influence on the satisfaction‐loyalty relationship in services. Managing Service Quality: An International Journal, 17(2), 174–193. Beneke, J., Flynn, R., Greig, T., & Mukaiwa, M. (2013). The influence of perceived product quality, relative price and risk on customer value and willingness to buy: a study of private label merchandise. Journal of Product & Brand Management, 22(3), 218-228. Beneke, J., Hayworth, C., Hobson, R., & Mia, Z. (2012). Examining the effect of retail service quality dimensions on customer satisfaction and loyalty: The case of the supermarket shopper. Acta Commercii, 12(1), 27-43. Blut, M., Teller, C., & Floh, A. (2018). Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis. Journal of Retailing, 94(2), 113-135. Braunsberger, K., & Buckler, B. (2011). What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycott. Journal of Business Research, 64(1), 96-102. Demoulin, N., & Willems, K. (2019). Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement. Journal of Business Research, 104(2), 295-306. Dhar, S. K., Hoch, S. J., & Kumar, N. (2001). Effective category management depends on the role of the category. Journal of Retailing, 77(2), 165-184. Esgandari, K., Jazani, N., Memarzadeh, G., Mousakhani, M., Mohtashami, A. (2019). Designing a Model of Human Resource Brand in Iran's Governmental Organizations by the Meta-Synthesis Method. Career and Organizational Counseling, 11(41), 159-194. [in Persian] Gupta, A., Su, B., & Walter, Z. (2004). Risk profile and consumer shopping behavior in electronic and traditional channels. Decision Support Systems, 38(3), 347–367. Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8. Ghosh, P., Tripathi, V., & Kumar, A. (2010). Customer expectations of store attributes: A study of organized retail outlets in India. Journal of Retail & Leisure Property, 9(1), 75-87. Grappi, S., Romani, S., & Bagozzi, R. P. (2013). Consumer response to corporate irresponsible behavior: Moral emotions and virtues. Journal of Business Research, 66(10), 1814-1821. Ghazimirsaeid, S., Abdolvand, M. (2018). The Role of Multisensory Environmental Stimuli in Enhancing Refah Chain Stores Customers in Store Experience. New Marketing Research Journal, 8(3), 141-162. [in Persian] Gholizadeh, V., Esfidani, M., Ahmadi, I. (2015). Customer response to amoral behavior of retailers (Case Study: Retailers in Tehran). Strategic Management Researches, 21(58), 9-27. [in Persian] Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404. Joshi, G. Y., Sheorey, P. A., & Gandhi, A. V. (2019). Analyzing the barriers to purchase intentions of energy efficient appliances from consumer perspective. Benchmarking: An International Journal, 26(5), 1565-1580. Juhl, H. J., Kristensen, K., & Ostergaard, P. (2002). The effects of perceived service quality, corporate images customer satisfaction and swching costs on customer loyalty in private banks: Astudy of asia commercial bank in HO CHI MINH city. Journal of Retailing and Consumer Services, 9(6), 327-334. Leonidou, L. C., Kvasova, O., Leonidou, C. N., & Chari, S. (2012). Business Unethicality as an Impediment to Consumer Trust: The Moderating Role of Demographic and Cultural Characteristics. Journal of Business Ethics, 112(3), 397–415. Lindenmeier, J., Schleer, C., & Pricl, D. (2012). Consumer outrage: Emotional reactions to unethical corporate behavior. Journal of Business Research, 65(9), 1364–1373. Lim, X. J., Cheah, J. H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539–1563. Meng, F., & Xu, Y. (2012). Tourism shopping behavior: planned, impulsive, or experiential? International Journal of Culture, Tourism and Hospitality Research, 6(3), 250-265. Mortimer, G. (2018). Examining the impact of trust and perceived risk on purchase intentions of unscheduled medicines in supermarkets. Journal of Pharmacy Practice and Research, 48(2), 124-131. Mesquita, J. M. C., & Lara, J. E. (2007). Attributes determining store loyalty: a study of the supermarket sector. Brazilian Business Review, 4(3), 218–234. Martinez-Ruiz, M. P., Jimenez-Zarco, A. I., & Izquierdo-Yusta, A. (2010). Customer satisfaction's key factors in Spanish grocery stores: Evidence from hypermarkets and supermarkets. Journal of Retailing and Consumer Services, 17(4), 278-285. Nadiri, H. (2011). Customers’ zone of tolerance for retail stores. Service Business, 5(2), 113-137. [in Persian] Nair, S. R., & Shams, S. M. R. (2020). Impact of store-attributes on food and grocery shopping behavior: insights from an emerging market context. EuroMed Journal of Business, ahead-of-print(ahead-of-print). https://doi.org/10.1108/EMJB-10-2019-0128. Nikbakht, M., Moshabaki, A., Khodadad Hosseini, H. (2015). Exploring the Effects of Buyer Impulsivity Factors And In-Store Environment Factors On Impulse Buying In Chain Stores. Journal of Business Management, 7(4), 985-1004. [in Persian] Pilawa, J., Witell, L., Valtakoski, A., & Kristensson, P. (2022). Service innovativeness in retailing: Increasing the relative attractiveness during the COVID-19 pandemic. Journal of Retailing and Consumer Services, 67, https://doi.org/10.1016/j.jretconser. 2022.102962 . Qomariah, N., Fahrurrozi, A., & Rozzaid, Y. (2020). Efforts to Increase Retail Customer Satisfaction. International Journal of Economics and Management Studies, 7(7), 25–31. Roggeveen, A. L., Grewal, D., & Schweiger, E. B. (2020). The DAST framework for retail atmospherics: The impact of in-and out-of-store retail journey touchpoints on the customer experience. Journal of Retailing, 96(1), 128-137. Pantano, E., & Dennis, C. (2019). Store buildings as tourist attractions: Mining retail meaning of store building pictures through a machine learning approach. Journal of Retailing and Consumer Services, 51(2), 304-310. Park, S., & Zhang, S. (2019). A pilot study of circulation layout based on perceived retail crowding. Journal of Retailing and Consumer Services, 49(2), 305-315. Siqueira Jr, J. R., Peña, N. G., Ter Horst, E., & Molina, G. (2020). A 2020 perspective on “Spreading the word: How customer experience in a traditional retail setting influences consumer traditional and electronic word-of-mouth intention”. Electronic Commerce Research and Applications, 40, https://doi.org/10.1016/j.elerap.2020.100930 Shahpouri, L., Yazdani, N., Ghazizadeh, M. (2017). Identifying the Relationship between Sociability Features of Sellers, Store Interior and Impulse Buying Behavior of Customers (Case Study: Shahrvand Chain Stores in Tehran). New Marketing Research Journal, 7(1), 75-92. [in Persian] Sanayei, A., Haddadian, A., Bagherieh, A. (2015). Investigating the Customer Loyalty Model in the Chain Stores of Iran. New Marketing Research Journal, 5(1), 149-168. [in Persian] Sharif, K. (2012). Impact of category management practices on customer satisfaction – Findings from Kuwaiti grocery retail sector. Journal of Targeting, Measurement and Analysis for Marketing, 20(1), 17-33. Streicher, M. C., Estes, Z., & Büttner, O. B. (2020). Exploratory Shopping: Attention Affects In-store Exploration and Unplanned Purchasing. Journal of Consumer Research, https://doi.org/10.1093/jcr/ucaa054 Suriadi, S., Aditya Pratama, V., & Devi Dwi, A. (2020). “Analysis of the Effect of Store Atmosphere and Store Image and Store Location on Customer Loyalty through Purchase Decision Customer Matahari Department Store in Samarinda City”. International Journal of Scientific and Technology Research, 9(3), 3508–3513. Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48-59. Theodoridis, P. K., & Chatzipanagiotou, K. C. (2009). Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, 43(5/6), 708-734. To, W. M., Tam, J. F. Y., & Cheung, M. F. Y. (2013). Explore how Chinese consumers evaluate retail service quality and satisfaction. Service Business, 7(1), 121-142. Ulaga, W., & Kohli, A. K. (2018). The role of a solutions salesperson: Reducing uncertainty and fostering adaptiveness. Industrial Marketing Management, 69, 161-168. Vaja, M. B. R. (2015). Retail management. International Journal of Research and Analytics Reviews, 2(1), 22-28. Yokoyama, N., Azuma, N., & Kim, W. (2022). Moderating effect of customer's retail format perception on customer satisfaction formation: An empirical study of mini-supermarkets in an urban retail market setting. Journal of Retailing and Consumer Services, 66, https://doi.org/10.1016/j.jretconser. 2022. 102935 . Zhao, H., Wang, X., & Jiang, L. (2021). To purchase or to remove? Online shopping cart warning pop-up messages can polarize liking and purchase intention. Journal of Business Research, 132(5), 813-836. Zarei, A., Kazemi, A. (2016). The effect of advertising, positive advice, image, store, and perceptual risk on the tendency to buy from the brand of the store, Journal of Business Management Perspective, 15(26), 173-189. [in Persian] | ||
|
آمار تعداد مشاهده مقاله: 689 تعداد دریافت فایل اصل مقاله: 335 |
||