بررسی تأثیر احساس ناهنجاری اجتماعی بر احساس شکست باتوجه به نقش سرخوردگی مصرف کننده دربرابر فعالیت های بازاریابی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
شناخت رفتار مصرف کنندگان، نیازمند انجام بررسی ها و مطالعاتی دراین زمینه است تا مشخص شود مصرف کنندگان در فرایند خرید محصول چه رفتاری ناشی از احساس سرخوردگی و ناهنجاری اجتماعی از خود بروز می دهند. پژوهش حاضر با هدف بررسی تأثیر احساس ناهنجاری اجتماعی بر احساس شکست باتوجه به نقش سرخوردگی مصرف کننده دربرابر فعالیت های بازاریابی است. پژوهش حاضر از نوع کاربردی و توصیفی بود و از پرسشنامه برای گردآوری داده ها با حجم نمونۀ آماری 200 نفر با بهره گیری از شیوۀ نمونه گیری مرحله ای در بین مصرف کنندگان اصفهان انجام گرفت. تحلیل های آماری پژوهش حاضر با نرم افزارSPSS و AMOS انجام شده است. نتایج آزمون های آماری مبیّن تأثیر معنادار بین احساس ناهنجاری اجتماعی به عنوان متغیر مستقل و احساس شکست به عنوان متغیر وابسته و سرخوردگی مصرف کنندگان دربرابر فعالیت های بازاریابی به عنوان متغیر میانجی است. همچنین، سرخوردگی مصرف کنندگان دربرابر فعالیت های بازاریابی بین احساس ناهنجاری اجتماعی و ابعاد احساس شکست میانجی گری جزئی می کند. سرخوردگی مصرف کنندگان می تواند ناشی از تصویر ذهنی نادرست برگرفته از جامعه یا فعالیت های بازاریابی نامناسب باشد که به مرورِ زمان می تواند ویژگی های فردی را نیز تحت تأثیر قرار دهد. نتایج نشان می دهد احساس ناهنجاری اجتماعی در سطح جامعه تأثیر معناداری بر سرخوردگی مصرف کنندگان دارد و همچنین، سرخوردگی مصرف کنندگان نیز بر رفتار پس از خریدشان و احساس شکست از انتخاب محصولی که باتوجه به فعالیت های بازاریابی داشته اند، تأثیر معناداری دارد.Investigating the Effects of Anomie Feeling on Defeat Feeling Considering the Role of Consumer Disillusionment with Marketing Activities
Introduction In today's competitive world, studying consumer behavior is inevitable for any organization, large or small, and neglecting this can lead to the defeat of any organization. The behavior of members of any society according to culture, religion, and values follows a set of beliefs and patterns. Understanding consumer behavior requires research and studies in this area to determine what negative attitudes and behaviors are caused by disillusionment to buy the product. Thus, the aim of this study was to investigate the effect of anomie feelings on feelings of defeat with respect to the role of consumer disillusionment with marketing activities. Methodology The present cross-sectional study was of a survey-correlational type. In terms of the research method, this research is descriptive and applied. The statistical population of this study includes 200 Isfahani consumers. A questionnaire was used to collect the data. In this research, multistage sampling was used and samples from each stratum were selected using the simple random sampling method. Structural equation modeling and SPSS and AMOS software were used to analyze the data. Results and Discussion The results of descriptive statistics show that out of 200 respondents to the questionnaire, 55.3% were male and 44.7% were female. The results of the marital status of Isfahani consumers show that 53% were single and 47% were married. The age range of the participant was as follows: 12.5% under 20 years old, 35.5% between 21 and 30 years old, 22.5% between 31 and 40 years old, 17% between 41 and 50 years old, and 12.5% over 51 years old. Also, the education status of the respondents shows that 24% are secondary and lower, 24.5% have a bachelor’s degree, 35% have a master's degree, and 16.5% have a doctorate or higher. Also, the employment status of Isfahani consumers indicates that 12% are housewives, 30.5% are students, 10% are retired, 7.5% are unemployed, 21.5% are self-employed and 18.5% are employees. Based on the research findings, the hypothesis of the effect of social anomie on disillusionment with marketing activities with a critical value of 8.586 and a regression coefficient of 0.830 has been confirmed. The hypothesis of the effect of disillusionment on marketing activities on the feeling of recession with a critical value of 5.002 and regression coefficient of 0.682 has also been confirmed. The hypothesis of disillusionment with marketing activities on the feeling of loss with a critical value of 4.385 and regression coefficient of 0.596 has been confirmed. The hypothesis of disillusionment with marketing activities on the feeling of satisfaction with a critical value of 4.670 and a regression coefficient of 0.611 has also been confirmed. The hypothesis of the effect of the feeling of social anomie on the feeling of loss has been confirmed with a critical value of 8.872 and a regression coefficient of 1.693. In addition, the hypothesis of the effect of the feeling of social anomie on the feeling of satisfaction with a critical value of 8.270 and regression coefficient of 1.378 has been confirmed. The hypothesis of the feeling of social anomie on the feeling of stagnation with a critical value of 8.984 and regression coefficient of 1.698 has been confirmed. Also, the three hypotheses regarding the indirect effects of the feeling of satisfaction, feeling of stagnation, and feeling of loss were confirmed due to the fact that p values were less than 0.05. Conclusion The results show that the feeling of social anomie, both directly and indirectly, has a significant effect on the dimensions of defeat with the mediating role of frustrated behavior towards marketing activities. Consumer disillusionment can be caused by a misconception about the society, or by inappropriate marketing activities, which over time, can affect individual characteristics as well.
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