طراحی الگوی عوامل مؤثر بر بدبینی مصرف کننده در صنعت خودرو سازی با رویکرد فراترکیب (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
اکنون که در اقتصاد جهانی مشتریان بقای شرکت را رقم می زنند، شرکت ها دیگر نمی توانند نسبت به انتظارات و خواسته های مشتریان بی تفاوت باشند. با وجود این بدبینی، مصرف کننده یک پدیده درحال رشد است که پیامدهای منفی برای شرکت ها و مصرف کنندگان دارد. به خصوص در صنعت خودروسازی عوامل زیادی می تواند منجر به بدبینی مصرف کننده شود؛ از این رو در پژوهش حاضر کوشش شده است تا به این سؤال پاسخ داده شود که چه عواملی بر بدبینی مصرف کننده در صنعت خودروسازی مؤثر است؟ برای این منظور، از روش فراترکیب بهره گرفته شده است. در پژوهش حاضر تعداد 540 متن علمی معتبر به زبان انگلیسی در بازه سال های 2000-2022 میلادی شناسایی و تعداد 60 عنوان پژوهشی با بهره گیری از روش مهارت های ارزیابی حیاتی (CAPS) استخراج شد. برای تحلیل پیشینه پژوهش از روش مرور سیستماتیک (فراترکیب) استفاده شد. پس از مطالعه و استخراج متن، کدهای کلیدی با نرم افزار مکس کیودی ای، استخراج و خوشه بندی و در قالب مفهوم و مؤلفه ها تنظیم شد. یافته های پژوهش نشان داد که مؤلفه های اصلی مؤثر بر بدبینی مصرف کننده در صنعت خودروسازی شامل 18 عامل اصلی و 117 مقوله محوری است. عوامل اصلی مؤثر بر بدبینی مصرف کنندگان عبارت است از: عوامل جمعیت شناختی، عوامل شخصیتی، عوامل فرهنگی، دل مشغولی های اجتماعی، تجربه تلخ از شرکت، خطر های مؤثر بر بدبینی مصرف کننده، بی عدالتی درک شده، بار منفی احساسات فرد، اختلالات روحی و روانی، رفتارهای فریبکارانه شرکت، رفتارهای غیراخلاقی شرکت، عملکرد نادرست شرکت، عوامل تبلیغاتی، نگرش بدبینانه اجتماعی، نگاه منفی به شرکت، توجه به محیط زیست، ویژگی های رفتاری مشتری، قدرت چانه زنی مشتری.Designing a Model of Factors Affecting Consumer Cynicism in the Automotive Industry Using a Meta- synthesis Approach
Today, in the global economy, customers determine the survival of the company. Companies can no longer be indifferent to the expectations and demands of customers. However, consumer pessimism is a growing phenomenon that has negative consequences for both companies and consumers. Therefore, the current research seeks to find the answer to this research question: What are the factors affecting consumer pessimism? For this purpose, the meta-synthesis method was used. In this research, 540 authentic scientific texts in English were identified and extracted between 2000-2022, and 60 research titles were used using the Critical Appraisal Skills (CAPS) method. To analyze the research literature, a systematic review (meta-synthesis) method was used. After studying and extracting the text, the key codes were extracted and clustered with Max QDI software and arranged in the form of concepts and components. The findings of the research showed that the main components affecting consumer pessimism include 18 main factors and 117 core categories. The main factors affecting consumer cynicism are demographic factors, personality factors, cultural factors, social concerns, bitter experiences with the company, risks affecting consumer cynicism, perceived injustice, the negative burden of individual emotions, mental and psychological disorders, deceptive company behaviors, unethical behaviors of the company, the incorrect performance of the company, advertising factors, pessimistic social attitude, negative view of the company, attention to the environment, customer's behavioral characteristics, and customers’ bargaining power. IntroductionNowadays, the importance of consumer behavior in various economic, social, and cultural industries is undeniable (Jafari Haftkhani & Mohseni, 2020). Understanding consumer behavior deeply seems unlikely without knowing the factors that affect their behavior (Ghafourian Shagerdi et al., 2020). Therefore, identifying the factors that influence the intensity of consumer behavior is essential (Karimi et al., 2022). Consumer skepticism reflects the belief that companies have little honesty in dealing with their customers (Muncy & Iyer, 2020). In marketing, research on skepticism focuses on related structures such as doubt in marketing causality and distrust in advertising communications (Webb & Mohr, 1998; Boush et al., 1994). Skepticism is, in fact, a powerful tool for skeptical individuals that helps consumers reveal hidden aspects and facts of marketing (Arli et al., 2017) and see manipulations and abuses behind persuasive efforts. Thus, customers can behave in a way that challenges marketing theories such as satisfaction and loyalty (Acikgoz & Vega, 2022). Materials and MethodsThis research is qualitative in nature and applied in terms of its objectives, and falls under the category of document-library studies based on the method of data collection. The aim of this study is to identify the factors affecting consumer cynicism, using a meta-synthesis approach to examine articles in the field of consumer behavior and attitudes and factors contributing to consumer cynicism, and extracting effective factors from relevant articles. The statistical population of the research consists of credible and relevant articles on the subject from 2000 to 2022. In this study, a seven-step meta-synthesis method by Sandelowski and Barroso (2006), which is one of the most important and valid meta-synthesis methods, was used for analysis. Research FindingsThe research findings showed that the main components affecting consumer pessimism in the automotive industry include 18 main factors and 117 core issues. The main factors affecting consumer pessimism are demographic factors, personality factors, cultural factors, social distractions, bitter experiences with the company, hazards affecting consumer pessimism, perceived injustice, negative emotional burden, mental and psychological disorders, fraudulent company behaviors, unethical company behaviors, incorrect company performance, advertising factors, social pessimism, negative attitude towards the company, attention to the environment, customer behavioral characteristics, and customers’ bargaining power. Discussion of Results and ConclusionsBy systematically reviewing research on consumer cynicism, it is evident that demographic factors play an important role in shaping individual behavior (Göktaş, 2019; Liu et al., 2022). On the other hand, personality factors refer to those derived from an individual's personality (Liu et al., 2022). Other important factors in consumer cynicism include cultural factors (Abraham, 2000; Liu et al., 2022), social concerns (Vahedi Moakhar et al., 2018; Liu et al., 2022), bitter experiences with a company (Li et al., 2019; Sadiq et al., 2021), perceived risks of consumer cynicism (Roux, 2007; Bashir, 2011; Liu et al., 2022), perceived injustice (Çetinkaya et al., 2018; Swalwell, 2018), negative emotions (Abraham, 2000; Baumeister, 2002; Liu et al., 2022), mental disorders (Holt, 2002; Helm, 2004; Çetinkaya et al., 2018; Liu et al., 2022), deceptive corporate behavior (Wanous et al., 2004; Gillani et al., 2011; Göktaş, 2019), unethical corporate behavior (Holt, 2002; Chylinski & Chu, 2010; Vahedi Moakhar et al., 2018), incorrect company performance (Brown & Cregan, 2008; Lee et al., 2009; Li et al., 2019), advertising factors (Chylinski & Chu, 2010; Swalwell, 2018), social pessimism (Güven, 2016; Vahedi Moakhar et al., 2018; Sadiq et al., 2021), negative attitude towards the company (Güven, 2016; Swalwell, 2018), attention to the environment (Vahedi Moakhar et al., 2018; Sadiq et al., 2021), customer behavioral characteristics (Vahedi Moakhar et al., 2018; Liu et al., 2022), and customers’ bargaining power (Vahedi Moakhar et al., 2018). In general, the practical applications of this research can be discussed in three main axes. Firstly, automobile companies can provide the necessary conditions for reducing consumer cynicism based on the extracted factors. Secondly, consumers and customers can make appropriate decisions when purchasing and consuming based on the identified factors related to cynicism. Thirdly, attention to the extracted factors in this research leads to increased customer participation and interaction, not only leading to the development and improvement of company activities but also increasing competitiveness.
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