تأثیر الگوی ارزش‌های خرید بر قصد خرید مجدد مشتریان

نوع مقاله: علمی - پژوهشی

نویسندگان

1 دانش آموخته دکتری، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.

2 استادیار، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.

3 دانشیار، دانشگاه تهران، ایران.

چکیده

 بررسی الگو و عواملی که بر روی رضایت و وفاداری مصرف‌کنندگان تأثیرگذار هستند، باعث دستیابی به شناخت و درک عمیقی از رفتار مصرف‌کنندگان می‌گردد که بازاریابان را قادر می‌سازد محصولات و خدمات را مطابق با نیازها و خواسته‌های مصرف‌کنندگان به بازار ارائه نمایند. هدف از پژوهش حاضر بررسی تأثیر ارزش‌های خرید مطلوبیت‌گرایانه و لذت‌گرایانه بر رضایت، وفاداری، ترجیح نام تجاری و قصد خرید مجدد مشتریان در مراکز خرید هست. جامعه آماری این پژوهش را مشتریان مرکز خرید هایپر استار در شیراز تشکیل می‌دهند. روش نمونه‌گیری تصادفی ساده و حجم نمونه ۴۴۷ نفر است. ابزار گردآوری داده‌ها پرسشنامه هست. سؤالات پرسشنامه از نوع سؤالات بسته و بر اساس مقیاس ۵ تایی لیکرت و دارای ۲۸ سؤال است. برای سنجش روایی از میانگین واریانس استخراج شده و برای تعیین پایایی از پایایی ترکیبی و برای بررسی‌وتحلیل داده‌ها از مدل‌سازی معادلات ساختاری و نرم‌افزار اسمارت پی ال اس استفاده شده است. نتایج پژوهش نشان می‌دهد که در مرکز خرید هایپر استار دو متغیر ارزش خرید مطلوبیت‌گرایانه و ارزش خرید لذت‌گرایانه اثر مستقیم بر رضایت و وفاداری مشتریان دارند. همچنین اثرگذاری متغیر وفاداری مشتریان بر متغیرهای توصیه به دیگران، ترجیح نام تجاری و هزینه تغییر عرضه‌کنندگان ‌که همگی از پیامدهای وفاداری به شمار می‌روند، تائید شده است. علاوه بر این، تأثیر ترجیح نام تجاری بر قصد خرید مجدد مشتریان تائید شد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Shopping Values Pattern on Customers’s Intention to Repurchase

نویسندگان [English]

  • Masoud Birjandi 1
  • Abdolkhalegh Gholami 2
  • Mohammad Haghighi 3
1 PhD Student, Yasooj Branch, Islamic Azad University, Yasooj, Iran.
2 Assistant Professor, Yasooj Branch, Islamic Azad University, Yasooj, Iran.
3 Associate professor, Tehran University, Iran.
چکیده [English]

Investigating the factors affecting consumer satisfaction and loyalty leads to a deep understanding of consumer behavior that enables marketers to deliver products and services in line with the needs and demands of consumers on the market. The purpose of this study was to investigate the effect of utilitarian and hedonic shoppingvalues on satisfaction, loyalty, brand preference and Intention to repurchase Customers in malls. The statistical population of this study is customers of the hyperstar shopping center in Shiraz. sampling method is Simple random and sample size is ۴۴۷ people. The data gathering tool was a questionnaire. Questionnaire is a closed-ended questionnaire based on the Likert scale of ۵ and has ۲۸ questions. The validity of the mean of variance was extracted and for determining the reliability of the combined reliability, and for statistical analysis of the structural equation modeling and software Smart PLS has been used. The results of the research show that in the hyperstar shopping center, two variables of utilitarian and hedonic shoppingvalues have a direct effect on customer satisfaction and loyalty. Also, the effect of the customer loyalty on recommendation to others, brand preferences, and the cost of changing suppliers as confirmed by loyalty implications. In addition, the impact of brand preference on Intention to repurchase Customerswas confirmed.
 

کلیدواژه‌ها [English]

  • Utilitarian shopping values
  • Hedonic shopping values
  • Loyalty
  • Satisfaction
  • brand preference
  • Intention to repurchase
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