Abstract:
شناخت رفتار مصرفکنندگان، نیازمند انجام بررسیها و مطالعاتی دراینزمینه است تا مشخص شود مصرفکنندگان در فرایند خرید محصول چه رفتاری ناشی از احساس سرخوردگی و ناهنجاری اجتماعی از خود بروز میدهند. پژوهش حاضر با هدف بررسی تأثیر احساس ناهنجاری اجتماعی بر احساس شکست باتوجهبه نقش سرخوردگی مصرفکننده دربرابر فعالیتهای بازاریابی است. پژوهش حاضر از نوع کاربردی و توصیفی بود و از پرسشنامه برای گردآوری دادهها با حجم نمونۀ آماری 200 نفر با بهرهگیری از شیوۀ نمونهگیری مرحلهای در بین مصرفکنندگان اصفهان انجام گرفت. تحلیلهای آماری پژوهش حاضر با نرمافزارSPSS و AMOS انجام شده است. نتایج آزمونهای آماری مبیّن تأثیر معنادار بین احساس ناهنجاری اجتماعی بهعنوان متغیر مستقل و احساس شکست بهعنوان متغیر وابسته و سرخوردگی مصرفکنندگان دربرابر فعالیتهای بازاریابی بهعنوان متغیر میانجی است. همچنین، سرخوردگی مصرفکنندگان دربرابر فعالیتهای بازاریابی بین احساس ناهنجاری اجتماعی و ابعاد احساس شکست میانجیگری جزئی میکند. سرخوردگی مصرفکنندگان میتواند ناشی از تصویر ذهنی نادرست برگرفته از جامعه یا فعالیتهای بازاریابی نامناسب باشد که بهمرورِ زمان میتواند ویژگیهای فردی را نیز تحتتأثیر قرار دهد. نتایج نشان میدهد احساس ناهنجاری اجتماعی در سطح جامعه تأثیر معناداری بر سرخوردگی مصرفکنندگان دارد و همچنین، سرخوردگی مصرفکنندگان نیز بر رفتار پس از خریدشان و احساس شکست از انتخاب محصولی که باتوجهبه فعالیتهای بازاریابی داشتهاند، تأثیر معناداری دارد.
https://nmrj.ui.ac.ir/?lang=en New Marketing Reserch Journal E-ISSN: 2228- 7744 Vol. 12, Issue 2, No.45, Summer 2022 Document Type: Research Paper Received: 12/01/2022 Accepted: 24/05/2022 Investigating the Effects of Anomie Feeling on Defeat Feeling Considering the Role of Consumer Disillusionment with Marketing Activities Amir Reza Konjkav Monfared* Associate Professor, Department of Management Sciences, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran monfared@yazd.ac.ir Ali Jamadi MA Student of Behavior and Human Resources, Department of Management Sciences, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran alijamadi73@gmail.com Zohre Sadat Doaei MBA, Department of Management Sciences, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran doaei.bazargani@gmail.com Extended Abstract 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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Machine summary:
چنانچه هنجارها قدرت تنظیمکنندگی خود را بر رفتار افراد جامع Nagasawa Li & Yang Disillusioned consumers Thakor and Goneau-Lessard Kanter and Mirvis Block Defeat Gilbert & Allen دهد و افراد نسبت به هنجارهاي موجود بیتفاوت شوند، جامعه دچار وضعیت ناهنجاری اجتماعی میشود (رفیعپور، 1378).
باتوجهبه مطالب گفتهشده، این پژوهش برآن است تا به بررسی تأثیر احساس ناهنجاری اجتماعی و سرخوردگی مصرفکنندگان اصفهانی از فعالیتهای بازاریابی بر احساس شکست بپردازد.
ضعف هنجارها یا ناهنجاری اجتماعی پیامدهای منفی مثل رفتارهای غیراخلاقی و ضداجتماعی د 4 i"/>i"/> و همکاران، 20 > 2-2- سرخوردگی مصرفکننده از فعالیتهای بازاری > تجربه، از تعامل بين يك مشتري با يك محصول يا يك شركت ناشي ميشود كه مستلزم درگي Simon pervan and brett martin Morrison & Solicitor Siegel Choi مشتري در سطوح مختلف عقلايي، هيجاني، مادي و معنوی است (لاسال و بیتون 1 ، 2003).
همچنین، هرچند پیشینۀ موجود به این نکته اشاره کرده است که احساس ناهنجاری اجتماعی باعث بروز واکنشهای منفی میشود، تأثیر آن باتوجهبه نقش سرخوردگی مصرفکننده از فعالیتهای بازاریابی بر احساس شکست بررسی نشده است.
براساس این مطالب و باتوجهبه بررسی و مطالعۀ پیشینۀ پژوهش، مدل مفهومی زیر ارائه شده Quijada & Villagrán / شکل1: مدل پژوهشگرساختۀ پژوهش ۴- فرضیهها فرضیۀ 1: احساس ناهنجاری اجتماعی بر سرخوردگی از فعالیتهای بازاریابی تأثیر معنیداری دارد.
در بررسی فرضیۀ اول پژوهش ضریب رگرسیونی برابر 830/0 به دست آمده است و باتوجهبه مقدار بحرانی (586/8) در سطح 99درصد، اثر احساس ناهنجاری اجتماعی بر سرخوردگی از فعالیتهای بازاریابی معنادار بوده است و این فرضیه پذیرفته میشود.