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متن کاوى رفتار خرید مشتریان فروشگاه هاى اینترنتى: با تأکید بر ارزش هاى لذت جویانه و فایده گرایانه | ||
| مطالعات رفتار مصرفکننده | ||
| مقاله 12، دوره 12، شماره 4، اردیبهشت 1405، صفحه 278-293 اصل مقاله (555.23 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/cbsj.2025.140613.2660 | ||
| نویسندگان | ||
| عظیم زارعی* 1؛ مسعود باقرزاده فرد2 | ||
| 1استاد و عضو هیات علمی دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان | ||
| 2دانشجوی دکتری مدیریت بازاریابی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران | ||
| چکیده | ||
| ارزش فایدهگرایانه دستیابی به نتایج از پیشتعیین شده معمولی رویکرد شناختی رفتار مصرفکننده را برجسته میکند، اما ارزش لذت-جویانه به رفتار عاطفی مصرفکننده در برخورد با جنبههای عاطفی و چندحسی تجربه خرید مربوط میشود. در این راستا، هدف از پژوهش حاضر، متن کاوى رفتار خرید مشتریان فروشگاههاى اینترنتى با تأکید بر ارزشهاى لذتجویانه و فایدهگرایانه است. تحقیق حاضر از لحاظ هدف کاربردی است و جامعه پژوهش، شامل نظرات مشتریان در وبسایت دیجی کالا در خصوص گوشی های هوشمند می باشد که بصورت نمونه برند سامسونگ در مدل های GalaxyA12،GalaxyA52 و Galaxy A32 انتخاب شدند و جهت تجزیه و تحلیل دادههای کیفی و نظریهپردازی از نرمافزار Maxqda بهره گرفته شد. نتایج پژوهش نشان داد که ارزش های لذت جویانه محصول اول، به ترتیب شامل خوشایند بودن کاربرد محصول، نارضایتی از ابزارهای جنبی، خوشحالکننده بودن و زیبایی محصول می باشد و ارزشهای فایدهگرایانه آن به ترتیب شامل مناسب بودن قیمت، کارایی و سطح کیفیت محصول، همچنین نارسایی در گستردگی کاربرد محصول است. همچنین در محصول دوم ارزش های فایده گرایانه عبارتند از کیفیت مناسب محصول، دریافت به موقع، مقرون به صرفه بودن و عملکرد عالی محصول و ارزشهاى لذتجویانه آن به ترتیب شامل طراحی زیبای محصول، خوشایند بودن استفاده از محصول و سهولت استفاده از آن می باشد. در محصول سوم نیز ارزش های فایده گرایانه شامل عملکرد خوب محصول، ابزارهای مناسب جنبی گوشی و قیمت مناسب بوده و ارزش های لذت جویانه به ترتیب به مواردی از جمله ظاهر زیبای محصول، کاربرپسند بودن و اندازه و وزن محصول اختصاص یافتند. | ||
| کلیدواژهها | ||
| رفتار مصرف کننده؛ متن کاوی؛ خرید آنلاین؛ ارزش لذت جویانه؛ ارزش فایده گرایانه | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 82 تعداد دریافت فایل اصل مقاله: 21 |
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