تعداد نشریات | 28 |
تعداد شمارهها | 282 |
تعداد مقالات | 2,769 |
تعداد مشاهده مقاله | 3,215,481 |
تعداد دریافت فایل اصل مقاله | 4,098,479 |
توسعه مدل رفتار مصرفکننده در بیمههای زندگی "تحقیقی مبتنی بر نظریه داده بنیاد" | ||
مطالعات رفتار مصرفکننده | ||
مقاله 13، دوره 7، شماره 1، خرداد 1399، صفحه 217-244 اصل مقاله (910.96 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.34785/J018.2020.851 | ||
نویسندگان | ||
حسینعلی بختیار نصرآبادی* 1؛ طهمورث حسنقلی پور یاسوری2؛ سید ابوالقاسم میرا3؛ ابوعلی ودادهیر4 | ||
1دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
2استاد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
3استادیارمدیریت بازرگانی،گرایش بازاریابی بین الملل، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
4دانشیار انسان شناسی، گروه انسان شناسی، دانشکده علوم اجتماعی، دانشگاه تهران، تهران، ایران | ||
چکیده | ||
درک رفتار خرید بیمه گذاران، نقشی مهمی در توسعه بیمه های زندگی ایفا می کند. بنابراین در تحقیق پیش رو، با استفاده از رویکرد کیفی و راهبرد نظریه داده بنیاد کوربین و اشتراوس ویرایش چهارم، در پی ارائه مدلی برای تبیین رفتار خرید بیمه های زندگی در ایران در زمینه ای ازشرایط کلان اقتصادی، اجتماعی، فرهنگی ...، و شرایط خرد و فردی هستیم. به منظور دخیل کردن دیدگاههای متنوع، مشارکت کنندگان با استفاده از فرآیند نمونه گیری نظری از بین بیمه گذاران بالقوه و بالفعل، نمایندگان فروش، بازاریابان و کارشناسان بیمه های زندگی انتخاب گردیدند. مصاحبه های عمیق نیمه ساختار یافته به عنوان ابزار جمع آوری داده ها با 27 نمونه تا رسیدن به اشباع نظری ادامه یافت. داده ها در فرآیندی نظام مند از کد گذاری باز، کدگذاری محوری و کد گذاری انتخابی(در نرم افزار Maxqda 12) به توسعه مدل رفتار خرید بیمه های زندگی انجامید. در این مدل، ارتباطات و تعاملات به عنوان مقوله محوری، در بطن رفتار خرید بیمه های زندگی، اعم از شکل گیری اعتماد، نگرش، مقاصد رفتاری و اقدام، نقش بنیادینی ایفا می نماید، تا حدی که رفتار خرید بیمه های زندگی را فرآیندی ارتباط محور و مبتنی بر تعاملات چند سویه می داند. | ||
کلیدواژهها | ||
"بیمه های زندگی"؛ "رفتار خرید"؛ "ارتباطات و تعاملات"؛ "نظریه داده بنیاد" | ||
مراجع | ||
بختیارنصرآبادی، حسینعلی؛ حسنقلیپوریاسوری، طهمورث؛ ودادهیر، ابوعلی و میرا، سید ابولقاسم (1399). تبیین دیالکتیک تردید و اعتماد در رفتار خرید بیمه زندگی: مطالعهای مبتنی بر نظریه دادهبنیاد، فصلنامه پژوهشنامه بیمه، در دست داوری. ترابی، فاطمه؛ رحیمینیک، اعظم؛ اسماعیلپور، حسن و ودادی، احمد (1398). تبیین مدل رفتار خرید مصرفکننده در انتخاب محصولات لذتبخش با رویکرد آمیخته (مورد مطالعه: فروشگاههای زنجیرهای همواره تخفیف). مطالعات رفتار مصرفکننده. 6(1)،81-104. عباسزاده، حسن؛ عالمتبریز، اکبر، ایراندوست، منصور و صلواتی، عادل (1398). برندسازی جهت خلق ارزش مصرفکننده در نظام بانکی کشور. مطالعات رفتار مصرفکننده، 6 (1)، 193-211. Abbaszadeh, H., Alamtabriz, A., Irandoost, M., & Salavati, A. (2019). Branding to create consumer value in the Iranian banking system. Journal of Consumer Behavior Studies, 6(1), 193–211. Babin, B. J., Griffin, M., Borges, A., & Boles, J. S. (2013). Negative emotions, value and relationships: Differences between women and men. Journal of Retailing and Consumer Services, 20(5), 471–478. https://doi.org/10.1016/j.jretconser.2013.04.007 Bakhtiar Nasrabadi, H., Hasangholipoor, T., Vedadhir, A. A., & Mira, S. A. (2019). Explanation of dialectic of skepticism and trust in the buying behavior of life insurance consumers «A Grounded Theory Study». Iranian Journal of Insurance Research. Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215. https://doi.org/10.1037/0033-295X.84.2.191 Bejou, D., Ennew, C. T., & Palmer, A. (2015). Trust, Ethics and Relationship Satisfaction (pp. 226–227). Springer, Cham. https://doi.org/10.1007/978-3-319-13147-4_57 Bennett, R., & Barkensjo, A. (2005). Relationship quality, relationship marketing, and client perceptions of the levels of service quality of charitable organisations. International Journal of Service Industry Management (16). https://doi.org/10.1108/ 09564230510587168 Black, K., Skipper, H. D., & Black, K. (2015). Life insurance (Fifteenth). Atlanta, GA: Lucretian, LLC; Subsequent edition. Blech, G., & Blech, M. (2008). Advertising and Promotion: An IMC Perspective. In Advertising and promotion : an integrated marketing communications perspective (8th ed, p. 838). Boston: McGraw-Hill. Retrieved from https://www.worldcat.org/title/ advertising-and-promotion-an-integrated-marketing-communications-perspective/ oclc/226304772 Bozic, B. (2017). Consumer trust repair: A critical literature review. European Management Journal. https://doi.org/10.1016/j.emj.2017.02.007 Brady, M. K., Bourdeau, B. L., & Heskel, J. (2005). The importance of brand cues in intangible service industries. Journal of Services Marketing, 19(6), 401–410. Brighetti, G., Lucarelli, C., & Marinelli, N. (2014). Do emotions affect insurance? Review of Behavioral Finance, 6(2), 136–154. Retrieved from https://doi.org/10.1108/RBF-04-2014-0027 Buttle, F. . (2009). Customer Relationship Management (2nd ed). Oxford: Butterworth-Heinemann. Camerer, C. ., Loewestein, G., & Prelec, D. (2004). Neuroeconomics: why economics needs brains. Neuroeconomics: Why Economics Needs Brains, 106(3), 555–579. Charmaz, K. (2006). Constructing Grounded Theory. A Practical Guide Through Qualitative Analysis. Statewide Agricultural Land Use Baseline 2015 (Vol. 1). https://doi.org/10.1017/CBO9781107415324.004 Chikweche, T., & Fletcher, R. (2013). Customer relationship management at the base of the pyramid: Myth or reality? Journal of Consumer Marketing, 30(3), 295–309. https://doi.org/10.1108/07363761311328964 Chou, S., & Chen, C.-W. (2018). The influences of relational benefits on repurchase intention in service contexts: the roles of gratitude, trust and commitment. Journal of Business & Industrial Marketing, 33(5), 680–692. https://doi.org/10.1108/JBIM-08-2017-0187 Corbin, J. M., & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology, 13(1), 3–21. https://doi.org/10.1007/BF00988593 Corbin, J. M., & Strauss, A. (2008). Basics of qualitative research. [electronic resource] : techniques and procedures for developing grounded theory. SAGE Publications. Retrieved from http://srmo.sagepub.com.ezproxy.is.ed.ac.uk/view/basics-of-qualitative-research/SAGE.xml Corbin, J., & Strauss, A. (2015). Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory (Forth Edit). Thousand Oaks: CA: SAGE. Delis, M. D., & Mylonidis, N. (2015). Trust, happiness, and households’ financial decisions. Journal of Financial Stability, 20, 82–92. https://doi.org/10.1016/j.jfs.2015.08.002 Dellande, S., Gilly, M. C., & Graham, J. L. (2004). Gaining compliance and losing weight: the role of the service provider in health care service. Journal of Marketing, 68(3), 78–91. Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management: An integrated conceptual framework. Journal of Hospitality Marketing & Management, 28(2), 172–188. https://doi.org/10.1080/19368623.2018.1516588 Dimitriadis, S., & Stevens, E. (2008). Integrated customer relationship management for service activities: An internal/external gap model. Managing Service Quality, 18(5), 496–511. https://doi.org/10.1108/09604520810898857 Dirks, K. T., Lewicki, R. J., & Zaheer, A. (2009). Reparing Relationships Within and Between Organizations: Building A Conceptual Foundation. Academy of Management Review, 34(1), 68–84. https://doi.org/10.5465/amr.2009.35713285 Ferrari, J. R., & Dovidio, J. F. (2000). Examining Behavioral Processes in Indecision: Decisional Procrastination and Decision-Making Style. Journal of Research in Personality, 34(1), 127–137. https://doi.org/10.1006/JRPE.1999.2247 Forbes, W., Hudson, R., Skerratt, L., & Soufian, M. (2015). Which heuristics can aid financial-decision-making? International Review of Financial Analysis, 42, 199–210. https://doi.org/10.1016/j.irfa.2015.07.002 Foster, B. D., & Cadogan, J. W. (2000). Relationship selling and customer loyalty: an empirical investigation. Marketing Intelligence & Planning, 18(4), 185–199. https://doi.org/10.1108/02634500010333316 Gaganis, C., Hasan, I., Papadimitri, P., & Tasiou, M. (2019). National culture and risk-taking: Evidence from the insurance industry. Journal of Business Research, 97, 104–116. https://doi.org/10.1016/J.JBUSRES.2018.12.037 Goodarzi, A., & Karkehabadi, A. (2017). Analyzing The Risks and Optimal Coverage of Universal Life Insurance: An Individual Insurance Demand Model. Journal of Marketing Investigation, 15(82), 52–72. Grönroos, C. (2004a). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2), 99–113. https://doi.org/10.1108/08858620410523981 Grönroos, C. (2004b). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19(2), 99–113. https://doi.org/10.1108/08858620410523981 Grönroos, C. (2009). Marketing as promise management: regaining customer management for marketing. Journal of Business & Industrial Marketing, 24(5/6), 351–359. https://doi.org/10.1108/08858620910966237 He, D. (2011). Is there dynamic adverse selection in the life insurance market? Economics Letters, 112(1), 113–115. https://doi.org/10.1016/J.ECONLET.2011.03.038 Heinonen, K. (2014). Multiple perspectives on customer relationships. Marketing Intelligence and Planning, 32(6), 450–456. https://doi.org/10.1108/IJBM-06-2014-0086 Ifcher, J., & Zarghamee, H. (2011). Happiness and Time Preference: The Effect of Positive Affect in a Random-Assignment Experiment. American Economic Review, 101(7), 3109–3129. https://doi.org/10.1257/aer.101.7.3109 Irons, K., & Green, D. (1991). Insurance Marketing. London, England: The chartred Insurance Institute. Kahneman, D. (2011). Thinking, Fast and Slow. New York: Farrar, Straus and Giroux. Kahneman, D., & Tversky, A. (2018). Prospect theory: An analysis of decision under risk. In Experiments in Environmental Economics (Vol. 1, pp. 143–172). Econometric Society. https://doi.org/10.2307/1914185 Karimi, A. (2018). Insurance Generalities (New Version) (7th ed.). Tehran: Insurance Research Center, Central Insurance of I.R. Iran. https://doi.org/۳۶۸ Koufopoulos, K., & Kozhan, R. (2010). Optimal insurance under adverse selection and ambiguity aversion. https://doi.org/http://dx.doi.org/10.2139/ssrn.1732268 Lee, S. A., & Lee, M. (2017). Effects of relationship types on customers’ parasocial interactions. Journal of Hospitality and Tourism Technology, 8(1), 133–147. https://doi.org/10.1108/jhtt-09-2016-0053 Lieber, E. M. J., & Skimmyhorn, W. (2018). Peer effects in financial decision-making. Journal of Public Economics, 163, 37–59. https://doi.org/10.1016/J.JPUBECO.2018.05.001 Lin, J. C., & Hsieh, C. C. (2011). Modeling service friendship and customer compliance in high-contact service relationships. Journal of Service Management, 22(5), 607–631. https://doi.org/10.1108/09564231111174979 Lin, L., & Lu, C. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word‐of‐mouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503 Lovelock, C. H., & Wirtz, J. (2011). Services marketing : people, technology, strategy. Prentice Hall. Mathew, B., & Sivaraman, S. (2017). Cointegration and causality between macroeconomic variables and life insurance demand in India. International Journal of Emerging Markets, 12(4), 727–741. https://doi.org/10.1108/IJoEM-01-2016-0019 Mihart, C. (2012). Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach based on Hierarchy of Effects Concept. Procedia - Social and Behavioral Sciences, 62, 975–980. https://doi.org/10.1016/j. sbspro.2012.09.166 Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81. https://doi.org/10.2307/1252059 Morse, J. M. (2015). Critical Analysis of Strategies for Determining Rigor in Qualitative Inquiry. Qualitative Health Research, 25(9), 1212–1222. https://doi.org/10.1177/1049732315588501 Muradoglu, G., & Harvey, N. (2012). Behavioral finance: the role of psychological factors in financial decisions. Review of Behavioral Finance, 4(2), 68–80. Nam, Y., & Hanna, S. D. (2019). The effects of risk aversion on life insurance ownership of single-parent households. Applied Economics Letters, 26(15), 1285–1288. https://doi.org/10.1080/13504851.2018.1546044 Patton, M. Q., & Patton, M. Q. (2002). Qualitative research and evaluation methods. Sage Publications. Retrieved from https://books.google.com/books/about/Qualitative_Research_Evaluation_Methods.html?id=FjBw2oi8El4C Ram, K. P., & Manoj, K. J. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3), 335–351. Retrieved from file:///C:/Users/Bhawan/Downloads/IJIAS-14-129-05.pdf Ranyard, R., & McHugh, S. (2012). Defusing the risk of borrowing: the psychology of payment protection insurance decision. Journal of Economic Psychology, 33(4), 738–748. Reimann, M., & Bechara, A. (2010). The somatic marker framework as neurological theory of decision-making: review, conceptual comparisons, and future neuroeconomics research. Journal of Economic Psychology, 31(5), 767–776. Remund, D. . (2010). Financial literacy explicated: the case for a clearer definition in an increasingly complex economy. Journal of Consumer Affairs, Special Issue: Financial Literacy, 44(2), 276–295. Renström, H. (2014). We didn’t see it coming! Managerial challenges in silently fading processes. International Journal of Bank Marketing, 32(6), 534–550. https://doi.org/10.1108/IJBM-01-2014-0008 Rick, S. (2011). Losses, gains, and brains: neuroeconomics can help to answer open questions about loss aversion. Journal of Consumer Psychology, 21(4), 453–463. Sapienza, P., Toldra-Simats, A., & Zingales, L. (2013). Understanding trust. Economic Journal, 123(573), 1313–1332. https://doi.org/10.1111/ecoj.12036 Sashi, C. M. M. (2012). Customer engagement, buyer‐seller relationships, and social media", Management Decision. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551 Shi, X., Wang, H.-J. J., & Xing, C. (2015). The role of life insurance in an emerging economy: Human capital protection, assets allocation and social interaction. Journal of Banking and Finance, 50, 19–33. https://doi.org/10.1016/j.jbankfin.2014.08.028 Sigma. (2018). World insurance in 2017 : solid , but mature life markets weigh on growth, (3). Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. K. (2006). CONSUMER BEHAVIOUR A European Perspective (3th editio). Prentice Hall. Solomon, M. R., Russell-Bennett, R., & Previte, J. (2019). Consumer behaviour : buying, having, being (4th editio). Retrieved from https://www.worldcat.org/title/consumer-behaviour-buying-having-being/oclc/1086559917?referer=di&ht=edition Stroe, M. A. (2014). Insurances and Consumer Perception in the Romanian Insurance Market. Procedia Economics and Finance, 15(14), 1717–1723. https://doi.org/10.1016/S2212-5671(14)00646-7 Zakaria, Z., Azmi, N. M., Hassan, N. F. H. N., Salleh, W. A., Tajuddin, M. T. H. M., Sallem, N. R. M., & Noor, J. M. M. (2016). The Intention to Purchase Life Insurance: A Case Study of Staff in Public Universities. Procedia Economics and Finance, 37(16), 358–365. https://doi.org/10.1016/S2212-5671(16)30137-X Zietz, E. N. (2003). An Examination of the Demand for Life Insurance. Risk Management and Insurance Review, American Risk and Insurance Association, 6(2), 159–191. https://doi.org/J.1098-1616.2003.030.x Zineldin, M. (2000). Beyond relationship marketing: technologicalship marketing. Marketing Intelligence & Planning, 18(1), 9–23. https://doi.org/10.1108/02634500010308549 | ||
آمار تعداد مشاهده مقاله: 1,018 تعداد دریافت فایل اصل مقاله: 1,162 |