بررسی تأثیر ترس ناشی از همه‌گیری کووید-19 بر رفتار خرید مصرف‌کننده (موردمطالعه: گروه‌های مختلف نسلی ایران)
الموضوعات :
مهشاد عاملی
1
,
بیتا یزدانی
2
,
مهری مهدیخانی
3
1 - دانش‌آموخته کارشناسی ارشد گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران.
2 - استادیار گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران (نویسنده مسئول)
3 - دکتری تخصصی بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
الکلمات المفتاحية: ترس از سلامتی, ترس از شرایط اقتصادی, رفتار خرید مصرف‌کننده, گروه‌های مختلف نسلی, کووید-19.,
ملخص المقالة :
شیوع و همه‌گیری ویروس کرونا، پیامدهای مختلفی برای زندگی روزمره مصرف‌کنندگان داشته و نحوه عملکرد مشاغل، خرید و رفتار مصرف‌کنندگان را به طرز چشمگیری تحت‌تأثیر قرار داده است. ازاین‌رو، بررسی عوامل تأثیرگذار بر رفتار مصرف‌کننده‌ها در دوران کرونا یک نیاز مهم برای مدیران کسب‌وکارها جهت نظارت بر تغییر در رفتار خرید و عادات مصرف‌کنندگان است. ازاین‌رو هدف از پژوهش حاضر، بررسی تأثیر ترس ناشی از همه‌گیری کووید-19 (ترس از سلامتی و ترس از شرایط اقتصادی) بر رفتار خرید مصرف‌کننده در انواع گروه‌های نسلی است. پژوهش ازنظر ماهیت توصیفی- پیمایشی و ازنظر هدف کاربردی است. جامعه آماری کلیه مصرف‌کنندگان در 5 استان تهران، اصفهان، فارس، آذربایجان شرقی و البرز است. روش نمونه‌گیری، تصادفی و از نوع خوشه‌ای و حجم نمونه آماری برابر با 368 نفر است. جهت گردآوری داده‌ها از ابزار پرسش‌نامه به دو صورت آنلاین و چاپی بهره گرفته شد. روایی پرسشنامه‌ی مذکور توسط خبرگان و پیش‌آزمون و پایایی آن از طریق محاسبه آلفای کرونباخ مورد تأیید قرار گرفت. به‌منظور تحلیل داده‌ها، از نرم‌افزار SPSS 26 استفاده شده است. نتایج نشان داد ترس از سلامتی و ترس از وضعیت اقتصادی منجر به تغییر رفتار خرید می‌شود. تفاوت میان نسل¬ها در ترس از سلامتی و ترس از وضعیت اقتصادی معنادار است. همچنین در رفتار خرید نیز میان نسل¬های مختلف تفاوت معنادار وجود دارد.
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