نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی دانشکده علوم اجتماعی دانشگاه محقق اردبیلی، اردبیل، ایران
2 گروه مدیریت بازرگانی دانشکده علوم اجتماعی دانشگاه محقق اردبیلی
چکیده
هدف از پژوهش حاضر پایش اثر باندلینگ اجتماعی بر خرید آنی محصولات ورزشی مجید با نقش میانجی جنون خرید و هوش هیجانی می‌باشد. تحقیق حاضر از لحاظ هدف، کاربردی و روش مورد استفاده در این پژوهش یک روش توصیفی – پیمایشی است. جامعه آماری مورد پژوهش شامل کلیه مشتریان محصولات ورزشی مجید می‌باشند که بسیار گسترده بوده و حجم نمونه بر اساس جدول مورگان 384 نفر به شیوه تصادفی در دسترس انتخاب شدند. ابزار پژوهش شامل پرسشنامه 48 سوالی در 4 قسمت هوش هیجانی با 12 سوال، باندلینگ اجتماعی با 9 سوال، جنون خرید با 10 سوال و خرید آنی با 17 سوال می‌باشد. روایی پرسشنامه صوری بوده که به تایید 5 تن از اساتید دانشگاه رسیده و پایایی نیز بر اساس آلفای کرونباخ به میزان 82/0 مورد تایید واقع شده است. داده های گردآوری شده بر اساس تحلیل مسیر معادلات ساختاری با نرم افزار AMOS مورد تجزیه و تحلیل قرار گرفته است. نتایج نشان داد که به طور کلی باندلینگ اجتماعی بر خرید آنی با نقش میانجی جنون خرید و هوش هیجانی محصولات ورزشی تاثیر داشته است. در واقع باندلینگ اجتماعی بر خرید آنی، جنون خرید و هوش هیجانی، همچنین جنون خرید بر خرید آنی، از سوی دیگر هوش هیجانی بر خرید آنی اثرگذار بوده است. بر این اساس باندلینگ اجتماعی بر هوش هیجانی، بیشترین تأثیر را دارد و باندلینگ اجتماعی بر جنون خرید کمترین میزان است.
کلیدواژه‌ها
عنوان مقاله [English]
Monitoring the effect of social bundling on the immediate purchase of sports products; The mediating role of shopping madness and emotional intelligence
نویسندگان [English]
- mohammad Bashokouh Ajirloo 1
- mehrdad naserpour 2
1 Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
2 Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University
چکیده [English]
The purpose of this study is to monitor the effect of social bundling on the immediate purchase of Majid sports products with the mediating role of shopping madness and emotional intelligence. The present study is a descriptive-survey method in terms of purpose, application and method used in this research. The statistical population of the study includes all customers of Majid sports products, which is very wide and the sample size was selected randomly based on Morgan table 384 people. The research tools include a 48-item questionnaire in 4 parts of emotional intelligence with 12 questions, social bundling with 9 questions, shopping madness with 10 questions and instant shopping with 17 questions. The validity of the questionnaire was confirmed by 5 university professors and the reliability was confirmed based on Cronbach's alpha of 0.82. The collected data were analyzed based on the path analysis of structural equations with AMOS software. The results showed that in general, social bundling had an effect on instant purchase with the mediating role of shopping madness and emotional intelligence of sports products. In fact, social bundling has affected instant shopping, shopping madness and emotional intelligence, as well as shopping madness on instant shopping, on the other hand emotional intelligence has affected instant shopping. Accordingly, social bundling has the greatest effect on emotional intelligence and social bundling has the least effect on shopping madness.
کلیدواژه‌ها [English]
- Social Bundling
- Instant Shopping
- Shopping Madness
- and Emotional Intelligence
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