Document Type : Research Paper
Authors
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
Abstract
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.
Keywords
2. Ahmadi Fagih, M., Zargham Hajebi, M. & Monirpoor, N. (2019). INVESTIGATION THE MEDIATING ROLE OF THINKING STYLE IN RELATIONSHIP BETWEEN TEACHERS' EMOTIONAL INTELLIGENCE AND STUDENTS 'CREATIVITY. Journal of Thinking and the Child, 10(2), 1-20. (in persian)
4. Aminzadeh, M. S. & Bagheri, F. (2021). Structural Equation Modeling of Relationship between Mindfulness and Impulsive Purchasing Behavior: The Mediating Role of Cognitive Emotion Regulation Strategies. journal of social psychology research, 11(42), 111-128. (in persian)
- Ansari M. roshandel Arbatani T. Nasehifar V. Pourhosseini S.(2020). Commercialization Model of the Electronic Sales Using the Grounded Theory, Journal of Business Managment, 12(2), 335-356. (in persian)
- Bighiu, G., Manolică, A., & Roman, C. T. (2015). Compulsive buying behavior on the internet. Procedia Economics and Finance, 20(2015), 72-79.
- Bowden-Green, T., Hinds, J., & Joinson, A. (2020). Understanding neuroticism and social media: A systematic review. Personality and Individual Differences, 51, 30-39.
- Carter, J. S. (2018). Stress and self-esteem in adolescence predict physical activity and sedentary behavior in adulthood. Mental Health and Physical Activity, 14, 90–97.
- Ciarma, J. L., & Mathew, J. M. (2017). Social anxiety and disordered eating: The influence of stress reactivity and self-esteem. Eating Behaviors, 26, 177-181.
- De Corniere, A. & Taylor, G. (2017). Application Bundling in System Markets (July 2017).
- De Cornière Alexandre, Greg Taylor. (2021), Upstream Bundling and Leverage of Market Power, The Economic Journal, 131(640), 3122-3144.
- Dittmar, H. (2004). Understanding and diagnosing compulsive buying. Handbook of addictive disorders: A practical guide to diagnosis and treatment, 42(04), 411-450.
- A., Ghasemaghaei. M. and Hassanein. K. (2017). Social bundling: A novel method to enhance consumers’ intention to purchase online bundles. Journal of Retailing and Consumer services, 35, 106-117.
- Edelman, B. (2015). Does Google Leverage Market Power Through Tying and Bundling?. Journal of Competition Law and Economics, 11 (2): 365–400.
- He, H., Kukar-Kinney, M., & Ridgway, N. M. (2018). Compulsive buying in China: Measurement, prevalence, and online drivers. Journal of Business Research, 91, 28–39.
- Hosseini, A., Shir Khodaie, M. & Saiedi, S.(2016). The effect of emotional intelligence on brand love by explaining the mediating role of brand trust. Business Management Perspective, 15(26), 137-153. (in persian)
- Hu, Q. & Mizuno, t. (2021). Positive Effects of Bundling on Rival's Profit and Social Welfare in a Vertical Relationship, Economics Bulletin, Access Econ, 41(1), 85-92.
- Jalaly, S., Abdolvand, N. & Rajaee Harandi, S.(2018). Customer Behavior Analysis using Web Usage Mining. Journal of New Marketing Reserch, 8(2), 69-86. (in persian)
- Kotzeva , Kovo D. , Lorincz S. , Sapi G. , Sauri L. , Valletti T. (2019). Recent developments at DG competition: 2018/2019 . Review of Industrial Organization , 55 (4), 551–578.
- Knutsson, K. (2011). Bundling for consumers? Understanding complementarity and its effecton consumers’ preferences and satisfaction, Umea School of Business.
- H. , Yang. E. , Cao. D. , Qiu, M. and Qiu, J.(2018). Optimal decisions for a dual-channel supply chain under information asymmetry, J. Ind. Manag. Optim., 14(3), 1023-1040.
- Laloha, G. & Miri, A.(1398). Investigating the role of meta-social interactions on consumer immediate buying behavior in social business. Development and transformation management, 37, 77-86. (in persian)
- Mohammadi, S., Ghasemi Siani, M. & Jahan Tab Nejad, A.(2021). The Consumer’s Response of the Utilitarian and Hedonic Sports Products to Sell-Hard and Soft-Hard. Sport Management Studies, 13(65), 247-272. (in persian)
- Muosavi S N. Muosavi S N. Saedi A. Moayed A. (2021). Identifying and Prioritizing Factors Affecting Social Bundling Using the Delphi Fuzzy Approach. Journal of New Marketing Reserch, 11(3), 1-21. (in persian)
- Nalebuff, (2004). Bundling as an entry barrier. Quarterly Journal of economics, 119(1), 159–187.
- Safarzadeh, H., Kamali, K. & Bonakdar Mazandarani, N.(2011). The effect of employees' emotional intelligence on marketing effectiveness. Business management, 3(11), 180-203. (in persian)
- Sharif, S. P., & Khanekharab, J. (2017). Identity confusion and materialism mediate the relationship between excessive social network site usage and online compulsive buying. Cyberpsychology, Behavior, and Social Networking, 20(8), 494–500.
- Sharifi, Seyed Mahdi , Mohammad Hosain Zarifian Yeganeh, and Ali Mohammad (2017). The Study of the Effect of Emotional Intelligence Dimension on the Employee Performance (Case: Sport Channel of Islamic Republic of Iran)." Management of organizational culture, 15(2), 373-392. (in persian)
- Solimani, M., Barani, M., Inanlo, S. & khojasteh, A.(2020). Modeling Customer Buying Behavior Sports Stores at The Time of the Corona Virus Outbreak (Proceedings and Post-Futures). Sport Management Studies, 12(62), 291-314. (in persian)
- Xie, L., J. Ma and H. Han. (2018). Implications of stochastic demand and manufacturers' operational mode on retailer's mixed bundling strategy and its complexity analysis. Applied Mathematical Modelling, 55, 484-501.
- Yassine, N., Aisagheer, A. & Azzam, N. (2018). A bundling strategy for items with different quality based on functions involving the minimum of tworandom variables. International Journal of Engineering Business Management, (10), 1-9.
- Zafar, A. U., Jiangnan Qiu, M., Shahzad. J., Shen. T., Ahmed Bhutto, M. I., (2020). Impulse buying in social commerce: bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 31-54.
- Zandi nasab M. Jafari S M. Farmani M. (2019). The Impact of Social Bundling on Consumers' Encouragement to Purchase Online Packages (The Case of Hamrah Avval Internet Packages). Journal of New Marketing Reserch, 9(1), 145-162. (in persian)
- Zheng, Y., Yang, X., Zhou, R., Niu, G., Liu, Q., and Zhou, Z. (2020). Upward social comparison and state anxiety as mediators between passive social network site usage and online compulsive buying among women. Addictive Behaviors, 111, 77-90.
)