ارزیابی تأثیر قیمت مرجع بیرونی بر فرآیند خریداران با مقایسه کسب‌وکارهای آنلاین و آفلاین

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

2 دانشجوی دکتری مدیریت فناروی اطلاعات، دانشکده مدیریت، واحد علوم و تحقیقات تهران، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

هدف پژوهش بررسی تأثیر قیمت‌های مرجع بیرونی بر تمایل به جستجو، تمایل به خرید و ادراک از ارزش معامله در کسب‌وکارهای آنلاین و آفلاین در شرایطی که محدودیت زمانی، پراکندگی قیمت در بازار، نوع برچسب تخفیف قیمت، درگیری به محصول و محیط خرید نقش تعدیل‌کننده دارند. پژوهش از نظر هدف کاربردی و از نظر روش شبه آزمایشی از نوع طرح‌های عاملی 2*2*2*2 است. جامعه آماری شامل تمامی مصرف‌کنندگان شهر تهران است و روش نمونه‌گیری انتخاب خریداران از فروشگاه‌های دیجیتال و سطح شهر است که به‌صورت تصادفی ساده انتخاب شدند. پس از انتخاب فروشگاه‌های آنلاین و آفلاین، مصرف‌کنندگان بر اساس نمونه‌گیری در دسترس انتخاب شدند. روش تحلیل داده‌ها برای آزمون فرضیه‌ها از طریق تحلیل واریانس دوسویه با استفاده از نرم‌افزار اس.پی.اس.اس (SPSS) انجام شده است. نتایج نشان می‌دهد در شرایطی که درگیری ذهنی به محصولات پایین و محیط خرید آفلاین باشد، قیمت‌های مرجع غیرقابل‌باور (اغراق آمیز) در شرایط محدودیت زمانی، پراکندگی قیمت بالا و برچسب تخفیف‌های قیمت به‌صورت ریالی باعث افزایش تمایل به خرید و ادراک از ارزش معامله و کاهش تمایل به جستجو می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

The Effects of External Reference Prices on A Process Buyers by Comparing Online and Offline Businesses

نویسندگان [English]

  • Saeed Jalalian 1
  • Yasser Gharayagh Zandi 2
1 Ph.D of Business Administration, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Ph.D Student of Information Technology Management, Department of Information Technology Management, Science and research branch, Islamic Azad University, Tehran, Iran
چکیده [English]

The main purpose of this research is to examine the impact of external reference prices on willingness to search, shop, and perception of transaction’s value in online and offline businesses while time limit, the market price dispersion, the type of discount tag, product involvement and shopping environment have moderator role.
In terms of purpose, this research is practical and the methodology of that is quasi-experimental with 2*2*2*2 factorial designs.
The study population included all Tehran consumers and the sampling method for selecting digital businesses’ consumers is simple random. After choosing online and offline businesses, the consumers were selected using available sampling. The data analysis approach for hypotheses tests have been done based on variance analysis using SPSS software.
The results show that in the circumstance of low products and offline shopping environment involvement, Unbelievable reference prices are in terms of high time pressure, market price high dispersion, type of price Rial format increased tend to purchase, and perceived value of the transaction and reduced willingness to search.

کلیدواژه‌ها [English]

  • External Reference Price
  • Market Price Dispersion
  • Involvement
  • Online and Offline Business

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سابقه مقاله

  • تاریخ دریافت: 04 مهر 1399
  • تاریخ بازنگری: 07 آبان 1399
  • تاریخ پذیرش: 07 آبان 1399

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