| تعداد نشریات | 63 |
| تعداد شمارهها | 2,257 |
| تعداد مقالات | 18,557 |
| تعداد مشاهده مقاله | 57,405,975 |
| تعداد دریافت فایل اصل مقاله | 29,418,837 |
Consumer Compulsive Buying Patterns Influenced by Online Advertisements in Iran's TV Shopping | ||
| International Journal of Digital Content Management | ||
| مقاله 12، دوره 5، شماره 9، مهر 2024، صفحه 259-289 اصل مقاله (984.13 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2023.73463.1202 | ||
| نویسندگان | ||
| Ehsan Mohammadi Bajgiran1؛ Ali HosseinZadeh* 2؛ Vahid Sanavi Garosian3 | ||
| 1Ph.D Candidate of Department of Management,Torbat-e- Heydarieh Branch, Islamic Azad University, Torbat-e- Heydarieh, Iran | ||
| 2Assistant Professor, Department of Management, Torbat-e-Heydarieh Branch, Islamic Azad University, Torbat-e-Heydarieh, Iran | ||
| 3Assistant Professor, Department of Management, Bojnord Branch, Islamic Azad University, Bojnord, Iran | ||
| چکیده | ||
| Purpose: This research aimed at presenting the consumers’ compulsive buying pattern through internet advertisements of digital content in Iran's TV shopping industry. Method: Research Methodology was practical in terms of purpose and conducted using mixed method (qualitative-quantitative). The research community was based on the purposeful sampling method, and consisted of ten marketing experts. The research tool was interview. MAXQDA software was used to analyze data through database theory. The statistical population in the quantitative section included TV buyers in Mashhad. Based on Morgan table and random sampling, 384 samples were selected. The research tool was a researcher-made questionnaire, and the Structural Equation Method (SEM) in SmartPLS software was used for data analysis. The validity of the questionnaire was confirmed by using face, content, divergent and convergent validities, and its reliability was also confirmed using Cronbach's alpha. Both of Composite and homogeneous reliability were evaluated. Findings: "appropriate digital marketing mix design for TV sales, digital marketing capabilities, individual demographic characteristics, lifestyle, family " constitute the causal conditions in the consumer’s compulsive buying pattern in the TV shopping. According to the findings, “quick and transient purchase and irrational and emotional purchase” were identified as a central phenomenon. “TV's attractiveness from the audience's point of view, broadcasting policies, sales companies' policies, national TV belief and trust, individual awareness and knowledge about buying products and society's culture” acted as intervening conditions. In the field of buying, “intellectual structures of society and executive structures of society” identified as background conditions. Human strategies and structural and organizational strategies” acted as strategies and “Consumers outcomes; families and society outcomes” were identified as outcomes. According to the results of structural modeling, the relationships of the identified pattern were significant. Conclusion: The issue of compulsive buying is one of the most important and common issues, and buying from TV has fueled this issue, and has become the basis for its expansion and, following that, its negative consequences. In this scientific research, efforts were made to reduce the consequences of this phenomenon. The results of this study showed that although the phenomenon of compulsive purchase from TV is negative, but with proper management, useful results can be obtained from it. | ||
| کلیدواژهها | ||
| Compulsive Buying؛ Marketing Capabilities؛ Personality Causes؛ Psychological Causes | ||
| مراجع | ||
|
Brito, M. G. R., García, M. D. C. H., Donate, M. C. R., Rodríguez, M. E. R., & Padrón, A..M.D.)2021). Compulsive buying behavior of Smartphones by university students. CNS spectrums. 27(4), 516–524 https://pubmed.ncbi.nlm.nih.gov/34121647.
Bigham, Z., & Doai, H. (2015). The feasibility of implementing electronic marketing in the Fars province handmade carpet market. New Marketing Research Journal, 5(1), 1-20. [In Persian]
Eskandari, N., Bashokouh Ajirlo, M., & Rahimi Kolour, H. (2021). The Impact of Corporate Social Responsibility on Consumer Reaction with the Moderating Role of Corporate Core Competencies. Journal of Business Administration Researches, 13(25), 447-473. doi: 10.22034/bar.2021.13666.3444. doi: 10.22034/BAR.2021.13666.3444 [In Persian]
Habibi, A., Adenpour, M. (2016). Structural equation modeling book. Academic Jihad Publications. Sixth edition. [In Persian]
Handrimurtahjo, A. D. (2016). Factors Influencing Behavioral Intentions of TV Homeshopping With Moderating Effect of Consumer Satisfaction. International Journal of Economics and Management , 10(S1), 65 – 79. http://www.ijem.upm.edu.my/vol10noS/5)VOL_10(S)2016_Natalia(Factors%20Influencing...)Pages%2065-79.pdf.
Heidari, Z., Hamidianpour,F. & Esmaeilpour, M. (2022). Effect of Celebrity Endorsement at Advertising on Compulsive buying: The role of the materialism mediator and the role of Self Confidence, desire to fashion and awareness moderator among young buyers. Modiriat - e- farada Journal, (69), 125-144. https://doi.org/10.22108/nmrj.2017.21448. [In Persian]
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43 (1), 115-135. DOI 10.1007/s11747-014-0403-8
Horvath, C., & Joosten, H. (2021). The Difference between Compulsive and Non-Compulsive Buyers’ Approach to and Use of Brands: An Empirical Investigation. AvailableatSSRN3859950: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3859950
Hajalian, M., hoseinzadeh shahri, M., & Abdolvand, N. (2023). Designing an interpretive structural model to shape the online compulsive and impulsive buying behavior of the consumer. Consumer Behavior Studies Journal, 10(3), 71-106. doi: 10.22034/cbsj.2023.62780
Islam, T., Pitafi, A. H., Arya, V., Wang, Y., Akhtar, N., Mubarik, S., & Xiaobei, L. (2021). “Panic buying in the COVID-19 pandemic: A multi-country examination”. Journal of Retailing and Consumer Services, 59, 102357. https://search.bvsalud.org/global-literature-on-novel-coronavirus-2019-ncov/resource/en/covidwho-959960
Islam, T., Wei, J., Sheikh, Z., Hameed, Z., & Azam, R. I. (2017). Determinants of compulsive buying behavior among young adults: The mediating role of materialism. Journal of adolescence, 61, 117-130. Available : https://doi.org/10.1016/j.adolescence.2017.10.004
Jami Pour, M., Talari, M., & Bashkar, R. (2021). Designing a new framework for implementing international digital marketing (Case study: The Carpet Industry). Journal of International Business Administration, 4(4), 151-169. [In Persian]
Jameel, A., Khan, S., Alonazi, W. B., & Khan, A. A. (2024). Exploring the impact of social media sites on compulsive shopping behavior: The mediating role of materialism. Psychology Research and Behavior Management, 171-1 Available: doi/full/10.2147/PRBM.S442193.
Leguina, A. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). https://doi.org/10.1080/1743727X.2015.1005806
Laskowski, N. M., Hildebrandt, G., & Muschalla, B. (2024). Compulsive Buying-Shopping Disorder–A Female Phenomenon?. SUCHT. 70 (3): Available: https://doi.org/10.1024/0939-5911/a000861
Maraz, A., Eisinger, A., Hende, B., Urbán, R., Paksi, B., Kun, B., ... & Demetrovics, Z. (2015). Measuring compulsive buying behaviour: Psychometric validity of three different scales and prevalence in the general population and in shopping centres. Psychiatry research, 225(3), 326-334. Available: https://doi.org/10.1016/j.psychres.2014.11.080
McElroy, S. L., Keck Jr, P. E., Pope Jr, H. G., Smith, J. M., & Strakowski, S. M. (1994). Compulsive buying: a report of 20 cases. The Journal of clinical psychiatry, 55(6), 242-248.
Moghadam-Jezeh, M., Bahrainizad, M., & Rajabi, S. (2017). Explaining the Compulsive Buying Behavior Based on the Factors of Psychological, Environmental, Materialism and Using Credit Card. New Marketing Research Journal, 7(3), 21-40. doi: 10.22108/nmrj.2017.89184. [In Persian]
Mousavi, M. A. S., Emari, H., Fakhimi Azer, S., & Mousavi, S. (2021). Evaluation of the simultaneous moderating effect of fashionalism and moderation effect of gender on the relationship between materialism and mandatory purchase (conditional analysis process approach). Journal of International Business Administration, 3(4), 129-142. doi: 10.22034/JIBA.2021.40275.1459. [In Persian]
Müller, A., Brand, M., Claes, L., Demetrovics, Z., De Zwaan, M., Fernández-Aranda, F. & Kyrios, M. (2019). Buying-shopping disorder—is there enough evidence to support its inclusion in ICD-11?. CNS spectrums, 24(4), 374-379. DOI: https://doi.org/10.1017/S1092852918001323
Müller, A., Laskowski, N. M., Thomas, T. A., Antons, S., Tahmassebi, N., Steins-Loeber, S., ... & Georgiadou, E. (2023). Update on treatment studies for compulsive buying-shopping disorder: A systematic review. Journal of Behavioral Addictions, 12(3), 631-651. . Available: DOI: https://doi.org/10.1556/2006.2023.00033
Naseri, R. N. N. Ahmad, N. Z. A. Shariff, S. Hussin, H. & Nordin, M. N. (2021). Issues And Challenges Of Online Shoppingactivities On The Impact Of Corona Pandemic: A Study On Malaysia Retail Industry. Turkish Journal of Computer and Mathematics Education(TURCOMAT),12(10),7682-7686. DOI: https://doi.org/10.17762/turcomat.v12i10.5680
Nicolai, J., & Moshagen, M. (2018). Pathological buying symptoms are associated with distortions in judging elapsed time. Journal of Behavioral Addictions, 7(3), 752-759. DOI: https://doi.org/10.1556/2006.7.2018.80
Ong, Z., Lau, J., & Zainudin, N. (2021). Money attitude, materialism and compulsive buying among Malaysian young adults. Management Science Letters, 11(1), 281-290. DOI: 10.5267/j.msl.2020.8.005
Otero-López, J. M., Santiago, M. J., & Castro, M. C. (2021). Big five personality traits, coping strategies and compulsive buying in Spanish university students. International Journal of Environmental Research and Public Health, 18(2), 821. Available: https://doi.org/10.3390/ijerph18020821
Tarka, P., & Babaev, J. (2021). Methodological insights on measurement and evaluation of compulsive buying behavior among young consumers in Poland: the case of compulsive-and non-compulsive buyers. Quality & Quantity, 55, 1581-1611. Available: https://doi.org/10.1007/s11135-020-01069-4
Tantawi, P. I. (2024). Materialism, life satisfaction and Compulsive Buying Behavior: An empirical investigation on Egyptian consumers amid Covid‑19 pandemic. International Review on Public and Nonprofit Marketing, 21(1), 1-25. Available: DOI: https://doi.org/10.1007/s12208-022-00360-4
Thomas, T. A., Schmid, A. M., Kessling, A., Wolf, O. T., Brand, M., Steins-Loeber, S., & Müller, A. (2024). Stress and compulsive buying-shopping disorder: A scoping review. Comprehensive Psychiatry, 152482. Available: https://doi.org/10.1016/j.comppsych.2024.152482
Yazdani, N. (2015). Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market. New Marketing Research Journal, 5(1), 43-58. [In Persian]
Zareie, A., & Balouchi, H. (2015). Identification and extraction of components using the method of propulsion impulse buying. Commercial Strategies, 12(5),68-53. [In Persian] | ||
|
آمار تعداد مشاهده مقاله: 1,842 تعداد دریافت فایل اصل مقاله: 1,151 |
||