نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
3 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران
چکیده
خرید در مفهوم کلی امری دوپهلو و مبهم است، هم کار، فراغت و تفریح است و هم فعالیتی است که بین زندگی خصوصی و خلوت فرد با ابعاد اجتماعی و در تنش بین عقلانیت و هوس و شکل اجتماعی لذتبخش با فعالیت ضروری و ملزم در نوسان و تلاطم است. پژوهش حاضر با بررسی نظاممند ادبیات پژوهش در پی مقایسه تطبیقی مطالعات انگیزههای خرید، شناسایی خلاهای پژوهشی و ارائه پیشنهادهایی در این حوزه است. به همین منظور در پی پاسخگویی به این سوال است که مقالات علمی موجود داخلی و خارجی در حوزه انگیزههای خرید از لحاظ مسئلهشناسی، نظریهشناسی و روششناسی چه قوت و ضعفهایی دارند. روش اجرای این پژوهش مرور نظاممند مقالات لاتین و فارسی در حوزه مطالعاتی مرتبط با انگیزههای خرید بوده است و مقالات یافت شده در بازه زمانی ۱۳۸۹- ۱۳۹۸ برای مقالات فارسی و ۲۰۰۱- ۲۰۲۰ برای مقالات لاتین در نظر گرفته شد. با بررسی کلیدواژهها در پایگاههای اطلاعاتی این حوزه و براساس ملاکهای از پیش تعیین شده، مقالات مناسب انتخاب شدند و محتوای مقالات براساس پاسخگویی به پرسشهای پژوهش حاضر به دقت مطالعه و تحلیل شدند. طی بررسی ابعاد مقالات مورد مطالعه میتوان بیان نمود که کم توجهی در مسئلهشناسی، فقدان روششناسیهای متنوع، غالب بودن رویکرد اثباتگرایی و کم توجهی به پارادایمهای تفسیری و رئالیسم انتقادی، فقدان مبانی نظری روشن و کم توجهی به نظریههای پایهای و مرتبط با مفاهیم انگیزههای خرید لذتگرایی و مطلوبیتگرایی بسیار مشهود میباشد. در انتهای پژوهش براساس نتایج حاصل از مرور نظاممند ادبیات، مدلی از انگیزههای خرید ارائه شده است.
کلیدواژهها
عنوان مقاله [English]
Systematic Literature Review: Comparative Comparison of Shopping Motivation Studies
نویسندگان [English]
- Fereshteh Khalili Palandi 1
- Asadolah kordnaeij 2
- Seyed Hamid Khodadad Hosseini 2
- Meysam Shirkhodaie 3
چکیده [English]
Shopping in the general sense is ambiguous, it is both work, leisure and entertainment and it is an activity that oscillates between private life and privacy with social dimensions and in the tension between rationality and lust and a pleasant social form with necessary and obligatory activity. The aim of this study is to systematically study the research literature in the field of comparative comparison of shopping motivation studies, identify research gaps and propose suggestions accordingly. To this end, it seeks to answer the question of what are the strengths and weaknesses of existing domestic and foreign scientific articles in the field of shopping motivations in terms of problematics, theory and methodology. The method of this research was a systematic literature review of Latin and Persian articles in the field of studies related to shopping motivations. Articles found in 2001-2020 for Latin articles. By examining the keywords in the databases of this field and based on pre-determined criteria, appropriate articles were selected and analyzed. During the study of the dimensions of the studied articles, it can be stated that lack of attention to problematics, lack of various methodologies, dominance of positivist approach and lack of attention to interpretive paradigms and critical realism, lack of clear theoretical foundations and lack of attention to basic theories and related to the concepts of hedonic and utilitarian shopping motives are very evident. At the end of the research, based on the results of a systematic literature review is presented a model of purchasing motivation.
کلیدواژهها [English]
- Purchasing Motives
- Hedonistic Purchasing Motivations
- Utilitarian Purchasing Motivations
- Systematic Review
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