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
- [1] Zarei, A., & Siahsarani Kojouri, M. Discovery and analysis of shopping behavior of older customers decide to buy organic products: The combination of clustering and decision tree. Modern Researches in Decision Making, 2, 2017, 147-172. [In Persian] [2] Katt, F., & Meixner, O. Food waste prevention behavior in the context of hedonic and utilitarian shopping value. Journal of Cleaner Production, 2020, 122878. [3] Abazari, Y & Kazemi, A. Theoretical Approaches to Purchasing from Sociology to Cultural Studies, Social Science Letters, 25, 2005, 167-195. [In Persian] [4] Kytö, E., Järveläinen, A., & Mustonen, S. Hedonic and emotional responses after blind tasting are poor predictors of purchase behavior. Food Quality and Preference, 70, 2018, 49-56. [5] Birjandi, M., Gholami, A., Haghighi, M. Creating Purposeful and Enjoyable Purchasing Values on Satisfaction and Loyalty to the Shopping Center, Strategic Management Studies, 35, 2018, 101-119. [In Persian] [6] Zheng, X., Men, J., Yang, F., & Gong, X. Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 2019, 151-160. [7] Nopnukulvised, C., Husamaldin, L., & Bowen, G. The differences of hedonic shopping value and purchase intention in the multichannel shopping environment for apparel shopping. In Leveraging Computer-Mediated Marketing Environments (pp. 125-142). IGI Global, 2019. [8] Lee, C. H., & Wu, J. J. Consumer online flow experience. Industrial Management & Data Systems, 2017. [9] Han, H., Lee, M. J., & Kim, W. Role of shopping quality, hedonic/utilitarian shopping experiences, trust, satisfaction and perceived barriers in triggering customer post-purchase intentions at airports. International Journal of Contemporary Hospitality Management, 2018. [10] Haas, A., & Kenning, P. Utilitarian and hedonic motivators of shoppers’ decision to consult with salespeople. Journal of retailing, 90(3), 2014, 428-441. [11] Hsu, C.-L. Chen, M.-C. How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love, Comput. Hum. Behav. 88, 2018, 121–133. [12] Heidarzadeh, K. & Hassani Parsa, E. Investigating the Impact of Hedonistic Values on Consumer Purchasing Behavior, Journal of Marketing Management, 17, 2012, 17-25. [In Persian] [13] Ballochi H., Sydjvadyn S. R., Fayazi M. To investigate the relationship between psychological capital and services quality provided to clients by analyzing the focus (canonical correlation), Management Researches in Iran, 19, 2015, 71-93. [In Persian] [14] Bavarsad, B., Ebrahimi, A., feli, R. Presentation a Model for quality on satisfaction: survey the role of mediator perceived utility and perceived hedonistic (Case Study: Customers Smartphone Samsung). Management Researches in Iran, 20, 2017, 45-64. [In Persian] [15] Salehi, M., Atefi, F., & Ahmadiyan, Sh. Capacity Planning For Production and Reproduction In A Closed Loop Supply Chain According to Customer Behavior Using A System Dynamics Approach, Modern Researches in Decision Making, 4(5), 2020, 20-38. [In Persian] [16] Chen, W. K., Chang, D. S., & Chen, C. C. The role of utilitarian and hedonic values on users’ continued usage and purchase intention in a social commerce environment. Journal of Economics and Management, 13(2), 2017, 193-220. [17] Azizi, M., Azizi, M & Latifi, M. A Study and Critique of the Impact of the School of Utilitarianism on Decision Theories and Its Comparison with the Theory of Islamic Growth, Islamic Management, 25 (2). 2017, 35-63. [In Persian] [18] Awani, Sh. Is utilitarianism the same as hedonism? A Study of Bentham and Mill's Perspective, Philosophical Reflections Quarterly, 6, 2010, 7-32. [In Persian] [19] Liu, F., Lim, E. T., Li, H., Tan, C. W., & Cyr, D. Disentangling utilitarian and hedonic consumption behavior in online shopping: An expectation disconfirmation perspective. Information & Management, 57(3), 2019, 103199. [20] Sari, D. M. F. P., & Pidada, I. A. I. Hedonic shopping motivation, shopping lifestyle, price reduction toward impulse buying behavior in shopping center. International journal of business, economics & management, 3(1), 2020, 48-54. [21] Bailey, T., Alvarez-Jimenez, M., Garcia-Sanchez, A. M., Hulbert, C., Barlow, E., & Bendall, S. Childhood trauma is associated with severity of hallucinations and delusions in psychotic disorders: a systematic review and meta-analysis. Schizophrenia bulletin, 44(5), 2018, 1111-1122. [22] Mehrshad, A., Rabani, A., Kalantari, A., & Zolfagharzadeh, M. Systematic review of scientific articles on social networks; Case study: Isfahan, Applied Sociology, 31 (78), 2020, 23-40. [In Persian] [23] Briner, R. B., & Denyer, D. Systematic review and evidence synthesis as a practice and scholarship tool. Handbook of evidence-based management: Companies, classrooms and research, 2012, 112-129. [24] Bradley, G. T., & LaFleur, E. K. Toward the development of hedonic-utilitarian measures of retail service. Journal of Retailing and Consumer Services, 32, 2016, 60-66. [25] Zavadskas, E. K., Bausys, R., Kaklauskas, A., & Raslanas, S. Hedonic shopping rent valuation by one-to-one neuromarketing and neutrosophic PROMETHEE method. Applied Soft Computing, 85, 2019, 105832. [26] El-Adly, M. I., & Eid, R. Measuring the perceived value of malls in a non-Western context: the case of the UAE. International Journal of Retail & Distribution Management, 2015. [27] Yoh, T., Chen, H. Y., & Jang, I. Utilitarian and Hedonic Consumption Values on American College Students’ Athletic Footwear Purchase Intention. International Journal of Academic Research in Business and Social Sciences, 6(12), 2016, 307-320. [28] Watanparast, M.R. A Study of Positivism Analysis and Critical Realism in Accounting Research, Accounting Research, 21, 2016, 41-54. [In Persian] [29] Bakhshi, M., Ranjbar, H & Heidari, A. Critical Realism, An Important Philosophical Perspective on Nursing Research, Journal of Torbat Heydariyeh University of Medical Sciences, 3 (3), 2015, 56-62. [In Persian]