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توسعه مدل پاسخ‌های رفتاری مصرف‌کننده در دوران همه‌گیری کووید 19

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، گروه بازاریابی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران، ایران

2 دانشیار مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات تهران، ایران.

3 استاد گروه بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

4 استادیار، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

چکیده

همه‌گیری کووید 19، تغییرات چشمگیری در جنبه‌های مختلف زندگی افراد در سراسر جهان ایجاد کرد. این تغییرات رفتار مصرف‌کننده را نیز تحت تأثیر قرارداد. افراد برای اینکه کمتر در معرض ابتلا به بیماری قرار گیرند، فاصله‌گذاری اجتماعی را رعایت کرده و اقدامات احتیاطی مانند استفاده از ماسک و ضدعفونی کردن دست را موردتوجه قرار دادند. هدف پژوهش حاضر،بررسی پاسخ‌های رفتاری مصرف‌کننده در دوران همه‌گیری کووید ، خرید و مصرف مواد غذایی است. به‌منظور دستیابی به هدف، از روش پژوهش ترکیبی متوالی- اکتشافی مورداستفاده قرار گرفت. در مرحله کیفی پدیدارشناسی، با به‌کارگیری نمونه‌گیری هدفمند، 40 مصاحبه با مصرف‌کنندگان در شهر تهران انجام شد. در مرحله کمی، شش فرضیه مطرح گردید داده‌ها از طریق پرسشنامه جمع‌آوری و توسط نرم‌افزار ایموس مورد تحلیل قرار گرفت. نتایج پژوهش نشان داد که مصرف‌کنندگان در دوران همه‌گیری به‌صورت واکنشی، مقابله‌ای و سازگاری بلندمدت پاسخ دادند. این پاسخ‌ها در میان زنان و مردان، نسل‌های مختلف و افراد متأهل و مجرد تفاوت نداشت. همه‌گیری رژیم غذایی افراد را تغییر داده و مصرف‌کنندگان مصرف غذاهای ناسالم را کاهش داده و به مصرف مواد غذایی سالم‌تر روی آورده‌اند. همه‌گیری کووید، تغییرات چشمگیری را در رفتار مصرف‌کننده ایجاد کرد. حساسیت نسبت به محیط خرید در دوران همه‌گیری افزایش یافت. مراجعات حضوری مصرف‌کنندگان به فروشگاه‌های فیزیکی کاهش‌یافته و الگوی خرید مصرف‌کننده به سمت خرید آنلاین و سفارش تلفنی سوق پیدا کرد. مصرف‌کنندگان در دوران همه‌گیری از سوپرمارکت‌ها و فروشگاه‌های نزدیک محل زندگی خود خرید می‌کردند و اظهار داشتند که بعد از اتمام آن یعنی در دوران پساکووید نیز به آن‌ها مراجعه می‌کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Developing a model of consumer behavioral responses during the Covid-19 pandemic

نویسندگان [English]

  • Adele Geravand 1
  • Kambiz Heidarzadeh Hanzaee 2
  • zohre dehdashti shahrokh 3
  • Mohammad Ali Abdolvand 4

1 PhD Student, Department of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

2 Associate Prof. Department of Business Management, Faculty of Management and Economic, Science and Research branch, Islamic Azad University, Tehran, Iran.

3 Professor of Business Administration, Faculty of Management & Accounting, Allame Tabatabai University, Tehran, Iran

4 Assistant Professor, Department of Business Management, Faculty of Management and Economic, Science and Research branch, Islamic Azad University, Tehran, Iran.

چکیده [English]

The Covid-19 pandemic has brought about dramatic changes in various aspects of people's lives around the world. These changes also affected consumer behavior. In order to be less exposed to the disease, people observed social distancing and took precautionary measures such as wearing a mask and disinfecting hands. The purpose of the current research is to identify the behavioral responses of consumers during the pandemic of Covid-19, buying and consuming food. In order to achieve the goal, a sequential-exploratory mix method was used. In the qualitative phase of phenomenology, 40 interviews were conducted with consumers in Tehran using purposeful sampling. In the quantitative phase, six hypotheses were proposed, and the data were collected through a questionnaire. The results of the research showed that consumers responded in a reactive, coping and long-term adaptation way during the pandemic. Also, these answers do not differ between men and women, different generations and married and single people. The pandemic has changed people's diet and consumers have reduced the consumption of unhealthy foods and switched to eating healthier foods. The Covid 19 pandemic caused significant changes in consumer behavior. Sensitivity to the shopping environment increased during the pandemic. The visiting physical stores less frequently and the consumer's shopping pattern has moved towards online shopping and telephone ordering. The consumers used to buy from supermarkets and stores near their also places of residence, and they stated that after the end of it in the post-Covid era, they would visit them.

کلیدواژه‌ها [English]

  • Reactive behavior
  • Coping
  • Long-term adaptation
  • Mix Method
  • Covid-19
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پژوهش های مدیریت در ایران
دوره 28، شماره 2
تیر 1403
صفحه 122-144
فایل ها
اشتراک گذاری
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