نظریه تصویر و تصمیم خرید، ملاحظه نقش دغدغه‌‌های محیط‌زیستی

نوع مقاله: مقاله پژوهشی

نویسندگان

دانشگاه تهران

چکیده

هدف این پژوهش بررسی و تبیین تصمیم خرید مشتری براساس مولفه‌‌های نظریه تصویر با ملاحظه نقش ارزش‌‌ها و اهداف محیطی، مسئولیت اجتماعی و اثربخشی ادراک شده است. جامعه آماری این پژوهش مصرف‌کنندگان ظروف یک‌بار مصرف در سطح شهر تهران هستند. جمع‌آوری داده‌ها در این پژوهش با روش نمونه‌گیری تصادفی ساده با حجم 200 نمونه انجام ‌شد. در تجزیه ‌و تحلیل داده‌ها از مدل‌سازی معادله‌های ساختاری با رویکرد حداقل مربعات جزئی (PLS) استفاده‌ شده است. یافته‌‌ها نشان داد تصمیم خرید وابسته به سه تصویر (تصویر ارزشی، تصویر آرمانی و تصویر استراتژیک) است و شرکت‌های تولیدکننده محصولات سبز که در پی ارایه رویکردهای جدیدتر در جلب مصرف‌کنندگان هستند می‌توانند استفاده از این تصاویر را در استراتژی‌های خود در نظر بگیرند. همچنین یافته‌‌ها حاکی از تاثیر ارزش‌‌های محیطی بر تصویر ارزشی و تاثیر اهداف محیطی و اثربخشی ادراک شده بر تصویر آرمانی است.

کلیدواژه‌ها


عنوان مقاله [English]

Image Theory and Purchase Decision; Considering the Role of Environmental Concerns

نویسندگان [English]

  • morteza soltani
  • niloofar didari khamseh motlagh
  • nima soltani nejad
university of tehran
چکیده [English]

The aim of this study is explaining customer purchase decision based on image Theory considering the role of environmental values and goals, social responsibility and perceived effectiveness. Customers of disposable containers in Tehran are population of this research. Simple random sampling was used by 200 sample. Structural equation modeling approach by Partial Least Squares and PLS were used to test hypotheses. Results showed that purchase decision making depends on three images (value image, trajectory image and strategic image) and companies producing green products searching new approaches to attract consumers are able to consider these images in their strategies. Besides, results show the effect of environmental values on value image and effect of environmental goals and perceived effectiveness on trajectory image.

کلیدواژه‌ها [English]

  • Image theory
  • Purchase decision
  • social responsibility
  • Environment values
  • Environmental goals
  • Perceived effectiveness
Amirshahi, M.; Heydarzadeh, K. & Dabestani, F. 2010. The Impact of Consumer Modernity on Purchasing Decision Making Styles. Modern Marketing Research Journal. 1(3): 1–26. (In Persian)
Bakewell, C. & Mitchell, V-W. 2006. Male versus female consumer decision making style, In Journal of Business Research, 59(12), 1297-1300
Berger, I. E. & Corbin, R. M. 1992. Perceived consumer effectiveness and faith in others as moderators of environmentally responsible behaviors. Journal of Public Policy and Marketing, 11(2): 79–89.
Davari, A. & Rezazadeh, A. 2013. Structural Equation Modeling with LISREL Software. Tehran Jihad University Press Publications. (In Persian)
Diallo, M.F. 2012. Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services. 19 (2012): 360-367
Ellen, P. S.Wiener, J. L. & Cobb-Walgren, C. 1991. The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy and Marketing. 10(2): 102–117.
Esposito Vinzi, V.; Chin, W.W.; Henseler, J. & Wang, H. 2010. Handbook of Partial Least Squares: Concepts, Methods and Applications. Springer
Fabrega, J.; Fawcett, S. R.; Renshaw, J. C. & Lead, J. R. 2009. Silver nanoparticle impact on bacterial growth: effect of pH, concentration, and organic matter. Environmental science & technology, 43(19), 7285-7290.
Giles, T.; Lacey, S. & Muir‐Cochrane, E. 2016. Factors influencing decision‐making around family presence during resuscitation: a grounded theory study. Journal of Advanced Nursing, 72(11), 2706-2717.
Hair, J. F.; Anderson, R. E.; Babin, B. J., & Black, W. C. 2010. Multivariate data analysis: A global perspective (Vol. 7). Upper Saddle River, NJ: Pearson.
Irwin, R.J. & Spira, J.S. 1997. Anomalies in the values for consumer goods with environmental attributes‏. Journal of Consumer Psychology. 6 (4): 339-363
Jalilian, H.; Ebrahimi, A. & Mahmodian, O. 2011. The Impact of Electronic Oral Advertising on Consumers' Intent to Buy through Student Customer-Based Brand Equity (Case Study: Dell Laptop Products). Journal of Business Management. 4 (14): 41-64. (In Persian)
Jazani, N.; Azizi, S. & Halvaei, A. 2009. Customer decision making styles based on the Sprols and Kendall models. Business Management Perspective. 9 (3): 9-24. (In Persian)
Liu, Richard, c. 2017. The Application of image theory in Geosteering, Theory of Electromagnetic Well Logging, 351- 405.
Miller, G. A., Galanter, E. & Pribram, K. H. 1960. Plans and the structure of  behavior. New York: Henry Holt and Co.
Mitchell, T.R.; Rediker, K.J. & Beach, L.R. 1986. image theory and its implications for organizational decision making. San Francisco, CA: Jossey-Bass.
Mohsenin, S.; Esfidani, M.; Karemi, M. & Khaje, A. 2012. Investigating Customer Decision Making Styles in Buying Home Appliances (Case Study: Customers in Tehran). Journal of Business Management. 5 (2): 149-168. (In Persian)
Moor, C. 2015. A picture is worth a thousand words: assessing drawing as a learning tool in science, (Destoration of thesis), University of Wisconsin.
Nelson, K. A. 2004. Consumer Decision Making and Image Theory: Understanding Value-Laden Decisions. Journal of Consumer Psychology, 14 (1&2), 28–40.
Oke, A. O.; Kamolshotiros, P.; Popoola, O. Y.; Ajagbe, M. A. & Olujobi, O. J. 2016. Consumer behavior towards decision making and loyalty to particular brands. International Review of Management and Marketing, 6(4S), 43-52.
Rezaeian, A.; Ganjali, A. & Karimi, M. 2006. Image theory and its application to individual and organizational decision making. Strategic Management Thought. 1 (1): 7-34. (In Persian)
Rokeach, M. 1968. Beliefs, attitudes and values: A theory of organization and change. San Francisco, CA: Jossey-Bass.
Schwepker, C. H., Jr., & Cornwell, T. B. 1991. An examination of ecologically concerned consumers and their intention to purchase ecologically packaged products. Journal of Public Policy & Marketing, 10(2): 77–101.
Shahriar, A. & Makkizadeh, V. 2012. Consumer Decision-Making Style: The Case of IranianYoung Consumers, Journal of Management Research, 4(2), 89-111. (In Persian)
Sreejesh, S. 2015. Consumers’ perceived brand aspiration and its impact on intention to pay price premium: Moderating role of brand jealousy. Theoretical Economics Letters, 5(02), 273.
Waas, T.; Hugé, J.; Block, T.; Wright, T.; Benitez-Capistros, F. & Verbruggen, A. 2014. Sustainability assessment and indicators: Tools in a decision-making strategy for sustainable development. Sustainability, 6(9), 5512-5534.
Zhou, J. X.; Arnold, M. J.; Pereira, A. & Yu, J. 2010. Chinese consumer decision-making styles: A comparison between the coastal and inland regions. Journal of Business Research, 63(1), 45-51.
Zhou, Z. & Qin, S. 2017. Experimental Economics Analysis of Environment-Friendly Agricultural Technique Decision-Making. In Proceedings of the Fourth International Forum on Decision Sciences (pp. 165-176). Springer, Singapore.