بررسی تاثیر جنبه های مختلف تجربه مصرف بر متغیرهای پس از مصرف (رضایت،شدت دلتنگی، ارتباطات دهان به دهان، نیات رفتاری) (مورد مطالعه: دانشگاه آزاد اسلامی‌مشهد)

نویسندگان

1 دانشگاه خلیج فارس بوشهر

2 دانشگاه نیشابور

چکیده

درک مصرف کنندگان و تجارب مصرفی آنها از محصولات و خدمات و اینکه این تجارب چه تاثیری در مرحله پس از مصرف بر احساسات مصرف کنندگان می‌گذارد ، یکی از وظایف اصلی بازاریابان است.هدف از تحقیق حاضر بررسی جنبه های مختلف تجربه مصرف بر متغیرهای پس از مصرف(رضایت،شدت دلتنگی،ارتباطالت شفاهی،نیات رفتاری)  است. به منظور جمع آوری داده های پرسشنامه، در میان 385 نفر از دانشجویان دانشگاه آزاد اسلامی واحد مشهد، به روش نمونه گیری تصادفی طبقه ای متناسب با حجم توزیع گردید و جهت تجزیه تحلیل داده ها از روش تحلیل تاییدی عاملی و معادلات ساختاری با استفاده از نرم افزار AMOS استفاده گردید. این پژوهش از نظر هدف، کاربردی و از جهت شیوه جمع آوری داده ها پیمایشی محسوب میشود. بر اساس یافته های تحقیق، لذت جویی در تجربه مصرف تاثیر مثبتی بر رضایت،شدت دلتنگی ،نیت انجام تبلیغات شفاهی و قصد تکرار مجدد تجربه مصرف کنندگان دارد.هم چنین بعد فرار از واقعیات در تجربه مصرف تاثیر مثبتی بر شدت دلتنگی مصرف کنندگان دارد. از طرف دیگر ابعاد یادگیری و ارتباط(تجربه مشترک) در تجربه مصرف تاثیر مثبتی بر انجام تبلیغات شفاهی دارند،و بعد یادگیری در تجربه مصرف تاثیر مثبت بر نیت انجام تبلیغات شفاهی دارد هم چنین مشخص شد بعد جریان در تجربه مصرف  تاثیری بر شدت دلتنگی ندارد.

کلیدواژه‌ها

عنوان مقاله [English]

Surveying Influence of Different Aspects of Consume Experience on Post-consume Variables (Satisfaction, Sadness Intensity, Mouth-to-mouth Communication, and Behavioral Wills) (Case Study: Mashhad Azad University)

نویسندگان [English]

  • Ayda Parsa 1
  • Sahel Farrokhian 2

چکیده [English]

One of the main tasks of marketers is understand of consumers and their experiences about products and services and how their experiences influence their feelings. This paper aims to study influence of different aspects of consume experience on post-consume variables (satisfaction, sadness intensity, mouth-to-mouth communication, and behavioral wills). Random stratified sampling was done for data gathering of questionnaires distributed among 385 students of Mashhad Azad University. Confirmatory factor analysis and structural equation model were used for data analysis using AMOS software. This is functional survey. Findings show that pleasure in consume experience has positive influence on satisfaction, sadness intensity, will for oral advertisement, and intention for repetition of experience). Also, escaping from reality in consume experience has positive effects on sadness intensity of consumers. Learning and communication (common experience) in consume experience has positive influence on oral advertisement implementation. Also, . Learning in consume experience has positive influence on oral advertisement will.

کلیدواژه‌ها [English]

  • Consume Experience
  • Satisfaction
  • Sadness Intensity
  • Mouth-to-mouth Com-munication
  • Behavioral Wills
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دوره 14، شماره 9
بهار و تابستان 1396
صفحه 29-44