نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشجوی دکتری، مدیریت بازرگانی و راهبردی، گرایش مدیریت بازاریابی، دانشگاه الزهرا (س)، تهران، ایران

10.22054/tms.2022.64989.2651

چکیده

هدف پژوهش بررسی تأثیر پیامهای کمیابی بر انگیزه خرید ناگهانی و رفتار خرید ناگهانی گردشگران هنگام رزرو آنلاین با نقش تعدیلگری تجربه سفر میباشد و بر مبنای هدف کاربردی و از نظر طرح پژوهش، کمی، از روش توصیفی- تحلیلی می-باشد. ابزار گردآوری داده‌ها پرسشنامه‌ و جامعه آماری پژوهش گردشگرانی بوده‌اندکه تجربه‌ی رزرو محصولات گردشگری آنلاینداشته‌اند. طبق جدول 384 نمونه انتحاب گردید. برای آزمون فرضیه‌ها از مدلسازی معادلات ساختاری استفاده شده و تجزیه وتحلیل‌ها با استفاده از نرم‌افزار WARP PLS انجام شده است. نتایج نشان داد پیامهای کمیابی مبتنی بر زمان محدود بر انگیزه خرید ناگهانی، انگیزه خرید ناگهانی بر رفتار خرید ناگهانی، پیامهای کمیابی مقدار مبتنی بر تقاضای زیاد بر انگیزه خرید ناگهانی و همچنین پیامهای کمیابی مقدار مبتنی بر عرضه کم بر انگیزه خرید ناگهانی تأثیر مثبت و معنادار دارد. اما تجربه سفر در رابطه بین پیام‌های کمیابی مبتنی بر زمان محدود و انگیزه خرید ناگهانی نقش تعدیل‌گری ندارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of Scarcity Messages on Impulsive Buying Motivation and Impulsive Buying Behavior of Tourists when Booking Online (Moderating Role of Travel Experience)

نویسندگان [English]

  • Mohammad Reza Karimi Alavijeh 1
  • Maryam Golestani 2

1 Associate Professor, Department of Business Management, Allameh Tabataba’i University, Tehran, Iran

2 PhD Student, Business and Strategic Management, Marketing Management Trend, Al-Zahra University, Tehran, Iran

چکیده [English]

The purpose of study is to investigate the effect of scarcity messages on impulsive buying motivation and tourists' impulsive buying behavior when booking online with the moderating role of travel experience. Data collection tools were a questionnaire and the statistical population of the study were tourists who had no experience in booking tourism products online.384, samples were selected. Structural equation modeling was used to test the hypotheses and WARP PLS software.The results showed that time-limited scarcity messages on impulsive buying motivation, impulsive buying motivation on impulsive buying behavior, high demand based scarcity messages on impulsive buying motivation and also low supply-based scarcity messages on impulsive buying motivation had a positive and significant effect. But travel experience has no moderating role in the relationship between time-limited scarcity messages and impulsive buying motivation, and this hypothesis has been rejected. Finally, according to the research results, research and executive suggestions are presented.

کلیدواژه‌ها [English]

  • scarcity
  • impulsive buying motivation
  • impulsive buying behavior
  • Travel Experience
  • online booking
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