نقش رفتار اخلاقی کارکنان فروشگاه‌های ورزشی در رفتار خرید آنی مصرف‌کنندگان: با میانجی‌گری اعتماد و واکنش هیجانی مثبت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

2 دانشجوی دکتری مدیریت، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

چکیده

این پژوهش از نظر هدف، کاربردی و از نظر روش توصیفی-همبستگی با تاکید بر معادلات ساختاری بود. جامعه آماری پژوهش را مصرف‌کنندگان کالاهای ورزشی مجید تشکیل می‌دادند. روش نمونه‌گیری براساس نمونه‌گیری تصادفی صورت پذیرفت که بر این اساس پرسشنامه در بین مصرف‌کنندگان کالاهای ورزشی مجید به صورت الکترونیکی توزیع شد که نهایتا 150 پرسشنامه تکمیل و بازگشت داده شد. جمع‌آوری داده‌ها براساس پرسشنامه استاندراد هشت سوالی رفتار اخلاقی فروشندگان، پرسشنامه هشت سوالی اعتماد، پرسشنامه چهار سوالی واکنش هیجانی مثبت و پرسشنامه چهار سوالی خرید آنی صورت گرفت. جهت ارزیابی بیرونی مدل به بررسی پایایی ترکیبی، آلفای کرونباخ و روایی همگرا پرداخته شد و هم‌چنین برطبق معیار فرونل و لاکر، روایی واگرای مدل موردبررسی قرار گرفت که در همه معیارها مطلوب برآورده شد. تجزیه و تحلیل فرضیه‌ها با استفاده از نرم‌افزار PLS انجام شد. نتایج پژوهش نشان داد که تمامی فرضیه‌های پژوهش موردتایید واقع شدند و متغیر رفتار اخلاقی فروشندگان هم به‌صورت مستقیم و هم با میانجی‌گری اعتماد و واکنش هیجانی مثبت بر رفتار خرید آنی مصرف‌کنندگان تاثیر مثبت و معنادار دارد. با توجه به نتایج به‌دست‌آمده می‌توان اذعان نمود که تدوین معیارهای اخلاقی برای فروشندگان کالاهای ورزشی و تشویق آنان به پیروی از آن معیارها جهت ایجاد هرچه بیشتر اعتماد و واکنش هیجانی مثبت در بین مصرف‌کنندگان برای موفقیت در ترغیب مشتریان به انجام خریدهای آنی بیشتر، امری مهم و ضروری تلقی می‌شود.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Ethical Behavior of Sports Store Employees in Consumer Immediate Purchasing Behavior: Mediated by Trust and Positive Emotional Response

نویسندگان [English]

  • Hosein RahimiKalour 1
  • Seyed Mohammad Reza Movahed 2
1 Associate Professor. Faculty of Social Sciences. Mohaghegh Aradabili University. Ardabil. Iran
2 Ph.D Student in Business Management, Faculty of Social Sciences. Mohaghegh Aradabili University. Ardabil. Iran.
چکیده [English]

Today, ethical behavior and concepts are considered as one of the most important drivers of sales and establishing long-term relationships between companies and customers, especially companies that produce and sell sports products. Accordingly, in the present study, the role of ethical behavior of sports store employees in the immediate buying behavior of consumers was mediated by trust and positive emotional response among consumers of sports goods of Majid brand. The present study was applied in terms of purpose and in terms of descriptive-correlation method with emphasis on structural equations. The statistical population of the study consisted of consumers of Majid sports goods. Sampling method was based on random sampling, according to which the questionnaire was distributed electronically among consumers of Majid sports goods, and finally 150 questionnaires were completed and returned Data were collected based on the standard questionnaire of eight questions of ethical behavior of sellers, eight questions of trust, four questions of positive emotional response and four questions of instant purchase. For external evaluation of the model, the combined reliability, Cronbach's alpha and convergent validity were examined and also according to Fronel and Locker criteria, the divergent validity of the model was examined which was satisfied in all criteria. Hypothesis analysis was performed using PLS software. The results showed that all research hypotheses were confirmed and the variable of ethical behavior of sellers, both directly and through the mediation of trust and a positive emotional response, has a positive and significant effect on the immediate buying behavior of consumers. According to the obtained results, it can be acknowledged that developing ethical criteria for sellers of sports goods and encouraging them to follow those criteria to create more trust and positive emotional reaction among consumers to succeed in persuading customers to make more immediate purchases, is important and It is considered necessary.

کلیدواژه‌ها [English]

  • Salesmen Ethical Behavior
  • Impulse Purchase
  • trust
  • Positive Emotional Response
  • Sports shops
Abbasnezahd, S., Haghighi Kafash, M., & Sehat, S (2011). The relationship between ethical sales behavior and customers loyalty in life insurance (Case Study: An Insurance Company). Journal of Insurance Research, 24 (4), 131-159. (in Persian)
Adnan, A., saher, N., Naureen, H., Qureshi, S., & Khan, Y. N. (2013). What shapes Ethical Behavior of Sales Team? A case study of banking sector of Pakistan. Interdisciplinary Journal Of Contemporary Research In Business, 5(1), 424-442.
Aggarwal, P., Castleberry, S. B., Ridnour, R., & Shepherd, C. D. (2005). Salesperson empathy and listening: impact on relationship outcomes. Journal of Marketing Theory and Practice, 13 (3), 16-31.
Anshori, M., Wiwik Handayani, Muslich, Indrianawati Usman & Sri Wiwoho Mudjanarko. (2018). “Why are you happy with impulse buying? Evidence from Indonesia” Management Science Letters Canada 8, 283–292.
Aragoncillo, L., & Orus, C. (2018), Impulse buying behavior: An online-offline comparative and the impact of social media. Spanish Journal of Marketing-ESIC, 22 (1), 42-49.
Badgaiyan, A. J., & Verma, A. (2015). "Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors". Journal of Retailing and Consumer Services, 22, 145-157.
Bai, Y., Yao, Z., & Dou, Y. F. (2015), Effect of ssocial commerce factors on user purchase behavior: An empirical investigation from Renren.Com. International Journal of Information Management, 35 (5), 538-550.
Baker, J., Grewal, D., & Parasuraman, A. (1994). "The influence of store environment on quality inferences and store image". Journal of the academy of marketing science, 22(4), 328-339.
Bakhshizade, K., Khalili Roudi, M., & Rezaiean Akbarzadeh, S. (2016). Impact of personality traits and product involvement on clothing impulsive buying. Journal of Business Management, 8 (1), 29-46. (in Persian)
Beatty, S. E., & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74, 169-191.
Bellini, S., Cardinali, M. G., & Grandi, B. (2017), A structural equation model of impulse buying behavior in grocery retailing. Journal of Retailing and Consumer Services, 36, 164-171.
Bigne, I.E., & Andreu, L. (2004). Emotions in segmentation: an empirical study, Annals of Tourism Research, 31, (3), 682-696.
Chen, Y., Li, D., & Zhao, Z. (2020). Research on Product Recommendation and Consumer Impulsive Purchase Under Social Commerce Platform—Based on S-0-R Model. Advances in Social Science, Education and Humanities Research, volume 427, 5th International Conference on Social Sciences and Economic Development.
Chen, M. F., & Mau, L. H. (2009). “The impact of ethical sales behavior on customer loyalty in the life insurance industry”. The Service Industries Journal, 29, 59-74.
Choi, B., & Lee, I. (2017). Trust in open versus closed social media: The relative influence of user- and marketer-generated content in social network services on customer trust. Telematics and Informatics, 34, 550-559.
Dai, Y. N., Viken, G., Joo, E., & Bente, G. (2018). Risk assessment in e-commerce: How sellers' photos, reputation scores, and the stake of a transaction influence buyers' purchase behavior and information processing. Computers in Human Behavior, 84, 342-351.
Deldadeh Mehraban, E., Deldadeh Mehraban, E., & Ghamari, M. R. (2019). Investigating the Mediating Role of Customer Satisfaction in the Relationship between Seller Professional Ethics and Customer Commitment in Gorgan Sporting Goods Stores. 6th National Conference on Sport Science and Physical Education, Tehran. 1-12. (in Persian).
Donovan, R.J., & Rossiter, J.R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 4 (8), 34-57.
DV Parboteeah, JS Valacich, JD Wells. (2009). The influence of website characteristics on a consumer ' s urge to buy impulsively,Inf. Syst, Res., 20, 60-78 https://doi.org/10.1287/isre.1070.0157.
Fayyazi, M., & Moddaresnia, S. M. (2017). The Development of Marketing and Salesforce Ethical and Behavioral Standards in the Ghasem Iran Distribution Company. New Marketing Research Journal, 7 (3), 125-140. (in Persian)
Flight, R. L. (2012). Feeling the urge: Affect in impulsive and compulsive buying. Journal of Marketing Theory and Practice, 20 (4), 453-466.
Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
Geddes, H. B. (2017). Integrity or Compliance Based Ethics: Which Is Better for Today’s Business? Scientific Research Publishing, 5420-429.
Ghanbari, M., Bagheribaghan, F., & Teymoorzadeh, V. (2015). the relationship between organizational ethics and institutionalization of organizational citizenship behavior. Future of Management, 1 (25), 115-124. (in Persian)
Gholami Fesharaki, M., Aghamiri, M., & Mohamadian, M. (2013). Effect of manager leadership behavior and demographical factors on job satisfaction of military healthcare personnel. Journal Mil Med, 15 (1), 37-42. (in Persian)
Gholami Torkesaluye, S., Mohammadi, M., & Abdollahi, M. H. (2020). Role of vendor ethics and creativity in the relationship between customer and consumer satisfaction in sportswear. Sport Marketing Studies, 1 (1), 1-18. (in Persian)
Gopalkrishnan R. Iyer, Markus Blut, Sarah Hong Xiao & Dhruv Grewal . (2019). Impulse buying: a meta-analytic review, Journal of the Academy of Marketing Science https://doi.org/10.1007/s11747-019-00670- w.
Hasanzadeh, A., & Kazemnezhad, M. (2010). A study of sales and marketing of life insurance in Iran. Abstracts of the Third Conference on Improving the Business Environment of the Insurance Industry. Tehran, 6-10.
Henseler, J., Ringle, CM., & Sinkovics., R. R. (The use of partial least squares (2009). path modeling in international marketing. Advances in International Marketing, 20. 277–319.
Hsu, M. H., Ju, T. L., Yen, C. H., & Chang, C. M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal of Human-Computer Studies, 65 (2), 153–169.
Husnain, M., & Akhtar, M. W. (2016). Impact of Branding on Impulse Buying Behavior: Evidence from FMCG's Sector Pakistan. International Journal of Business Administration, 7 (1), 59.
Isen, A. M. (1984). "The influence of positive affect on decision making and cognitive organization". Advances in consumer research, 11 (1), 534-537.
Jogchul, P., Hangoon, L., & Chankon, K. (2014). corporate social responsibilities, consumer trust and corporate reputation: south Korean consumers' perspectives, Journal of Business Research, 67, 295-302.
Khawaja, L. (2018). Factors influencing Consumer Behavior toward Impulse Buying. journal of Applied Research, 1 (12), 342-349.
Khweni, F., Dodange, S., & Afshar, p. (2017). Investigating the ethical sales behavior on loyalty with the mediating role of satisfaction and trust of Iranian insurance customers. Quarterly Journal of Management and Accounting Studies, 3 (2), 76-84. (in Persian)
Kiamjoory D., & Eshaghnimoori SH. (2014). Gap analysis between dimensions of verbal work ethics and govern work ethics. Ethics in Science and Technology, 2 (9): 59-68. (in Persian)
Kim, Y. K. (2008). “Relationship framework in sport management: How relationship quality affects sport consumption behaviors”. Doctoral Dissertation, University of Florida, Gainesville, Florida, USA, p: 164.
Kim, Y. K., Trail, G., & Ko, Y. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management, 25 (6), 576-92.
Kongakaradecha, S., & Khemarangsan, A. (2012). A pilot study of impulse buying behavior in Bangkok, Thailand. In Proceedings of the 2nd National and International Graduate Study Conference, Bangkok, Thailand, 148-164.
Kumar, R. (2017). Ethics and its High Valued in Business World. Journal of Public Policy & Environmental Management. Journal of Public Policy & Environmental Management, 1 (1), 1- 7.
Laluha, G., & Miri, A. (2019). The study of the role of transactional interactions on the consumer's immediate consumer buying behavior in the studied social trade. Journal of Development Evolution Management, 37, 77-86. (in Persian)
Leninkumar, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty, International Journal of Academic Research in Business and Social Sciences, 7 (4), 450-465.
Liang, Y. P. (2012). The relationship between consumer product involvement, product knowledge and impulsive buying behavior. Procedia-Social and Behavioral Sciences, 57, 325-330.
Liao, C., To, P. L., Wong, Y. C., Palvia, P., & Kakhki, M. D. (2016), The impact of presentation mode and product type on online impulse buying decisions. Journal of Electronic Commerce Research, 17 (2), 153.
Lin, Y. H., & Chen, C. F. (2013). Passengers' shopping motivations and commercial activities at airports–the moderating effects of time pressure and impulse buying tendency, Tourism Management, 36, 426-434.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.
Lucas, M., & Koff, E. (2014), “The role and of self-perceived attractiveness in impulse buying in women”, Personality and Individual Differences, 56, 111-115
Madhani, P. M. (2014). “Compensation, ethical sales behavior and customer lifetime value”, Compensation and Benefits Review, 46 (4), 204-218.
Mahajan, A., & Mahajan, A. (2016). Code of Ethics Among Indian Business Firms: A Cross-sectional Analysis of Its Incidence, Role and Compliance. Paradigm, 20 (1), 14–35.
Mahmoodi, A., Kashkar, S., Soltani, M., & Eslami, A. (2015). The Relationship between Sporting Goods Salespersons’ Work Ethics and Developing Close Relations between Customers and Salespersons. 3 (10), 21-33. (in Persian)
Maleki, M., Karimnia, Z., & Dehghani, M. (2015). Impulse purchase in retail environment within the framework of the studied SOR model: Cosmetic stores in Tehran. Consumer Behavior Studies Journal, 2 (2), 45-59. (in Persian)
Mittal, S., Sondhi, N., & Chawla, D. (2018), Process of impulse buying: A qualitative exploration. Global Business Review, 19 (1), 131-146.
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47 (10), 1711-1732.
Mohsenin, S., & Esfidani, M. R. (2013). Structural equations based on the partial least squares approach using Smart-PLS software. Tehran: Mehraban book.
Morgan, R.M. and Hunt, S.D., 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), pp. 20-38.
Najafzadeh, M. R., Abdolhoseinzadeh, A., Mokhtari, L., & Babazadeh, M. (2018). The effect of brand equity and trust in sports brands on the decision of customers to buy sports goods at the level of the General Directorate of Sports and Youth of East Azerbaijan Province. Business Management Quarterly, 10 (37), 131-146. (in Persian)
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92-103.
Pooryanasab, A. (2001). Professional ethics. Accountant; 1(14): 18-22. (in Persian)
Priyanka, V., & Rooble, V. (2012). “An on-field-survey of the impulse buying behavior of consumers in consumer non-durable sectors in the retail outlets in the city of Indore, India”. Research Journal of Management Sciences, 1 (4), 1-5.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22 (3), 305-313.
Rook, D. W., & Gardner, M. P. (1993). "In the mood: impulse buying’s affective antecedents". Research in consumer behavior, 6 (7), 1-28.
Ruvio, A. A., & Belk, R. W. (2013). The Routledge companion to identity and consumption. Routledge.
Sadeghi Boroujerdi, S., & Mansouri, H. (2020). Presenting a Conceptual Model of Sports Goods Sellers' Key Characteristics. Consumer Behavior Studies Journal, 7 (1), 145-159.
Sadeghi Boroujerdi, S., Husin, M., Mansouri, H., & Alavi, A. (2020). Crafting a Successful Seller-Customer Relationship for Sports Product: AHP Fuzzy Approach. New Approaches in Sport Sciences (NASS), 2 (3), 53-78.
Shahpouri, L., Yazdani, N., & ghazizadeh, M. (2017). Identifying the Relationship between Sociability Features of Sellers, Store Interior and Impulse Buying Behavior of Customers (Case Study: Shahrvand Chain Stores in Tehran). New Marketing Research Journal, 7 (1), 75-92. (in Persian) 
Sharifipour, A., Bastam, H., Hoseinzadeh, A., & Pooya, A. (2020). Characteristics and Consumer Behavior and Its Impact on Instant Purchase (Case Study: Mashhad Chain Stores). Ethical research, 11 (1), 153-172. (in Persian) 
Shirazibasirir, T. (2016). Investigating the effective factors on the desire to buy immediately and its effect on consumer buying behavior in Isfahan Hyperstar Collection. Master Thesis, Faculty of Management and Economics, Sheikh Baha'i University.
Shuh Lii, Y., & Sy, E. (2009). “Internet differential pricing: Effects on consumer price perception, emotions, and behavioral responses”, Computers in Human Behavior, 25 (3). 770-777.
Sindhu, M., & J. Kloep, M. (2020). Store Environment and Impulsive Buying: The Changing Dynamics of Consumer Behavior. Journal of Southwest Jiaotong University, 55 (4), 1-16.
Srivastava, M., & Rai, A. K. (2018). Mechanics of engendering customer loyalty: A conceptual framework. IIMB Management Review, 30 (3), 207-218.
Sumetha, M. M., & Vasanthi, S. (2016). Factors Influencing Online Impulsive Buying Behaviour. Associate Professor Tiruchirappalli.
Sun, Y., Liu, L., Peng, X., Dong, Y., & Barnes, S. (2014). Understanding Chinese usrrs’oonnnnuanee nnnnntoon towrrd oniine social networks: An integrative theoretical model. Journal of Electronic Markets, 24 (1), 57–66.
Taghipourian, M., Kasiri, S., & Shakiba, A. (2020). The impact of social factors on the intention of customers in social networks via trust in the seller and the product. Journal of Marketing Management, 15 (48), 33-45. (in Persian)
Tojari, F., & Turkfar, A. (2012). The effect of friends, social status and family on the motivation of attracting spectators to the matches of the Iranian Football Premier League. Quarterly Journal of Contemporary Research in Sports Management (Scientific- Research), 1 (2), 79-88.
Tuan, N. M. (2015). The impact of ethical sales behavior on customer loyalty: A case from Vietnam. International Journal of Business and Management, 10 (3), 152-168.
Van Tonder, E., & Petzer, D. J. (2018). The interrelationships between relationship marketing constructs and customer engagement dimensions. The Service Industries Journal, 38 (13–14), 948–973.
Vazifehdoost, H., Kia, A., & Jafari, M. (2015). Evaluation of the Influence of Environmental Factors, Personality Traits, Hedonic Consumption and Positive Feeling on Impulsive Purchase. Journal of Applied Environmental and Biological Sciences, 5 (7).
Vazquez, D., Wu, X., Nguyen, B., Kent, A., Gutierrez, A., & Chen, T. (2020), Investigating narrative involvement, para social interactions, and impulse buying behaviors within a second screen social commerce context, International Journal of Information Management, 53, 102135.
Weinberg, P., & Gottwald, W. (1982). "Impulsive consumer buying as a result of emotions". Journal of Business research, 10 (1), 43-57.
Yu, C., & Bastin, M. (2010). "Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace". Journal of Brand Management, 18(2), 105-114.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2019). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 106178. (in Persian)