القيمة المدركة من زيارة المعارض التجارية وعلاقتها بشعور المستهلك بالندم على الزيارة والشراء

نوع المستند : المقالة الأصلية

المؤلف

جامعة مصر للعلوم والتکنولوجيا

المستخلص

تشير الدراسات السابقة إلى تأثير بعض العوامل التسويقية المجتمعة ببيئة المعارض والأحداث الخاصة في تشكيل السلوك الشرائي للمستهلك، واحتمالية استثارة مشاعر الندم بعد الزيارة أو الشراء، ومن ثم تتمثل المشكلة البحثية في محاولة قياس وفهم تأثير القيمة المدركة للجمهور من زيارة المعارض التجارية بأبعادها الأربعة (قيمة تنظيمية- قيمة تثقيفية- قيمة متعة التسوق- قيمة تكلفة الحضور)، في شرائهم الاندفاعي للمنتجات بهذه المعارض، وما قد يتبع هذا الاستهلاك الاندفاعي أو العفوي من شعور بالندم.
وتوصلت الدراسة، التي أُجريت على (409) مبحوثين، باستخدام الاستبانة الإلكترونية، إلى جانب عقد مجموعتي نقاش مركزتين؛ إلى وجود علاقة ارتباطية بين قيمة واحدة فقط من بين القيم المدركة للمبحوثين بالمعارض التجارية، وهي تكلفة حضور الحدث، وشرائهم الاندفاعي بها، ووجود علاقة ارتباطية ضعيفة بين إدراك المبحوثين لقيم زيارتهم للمعارض التجارية ونوايا تكرار الزيارة المستقبلية، بينما كشفت النتائج عن عدم وجود علاقة ارتباطية دالة إحصائيًا بين إدراك المبحوثين لقيم زيارتهم للمعارض التجارية وشعورهم بالندم على حضورها.
وأشار معظم المبحوثين بمجموعتي النقاش إلى اتخاذ إجراءات تصعيدية لمواجهة الندم بعد الشراء بالمعارض التجارية؛ تتناسب طرديًا مع مقدار الغش والخداع بالمنتج، واتفق أغلب المبحوثين على بدء هذه الإجراءات بإلقاء اللوم والذنب على النفس، ثم التوجه للعارض ومحاولة استبدال واسترجاع المنتج المعيب، ثم تحرير شكوى بجهاز حماية المستهلك في حالة رفض الحلول الودية، وأخيرًا أشار مبحوثان اثنان إلى اتجاههما نحو نشر تجربتهما السيئة مع المنتج والعارض بوسائل التواصل الاجتماعي.
 
 

الكلمات الرئيسية

الموضوعات الرئيسية


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