نوع مقاله : مقاله پژوهشی
نویسنده
مدیریت بازرگانی، ادبیات وعلوم انسانی، دانشگاه آزاداسلامی واحدهمدان، همدان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Mysterious consumption is the half-hidden part of consumer behavior that knowing it and using different stimuli to stimulate this phenomenon can be efficient for brands and companies that produce new and innovative products. Therefore, the current research was conducted with the aim of identifying and analyzing the reasons and consequences of mysterious consumption. The present research is an exploratory research in terms of practical purpose in terms of gathering information. Also, this research is a type of mixed qualitative and quantitative research based on comparative and inductive philosophy. The statistical population of the research is the experts who were selected by purposeful sampling and based on the principle of theoretical adequacy. The data collection tool is in the qualitative part of the interview, the validity and reliability of which was confirmed using content validity and theoretical validity and intra-coder and inter-coder reliability methods. Also, the tool for collecting information in the quantitative part is a questionnaire, whose validity and reliability were confirmed using the content validity and reliability of the test. Qualitative data were analyzed by content analysis method and quantitative data were analyzed by fuzzy cognitive map method. The results of this research indicate that uncertainty seeking and tolerability against uncertainty, excitement seeking and emotional arousal and having an adventurous and challenging personality type are the most important reasons for mysterious consumption. Also, arousal and the creation of pleasurable experiences were identified as the most important positive consequences, and the creation of emotional neglect and lack of cognitive regulation of emotions were identified as the most important negative consequences of mysterious consumption.
کلیدواژهها [English]
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