
تعداد نشریات | 31 |
تعداد شمارهها | 1,032 |
تعداد مقالات | 9,137 |
تعداد مشاهده مقاله | 10,469,858 |
تعداد دریافت فایل اصل مقاله | 8,641,742 |
شناسایی عوامل موثر بر رفتارخرید دانش آموزان مصرفکننده بازی-های رایانهای (مورد مطالعه: دانشآموزان ابتدایی مدارس شهر اهواز) | ||
علوم تربیتی | ||
مقاله 7، دوره 25، شماره 2، اسفند 1397، صفحه 131-152 اصل مقاله (746.45 K) | ||
نوع مقاله: علمی- پژوهشی | ||
شناسه دیجیتال (DOI): 10.22055/edu.2018.21076.2409 | ||
نویسندگان | ||
سارا محمدی* 1؛ عبدالهادی درزیان عزیزی1؛ اکرم ایدون2 | ||
1عضو هیات علمی گروه مدیریت، دانشگاه شهید چمران اهواز | ||
2دانشجوی کارشناسی ارشد مدیریت، دانشگاه شهید چمران اهواز | ||
چکیده | ||
یکی از مهمترین موضوعات بازاریابی، مطالعهی رفتار مصرف کننده است؛ بدیهی است کودکان نیز جدا از این مقوله نیستند. این مطالعه با هدف تعیین عوامل موثر بر انتخاب و رفتار خرید بازی-های رایانهای توسط کودکان انجام شده است. جامعه آماری این پژوهش دانش آموزان مدارس ابتدایی شهر اهواز می باشد که به دلیل بزرگی و دشواری دسترسی به همه آنها، تعداد 400 دانش آموز 7 تا 12 سال به عنوان نمونه به روش نمونه گیری تصادفی خوشه ای انتخاب شدند. برای گردآوری داده ها از پرسشنامه های معتبر دارای روایی و پایایی استفاده شده است. نتایج حاصل از تجزیه و تحلیل دادهها به روش مدلسازی معادلات ساختاری نشان داد که عواملی چون، والدین، همسالان، ظاهر محصول، قیمت، رسانه، تبلیغات بر رفتار خرید کودک اثر مثبت و معناداری دارند. اما میزان قابلیت و راحتی دسترسی به محصول بر رفتار خرید کودک تاثیر معناداری ندارد. همچنین نتایج نشان داد کودکان دختر و پسر رفتار خرید متفاوتی دارند. | ||
کلیدواژهها | ||
بازی های رایانه ای؛ رفتار خرید کودک؛ عوامل آمیخته محصول؛ عوامل فردی؛ عوامل محیطی | ||
مراجع | ||
Abdollahi, R., & Rasoulizadeh Tabatabaei, K. (2013). The Impact of Computer Games on Personality Characteristics and Adolescent Adaptation, Journal of Women Police Officer research, 7 (18), 84-106. [Persian] Abdolvand, M.A. Zamani Moghadam, A. Dehghani Samani, N. (2012). Examining the behavior of the child at the consumer's place, Journal of Business Management, 4 (3), 103-120. [Persian] Aghababaei, A., Abdollahi, R., Bagheri, S., & Bagheri, M. (2012). Effects of psycho- social gaming on students school student studying in the academic year Laran 91-1390, The First Congress of Cyber Space and Social Problems, December/9th/ 2012, Tehran, Iran. [Persian] Azar, A., & Momeny, M. (2016). Statistics & its Application in Management (Statistical Analysis), third edition, Tehran: SAMT Pub. [Persian] Budzanowska-Drzeweika, M. (2011). Social Conditioning of purchasing decisions of 9-11 year-old consumers. Journal of Customer Behaviour, 10 (2), 143-160. Caruana, A. & Vassallo, R. (2003). “Childrens perception of their influence over purchases the role ofparental communication patterns”, Journal of Consumer Marketing, 20 (1), 55-66. Danaee fard, H., Alvani, S. M., & Azar, A. (2016). Methodology of Quantitative Research in Management, 11th edition, Saffar publishing. [Persian] Dehghani Samani, N. (2014). The Child in Role of As Concumer, Tehran: Debizesh Pub. [Persian] Dotson, M. J., & Hyatt, E. M. (2005). Major influence factors in children’s consumer socialization.Journal of Consumer Marketing, 22 (1), 35-42. Fan. J., & Li, W. (2010). Across-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review, 13 (5), 76-97. Fardin, M. A. & Shirazi, M. (2016). Comparing Social Support in Adolescents Interested in Different Types of Computer Games, Journal of Health Education and Health Promotion, 4 (1), 65-74. ([Persian] Gunther, B. (2017). The effect of video and computer games on children, Translated by: Pourabedi Naeini, S.H. 4th edition, Tehran: Javane Roshd Pub. [Persian] Hameed, A., Waqas, A., Naz Aslam, M., Bilal, M. & Umair, M. (2014). Impact of TV Advertisement on Children Buying Behavior. International Journal of Humanities and Social Science. 4 (2), 246-261. Heidarzadeh, K., & Motamedi, N. (2007). Exploring the Role of Parental Communication Patterns about Children’s Perception of their Influence over Purchases, Journal of Marketing Management, 2 (2), 17-34. [Persian] Hooman, H. A. (2016). Structural Equation Modeling with Lisrel Application, 7th edition, SAMT Publishing. [Persian] Ike-Elechi, O., & Rebecca, J. (2009). “How packaging affects the product preferences of children and the buyer behaviour of their parents in the food industry”, Young Consumers, 11 (1), 77-89. Ironico, S. (2012). The active role of children as consumers, Journal of Customer Behaviour, 13 (1), 30-44. Manteghi, M. (2001). Examining the Consequences of Video Games- Computer, Tehran: Culture & Knowledge Pub. [Persian]Mavrogiannis, M., Bourlakis, M. A., Dawson, P. J., Ness, M. R. (2008). Assessing export performance in the Greek food and beverage industry: An integrated structural equation model approach. British Food Journal, 11(7), 638-654. Mehri, M. (2002). The effects of violent computer games on students' behavior in primary and secondary schools in Tehran City, Research Project of Education Organization in Tehran. [Persian] Miarrostami, M., & Kheiry, B. (2014). Impact of Product Packaging and Family Communication Patterns on Children and Parents Buying Behavior (Children and Parents Who Go Shopping in Entertainment and Shopping Centers), Journal of Marketing Management, 9 (24), 19-48. [Persian] Moun, J., & Minor, M. (2016). Consumer Behavior, Translated by Heidarzadeh, K., 4th edition, Tehran: Mehraban Pub. [Persian]Ogba, I., & Johnson, R. (2014). How packaging affects the product preferences of children and the buyer behaviour of their parents in the food Industry, Young Consumers, 11 (1), 77-89. Ozgen, O. (2003). An analysis of child consumers in Turkey, International Journal of Consumer Studies, 27 (5), 366 -380. Peter, P. & Olson, J., (2007), Consumer Behaviour and Marketing Strategy, 8th Edition, Mcgraw-hill/Irwin. Pishva, S. (2010). Identify the Effect of Marketing Mix on Parents' Purchasing Decisions for Children, Thesis of MSc Degree, Allameh University, Faculty of Management & Accounting. [Persian] Priya, P., Baisya, R. K. & Sharma, S. (2010). Television advertisements and children’s buying behaviour, Marketing Intelligence & Planning, 28 (2), 151-169. Ramayah, T., Jason, W. L., & Mohamad, O., (2010). Green product purchase intention: some insights from adveloping country, Resources, Conservation and Recycling, 54 (12), 1419-1427. Senobar, N., Totonchi, M., & Asadpour, A. (2014). Influence of environmental advertising and emotional advertising on consumer attitudes behavior, National Conference of New Appraoch of Business Management, November/20th/ 2014, Tabriz University, Iran. [Persian] Seo, S., & DaCosta, B. (2015). Predicting Video Game Behavior: An Investigation of the Relationship Between Personality and Mobile Game Play, Games and Culture, 5 (10), 481-501. Tahir, I., Jiuchang, W., Zaryab, S., Zahid, H., & Rauf, I. (2017). Determinants of compulsive buying behavior among young adults: The mediating role of materialism, Journal of Adolescence, 61 (2017), 117–130. Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing, 23 (4), 448-472. Zarei, A., & Siahsaraei Kajoori, M.A. (2017). Explain the role of children in family purchase decisions based on the parent clusters with a market-oriented approach, Organizational Resources Management Research, 7 (2), 81-107. [Persian] | ||
آمار تعداد مشاهده مقاله: 928 تعداد دریافت فایل اصل مقاله: 721 |