الگوی ساختاری سرمایه‌ گذاری روانی مشتری و رضایت ربوده‌ شده: نقش میانجیگر مخاطره ادراکی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار و عضو هیات علمی دانشگاه گیلان

2 کارشناسی ارشد مدیریت دانشگاه گیلان

چکیده

هدف: هدف پژوهش تعیین الگوی ساختاری نقش سرمایه‌ گذاری روانی مشتری در تغییرات رضایت ربوده‌ شده با میانجیگری مخاطره‌ ادراکی مشتریان بود. روش: روش پژوهش همبستگی و جامعه آماری کلیه خریداران و بازدیدکنندگان فروشگاه‌های لوازم ‌خانگی شهر مشهد مقدس در سال 1396 بود که به ‌اندازه جمعیت شهر، 5 میلیون نفر در نظر گرفته شد. برای تعیین حجم نمونه از فرمول کوکران استفاده و پرسشنامه سرمایه ‌گذاری روانی مشتری بوگل، بانک و ورهاف (2010)، رضایت ربوده‌ شده شودرلاند، برگ و رینگبو (2014) و مخاطره ادراکی سان (2014) بین 360 آزمودنی در مناطق مختلف 17 گانه شهر مشهد توزیع و پس از حذف 6 داده‌ پرت تعداد 354 پرسشنامه با استفاده از روش همبستگی و الگویابی معادلات ساختاری تحلیل شد. یافته‌ها: نتایج نشان داد که در سطح 99 درصد اطمینان سرمایه‌ گذاری روانی بر متغیرهای رضایت ربوده‌ شده (59/0 =β) و مخاطره ادراکی (58/0 =β) و نیز متغیر مخاطره ادراکی (53/0=β) بر رضایت ربوده ‌شده تأثیر مثبتی دارد و مخاطره ادراکی نقش میانجیگر را در رابطه بین سرمایه ‌گذاری روانی و رضایت ربوده‌ شده ایفا می­کند (30/0 =β). نتیجه‌گیری: از آنجا که نتایج تحقیق نشان می‌دهد که رضایت ربوده شده تحت تأثیر سرمایه گذاری روانی و ریسک ادراکی مشتریان است؛ لذا این فروشگاه‌ها برای از دست ندادن مشتریان راضی خود لازم است؛ با کاهش مخاطره ادراکی مشتریان، میزان سرمایه ‌گذاری روانی آن‌ها را بالا نبرند.

کلیدواژه‌ها

عنوان مقاله [English]

The structural model of customer’s psychological investment and rubbed satisfaction: mediating role of perceived risk

نویسندگان [English]

  • Mohsen Akbari 1
  • Mohammad Hasan Gholizadeh 1
  • Meysam Masoudifar 2
  • Javad Ghaemi 2
1 Faculty Member, University of Guilan
2 Master of Business Administration, University of Guilan
چکیده [English]

Aim: Purpose of this study was to determine the structural model of the effect
of customer’s psychological investment on the changes in rubbed satisfaction
with the mediating role of the customer's perceived risk. Methods: The
research method was correlational and the statistical population consisted of
all buyers and visitors of appliance stores in the City of Mashhad in North
Eastern Iran (N= five million according to 2017 census). To determine the
sample size, Cochran’s formula was used and Customers’ Psychological
Investment Questionnaire (Bügel, Buunk, and Verhoef, 2010), Customer’s
Rubbed Satisfaction Questionnaire (Sunderland, Berg, and Ringbo, 2014) and
Customer's Perceived Risk Questionnaire (Sun, 2014) were distributed
among 360 participants in different areas of the 17 municipality districts of
Mashhad and after deletion of outlier data, 354 questionnaires with
correlation and structural equation modeling (SEM) were analyzed. Results:
Results indicated that customer’s psychological investment had a positive and
significant effect on satisfaction (β=0.59) and perceived risk (β=0.58). In
addition, perceived risk (β=0.53) had a direct and positive effect on
customer’s rubbed satisfaction. Furthermore, customer’s perceived risk
(β=0.30) had a mediating role in the relationship between customer
psychological investments and customer’s rubbed satisfaction satisfaction.
Conclusion: Since rubbed satisfaction is affects both customers’
psychological investment and perceived risk, in order to prevent losing
satisfied customers, appliance stores, should decrease their perceived risk and
not increase their psychological investment. 

کلیدواژه‌ها [English]

  • perceived risk
  • psychological investment
  • rubbed satisfaction

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