مطالعات نوین در مدیریت و سازمان

مطالعات نوین در مدیریت و سازمان

بررسی تأثیر پخش موسیقی بر رفتار مشتریان در فروشگاه‌های زنجیره‌ای افق کوروش شهر زاهدان

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی کارشناسی ارشد، گروه مدیریت، دانشگاه آزاد اسلامی واحد زاهدان، زاهدان، ایران.
2 استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد زاهدان، زاهدان، ایران.
چکیده
پخش موسیقی در فضای فروشگاه‌ها یکی از روش‌های نوین برای جذب مشتری و ماندگاری بیشتر او در فروشگاه است که امروزه خرده‌فروشی‌های بزرگ از این روش بسیار استفاده می‌کنند. هدف این پژوهش بررسی تأثیر پخش موسیقی بر رفتار مصرف کنندگان در فروشگاه‌های زنجیره‌ای افق کوروش شهر زاهدان است. پژوهش حاضر از حیث روش‏شناسی یک مطالعه توصیفی و کاربردی است که به‏صورت مقطعی به بررسی پدیده‏های مورد بررسی پرداخته است. جامعه آماری این پژوهش شامل 460 نفر از مشتریان فروشگاه زنجیره‌ای افق کوروش شهر زاهدان است که براساس فرمول کوکران 210 نفر به عنوان نمونه آماری انتخاب شدند. جهت انجام این پژوهش از پرسشنامه‌های موسیقی افشانی و اسلامیان (1399) و رفتار مصرف کننده ولین و همکاران (2012) استفاده گردیده است. جهت تحلیل داده‌ها از نرم‌افزار SMART-PLS در دو سطح آمار توصیفی و استنباطی استفاده شد. تجزیه و تحلیل داده‌ها با استفاده از مدل‌سازی معادلات ساختاری نشان داد با توجه به اینکه مقدار t بین متغیرهای موسیقی به رفتار مصرف‌کننده 738/14 است که مقداری بیشتر از 96/1 دارند، بنابراین ارتباط بین متغیر برون‌زای موسیقی بر روی متغیر درون‌زا و وابسته رفتار مصرف کننده در سطح اطمینان 95/0 تأیید می‌شود. پس می‌توان نتیجه گرفت پخش موسیقی بر رفتار مصرف‌کنندگان در فروشگاه‌های زنجیره‌ای افق کوروش زاهدان تأثیر معناداری دارد. این پژوهش نشان داد که موسیقی با تأثیر گذاشتن بر ذهن مصرف‌کنندگان، بر درک آنها از محیط مؤثر بوده و باعث افزایش فروش می‌شود.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating the Effect of Playing Music on Customers' Behavior in Chain Stores of Ofogh Korosh in Zahedan

نویسندگان English

Soudabeh Keikhai 1
Bahareh Naseri 2
1 MSc. Student, Department of Management, Islamic Azad University, Zahedan Branch, Zahedan, Iran.
2 Assistant Prof., Department of Management, Islamic Azad University, Zahedan Branch, Zahedan, Iran.
چکیده English

Playing music in stores is one of the new ways to attract customers and make them stay longer in the store, which is widely used by large retailers today. The purpose of this research is to investigate the effect of playing music on the behavior of consumers in chain stores of Ofogh Korosh in Zahedan city. In terms of methodology, the current research is a descriptive and applied study that has investigated the investigated phenomena cross-sectionally. The statistical population of this research includes 460 customers of the chain store of Ofogh Korosh in Zahedan city, of which 210 people were selected as a statistical sample based on the Cochran formula. In order to conduct this research, Afshani and Islamian's music questionnaires (2019) and Valin et al.'s (2012) consumer behavior questionnaires were used. In order to analyze the data, SMART-PLS software was used in two levels of descriptive and inferential statistics. Data analysis using structural equation modeling showed that the t value between music variables and consumer behavior is 14.738, which has a value greater than 1.96, so the relationship between the exogenous variable of music on the endogenous and dependent variable of behavior The consumer is confirmed at the confidence level of 0.95. So, it can be concluded that playing music has a significant effect on the behavior of consumers in chain stores of Ofogh Korosh Zahedan. This research showed that music affects the minds of consumers, affects their understanding of the environment and increases sales.

کلیدواژه‌ها English

Music
Consumer Behavior
Chain Stores
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  • تاریخ دریافت 01 فروردین 1403
  • تاریخ بازنگری 24 فروردین 1403
  • تاریخ پذیرش 29 خرداد 1403
  • تاریخ انتشار 29 خرداد 1403