مقایسه نقشه ذهنی خریداران آنلاین و آفلاین پوشاک با استفاده از تکنیک استعاره های استخراجی زالتمن (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه توسعه فناوری باعث ایجاد رفتارهای جدیدی در مصرف کنندگان شده است که رشد خرید محصولات به صورت آنلاین تنها یکی این رفتارهاست. در پژوهش حاضر تلاش شده است چرایی رفتار خریداران آنلاین و آفلاین پوشاک با استفاده از تکنیک استعاره های استخراجی زالتمن بررسی و نتایج مربوط به بخش آنلاین و آفلاین مقایسه شود. پژوهش حاضر به لحاظ هدف از نوع تحقیقات کاربردی و به لحاظ جهت گیری توصیفی-پیمایشی است. جامعه مطالعه شده دانشجویان دانشکده مدیریت دانشگاه علامه طباطبائی بوده است. داده های لازم برای اجرای این پژوهش با روش زیمت و انجام دادن مصاحبه های نیمه ساختاریافته از ۱۹ دانشجو جمع آوری شده است که ۹ نفر از آنان ضمن اعتماد بیشتر به فروشگاه مجازی، جست وجو پوشاک، کسب اطلاعات و خرید آن از این فروشگاه و 10 نفر دیگر به فروشگاه سنتی اعتماد بیشتری داشتند؛ به طوری که خرید پوشاک را از این نوع فروشگاه انجام می دادند. محققان در این مطالعه با انجام دادن مصاحبه عمیق نیمه ساختاریافته به درک عمیق تر و شناخت ارزش های حاصل از هر کدام از ویژگی های برشمرده رسیدند. درنهایت، با استفاده از تحلیل تم مصاحبه ها سازه هایی چون چانه زنی، تنوع، امکان پرو، خرید با دیگران و بررسی از نزدیک در خرید آفلاین و مشتری مداری، تقلب، عدم امکان پرو، جست وجوی کوتاه اینترنتی و ... در خرید آنلاین به عنوان عوامل مؤثر بر رفتاران خریداران شناسایی شد.Comparing the Mental Maps of Online and Offline Clothing Buyers Using Zaltman Metaphor Elicitation Technique
This study explores the differences in how people buy clothes online versus in physical stores. It uses a method based on means-end theory to understand the values that drive these shopping behaviors. Data were collected from 19 students: 9 who regularly shop for clothes online and 10 who prefer traditional stores. The authors used the Zaltman Metaphor Elicitation Technique (ZMET) method and semi-structured interviews to understand why each group shops the way they do. The results of the study showed that, for offline shoppers, key themes included the ability to bargain, greater variety in the store, the option to try clothes on, the social aspect of shopping with others, and the ability to closely examine items. For online shoppers, themes included customer focus, concerns about fraud, the inability to try clothes on, and the convenience of quick online searches. In-depth interviews helped researchers understand the deeper values associated with each of these factors.
Introduction
The rapid development of information and communication technologies has led to significant changes in consumer behavior, with the growth of online shopping being a prominent example. This research investigates the reasons behind online and offline clothing purchasing behaviors using the Zaltman Metaphor Elicitation Technique (ZMET) and compares the findings for both online and offline shoppers. The study addresses a core question: What are the key differences and similarities in the mental maps of online and offline clothing shoppers regarding their purchasing experiences? This understanding is crucial for businesses seeking to effectively target both segments. Existing literature highlights the influence of various factors (cultural, social, psychological, and individual) on consumer behavior, emphasizing the need to delve into the subconscious drivers behind purchasing decisions, particularly in sectors like clothing, where emotional and symbolic aspects play a significant role. This research aims to address the gap in comprehensive studies comparing the deep mental structures of online and offline clothing shoppers.
Materials and Methods
This applied research employs a descriptive-survey approach. The study population consisted of students from the Faculty of Management at Allameh Tabataba'i University. Data were collected through ZMET interviews with 19 students, 9 of whom preferred online shopping for clothing, and 10 of whom preferred traditional in-store shopping. Semi-structured in-depth interviews were conducted to gain a deeper understanding of the values associated with various aspects of the shopping experience. Thematic analysis was used to analyze the interview transcripts, identifying key constructs influencing buyer behavior. The ZMET method, which involves the use of visual metaphors, was employed to explore the subconscious thoughts and feelings of participants related to their shopping experiences. The use of ZMET allows for a deeper understanding of the mental models that drive consumer behavior compared to traditional survey methods.
Research Findings
The findings are presented in two parts: demographic information of the interviewees and aggregated mental maps derived from individual interviews. The majority of participants were female management students at various levels (Bachelor's and Master's), with ages ranging from 20 to 25. Key constructs identified for offline shoppers included bargaining, variety, the ability to try on clothes, shopping with others, and close inspection of products. For online shoppers, key constructs included customer service, concerns about fraud, the inability to try on clothes, quick online searches, and convenience.
Discussion of Results and Conclusions
This research highlights the distinct mental maps of online and offline clothing shoppers. While both groups value satisfaction, they derive it from different aspects of the shopping experience. Offline shoppers prioritize tangible interactions (trying on clothes, social interaction, and close inspection), while online shoppers prioritize convenience, speed, and customer service. These findings suggest that online and offline channels are complementary rather than mutually exclusive. Retailers should focus on enhancing the strengths and mitigating the weaknesses of each channel. For online retailers, this includes addressing concerns about fit through virtual try-on technologies or flexible return policies. For offline retailers, enhancing customer service and creating a more engaging in-store experience are crucial. Future research could explore the influence of demographic variables, and specific clothing types, and conduct quantitative studies to enhance generalizability. The study’s limitations include the qualitative nature of the research, limited sample size, the focus on students in Tehran, and the predominantly female sample. Future research should address these limitations by employing larger, more diverse samples, and quantitative methods to validate the findings.
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