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https://ptsldigital.ukm.my/jspui/handle/123456789/487791Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Nor Aishah Buang, Professor Dr. | - |
| dc.contributor.author | Foroughi Amir (P56701) | - |
| dc.date.accessioned | 2023-10-11T09:32:34Z | - |
| dc.date.available | 2023-10-11T09:32:34Z | - |
| dc.date.issued | 2015-08-25 | - |
| dc.identifier.other | ukmvital:83116 | - |
| dc.identifier.uri | https://ptsldigital.ukm.my/jspui/handle/123456789/487791 | - |
| dc.description | Impulse buying is a strong and unexpected urge to purchase an item with little thought for the consequences. Integrating the stimulus-organism-response (S-O-R) theory based on the Mehrabian-Russell framework and learning theory, the purpose of this study is to investigate the impact of retail environment characteristics (i.e: ambient, design, and social characteristics) and product attributes on impulse buying behaviour among the Iranian shoppers. It attempts to examine the moderating effect of hedonic motivation between relationship of social characteristics, such as well-trained salesperson assistance and consumers' positive emotional responses. This study utilized mainly on quantitative methodology and a small part of qualitative approach. Partial least square structural equation modelling was used to test the developed hypotheses, and multistage cluster sampling was applied to collect the quantitative data. Questionnaire survey was used for the quantitative methodology involving 390 respondents in a mall survey in Iran. As for the qualitative part, snowball sampling method was employed where five respondents participated in the in-depth interviews. The results of the present study show that positive perceptions of retail environment exerted a positive influence on positive emotion, which in turn affected impulse buying behaviour. The study found direct and positive effects of ambient, design characteristics of the retail environment, and well-trained salesperson assistance on consumers' positive emotional responses to the retail environment. Moreover, positive emotions to the retail environment as well as product attributes positively influence the impulse buying behaviour. The study showed that hedonic motivation moderated the affiliation between well-trained salesperson assistance and consumers' positive emotional responses. The findings from the interviews strongly supported the effect of the retail environment characteristics (for examples: modern architecture, colours, and music) and product attributes (such as fashion designs and reasonable prices) on impulse buying behaviour. Theoretically, this study enhances the knowledge on impulse buying behaviour by adding the list of antecedents as well as the outcomes of retail environment. From the managerial perspective, the study suggests that retail managers should invest in improving the retail atmosphere to enhance the level of impulse buying at their stores. For practicality, the findings suggest the retailers to focus on enhancing the capability of the retail salespersons through training, playing proper music, designing appropriate layouts and having well-lit stores to persuade impulse buying behaviour. These findings call for further reflection on impulse buying behaviour through in-depth study on employees and marketing of retail industry, especially the first front-liners focusing on the interaction between culture and the appropriateness of engaging in impulse buying in different situations.,Ph.D,Pembelian mengikut gerak hati adalah keinginan yang kuat dan tidak dijangka untuk membeli sesuatu barangan tanpa berfikir panjang mengenai kesan-kesannya. Mengintegrasikan teori rangsangan-organisma-respons (stimulus-organism-response: S-O-R) berdasarkan rangka kerja Mehrabian-Russell dan teori pembelajaran, kajian ini bertujuan untuk mengkaji kesan ciri-ciri persekitaran runcit (suasana persekitaran dalaman (ambient), reka bentuk dan ciri-ciri sosial dan sifat-sifat produk terhadap tingkah laku pembelian mengikut gerak hati dalam kalangan pembeli di Iran. Kajian ini cuba menjawab persoalan tentang adakah dan bagaimana motivasi hedonik berupaya menyederhanakan hubungan di antara ciri-ciri sosial seperti bantuan daripada jurujual terlatih dengan reaksi emosi positif pengguna. Kajian ini menggunakan kaedah kuantitatif dan hanya sebahagian kecil pendekatan kualitatif. Permodelan persamaan struktur menggunakan Penganggaran Kuasa Dua Terkecil Separa telah digunakan untuk menguji hipotesis-hipotesis kajian, dan persampelan kelompok pelbagai peringkat telah digunakan untuk megumpul data kuantitatif. Kajian soal selidik telah digunakan untuk kaedah kuantitatif yang melibatkan 390 responden dalam survei di pusat membeli-belah di Iran. Bagi pendekatan kualitatif, kaedah persampelan bola salji telah digunakan ke atas lima responden melalui kaedah temu bual secara mendalam. Dapatan kajian menunjukkan bahawa persepsi positif tentang persekitaran runcit mampu memberi pengaruh yang positif ke atas emosi positif yang seterusnya mempengaruhi tingkah laku pembelian gerak hati.Kajian mendapati kesan langsung dan positif ambien, ciri-ciri reka bentuk persekitaran runcit, dan bantuan jurujual terlatih terhadap pengguna menunjukkan tindak balas emosi positif terhadap persekitaran runcit. Selain itu, emosi positif kepada alam sekitar runcit serta produk atribut positif mempengaruhi tingkah laku pembelian mengikut gerak hati. Kajian ini menunjukkan bahawa motivasi hedonik menyederhanakan hubungan di antara bantuan daripada jurujual terlatih dengan reaksi emosi positif pengguna.Dapatan daripada temubual menyokong kuat kesan ciri-ciri persekitaran runcit (seperti, seni bina moden, warna, dan muzik) dan sifat-sifat produk (seperti, reka bentuk fesyen dan harga yang berpatutan) terhadap tingkah laku pembelian mengikut gerak hati.Secara teorinya, kajian ini meningkatkan pengetahuan berkaitan pembelian mengikut gerak hati dengan memberi sumbangan kepada penemuan faktorfaktor penentu baharu yang mempengaruhi tingkah laku pembelian mengikut gerak hati dalam persekitaran runcit. Dari perspektif pengurusan, kajian menunjukkan bahawa pengurus runcit perlu membuat pelaburan dalam menambahbaik suasana persekitaran kedai runcit bagi meningkatkan tahap pembelian mengikut gerak hati di kedai-kedai mereka. Untuk sesuatu yang lebih praktikal, penemuan mencadangkan peruncit untuk memberi tumpuan kepada meningkatkan keupayaan jurujual runcit melalui latihan, memainkan muzik yang sesuai, mereka bentuk susun atur yang menarik, dan menyediakan kedai yang terang bagi mempengaruhi tingkah laku pembelian mengikut gerak hati. Hasil dapatan ini menunjukkan perlunya memikir lagi mengenai tingkah laku pembelian mengikut gerak hati melalui kajian yang mendalam terhadap pekerja dan pemasaran industri runcit, terutamanya terhadap pekerja lini hadapan dengan memberi tumpuan kepada interaksi antara budaya dan kesesuaian melibatkan diri dalam pembelian mengikut gerak hati dalam situasi yang berbeza. | - |
| dc.language.iso | eng | - |
| dc.publisher | UKM, Bangi | - |
| dc.relation | Faculty of Education / Fakulti Pendidikan | - |
| dc.rights | UKM | - |
| dc.subject | Consumer behavior | - |
| dc.subject | Psychological aspects | - |
| dc.subject | Consumer education | - |
| dc.title | Retail environment characteristics and product attributes on impulse buying behaviour among Iranian shoppers | - |
| dc.type | Theses | - |
| dc.format.pages | 301 | - |
| dc.identifier.callno | TX337.I7F647 2015 | - |
| dc.identifier.barcode | 001855 | - |
| Appears in Collections: | Faculty of Education / Fakulti Pendidikan | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| ukmvital_83116+SOURCE1+SOURCE1.0.PDF Restricted Access | 6.14 MB | Adobe PDF |  View/Open |
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