چکیده مقاله
Background: The accumulation of jobs and tasks often leads to a lack of time for daily tasks Among the many activities that may be affected by this lack of time are issues related to consumer behavior, such as choices, purchasing products and services Time pressure is a frequent constraint in daily decisions and consumers are also affected by this constraint Beyond the lack of time, in the processes of acquiring new products and services, it is also necessary to deal with the amount of options presented and the methods of analyzing these options to ensure the best choice A combination of time constraints and choice overload may stress customers and delay the purchase decision Therefore, this research aimed to analyze the emotional and rational purchase decision of the customers of Pioio online store, to analyze the moderating role of the number of options and their related information Method: This research was of an applied type and in terms of its nature and descriptive survey method, which was carried out in 1400 and in the following three stages First, by extensively reviewing the literature on the subject of the research, several standard questionnaires were obtained, each of which covered a part of the research objectives By combining the obtained questionnaires and adding some necessary items, a researcher made questionnaire was designed; The validity of the questionnaire was confirmed through content validity and by five experts in the field of the current research business management specialist and the reliability of the questionnaire was evaluated based on the test retest method r=0 82 after ten days Finally, the designed questionnaire had two parts, the first part of demographic information included 3 questions related to age, education and gender and the second part included 20 questions in 6 items including information overload, time pressure, information avoidance behavior, pleasure of understanding psychological factors and emotional and logical buying The questions were scored on a five point Likert scale from strongly agree=1 to strongly disagree=5 After the second stage, the questionnaire questions were sent to the customers via SMS, the design form and the link to the survey and the research description In addition, by referring to the management section of the website Pioio online store and checking the products the number of categories and the time of purchase of the products , a report of repeated cases was presented The statistical population of this research was the customers of Pioio online store between November 30 and January 30, 1400 In the third stage, descriptive statistics were used to analyze the data and chi square tests were used for the correlation between variables Finally, the study data were analyzed with SPSS version 22 software Results: A total of 250 participants answered the questionnaire response rate: 86% The majority of customers 72 percent agreed and strongly agreed that a lot of information and a lot of variety in products confuses them when shopping In addition, customers significantly stated that they scroll down website pages to find summary information P value= 1 00 87 2% of customers strongly agree and agree stated that they do not have enough time to check all the choices Also, 81 2% of the customers agreed and fully agreed that they would make their purchase faster if similar options were running out while purchasing the product Also, by examining the frequently purchased items, we found two categories of products: control car and toy shotgun Regarding the product control toy car , the number of options available on the website is 200, with an average of 3 sales per week, and the average time between registering the product and purchasing it was 11 minutes On the other hand, the product toy shotgun has 20 options available on the website, an average of 10 sales per week, and the average time between registering the product and purchasing it was 5 minutes Conclusion: The evidence from this study showed that time pressure has a significant effect on the purchase decision On the other hand, many options moderate the effect of time pressure on the purchase decision The delay in the purchase decision happens more often with many options Also, buying a useful product moderates the interaction effect of time pressure and many options on the delay of the purchase decision reinforcement of the delay and buying a hedonistic product moderates the interaction effect of time pressure and options It greatly moderates the delay in the purchase decision delay reduction As a result, various factors affect the purchase of useful or enjoyable products This distinction, considering the type of product, brings a new perspective in the purchase decision process and provides theoretical and practical information about the effects of increasing advertisement load and time pressure on the consumer's decision making process
کلیدواژهها
نویسندگان
Seyyed Mohammad Mousavi Baigi
Master's student in Business Management terend of e commerce, Department of Business Management, Payam Noor University, Neishabor, Iran
Majid Anjidani
Assistant Professor, Computer Department, Iran University of Science and Technology, Tehran, Iran
Seyyedeh Fatemeh Mousavi Baigi
MSc Students, Health Information Technology, Department of Health Information Technology, School of Paramedical Sciences, Mashhad University of Medical Sciences, Mashhad, Iran, Student Research Committee, Mashhad University of Medical Sciences, Mashhad, I
Marziyeh Raei Mehneh
MSc Students, Health Information Technology, Department of Health Information Technology, School of Paramedical Sciences, Mashhad University of Medical Sciences, Mashhad, Iran
Hoseyn Khaleghi
Assistant Professor, Department of Management, Faqulty of Management and Economics, Payam Noor University, Tehran, Iran
شیوه ارجاع
Mousavi Baigi, Seyyed Mohammad and Anjidani, Majid and Mousavi Baigi, Seyyedeh Fatemeh and Raei Mehneh, Marziyeh and Khaleghi, Hoseyn,1401,Analysis of purchase decision hedonic and utilitarian products in the face of time pressure and multiplicity of options and choice overload,The fifth international conference on management, tourism and technology
ارائهشده در
مجموعه مقالات پنجمین کنفرانس بین المللی مدیریت، گردشگری و تکنولوژی30 آبان 1401