ﻧﻘﺶ واﺳﻄﻪاي راﻫﺒﺮدﻫﺎي ﺗﻨﻈﯿﻢ ﺷﻨﺎﺧﺘﯽ ﻫﯿﺠﺎن در راﺑﻄﻪ ذﻫﻦ آﮔﺎﻫﯽ و رﻓﺘﺎر ﺧﺮﯾﺪ آﻧﯽ

Structural Equation Modeling of Relationship between Mindfulness and Impulsive Purchasing Behavior: The Mediating Role of Cognitive Emotion Regulation Strategies

مقدﻣﻪ: رﻓﺘﺎر ﺧﺮﯾﺪ آﻧﯽ ﻣﯽﺗﻮاﻧﺪ، ﺗﺒﻌﺎت ﻣﻨﻔﯽ ﺑﺴﯿﺎري ﺑﺮاي ﻓﺮد ﺑﻪ دﻧﺒﺎل داﺷﺘﻪ ﺑﺎﺷﺪ. ﻣﻄﺎﻟﻌـﻪ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮرﺳﯽ ﻧﻘﺶ واﺳﻄﻪاي راﻫﺒﺮدﻫﺎي ﺗﻨﻈﯿﻢ ﺷﻨﺎﺧﺘﯽ ﻫﯿﺠﺎن در راﺑﻄﻪ ﺑـﯿﻦ ذﻫـﻦ آﮔﺎﻫﯽ و رﻓﺘﺎر ﺧﺮﯾﺪ آﻧﯽ اﻧﺠﺎم ﺷﺪ. روش: ﻃﺮح ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﻃﺮح ﻫﻤﺒﺴﺘﮕﯽ ﺑﻮد. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺷﺎﻣﻞ ﺗﻤﺎم ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن و ﺧﺮﯾﺪاران 18-65 ﺳﺎل ﺷﻬﺮ ﺗﻬﺮان ﺑﻮد ﮐﻪ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻼكﻫﺎي ورود ﺗﻌﺪاد 242 ﻧﻔـﺮ )157 زن، 85 ﻣﺮد( ﺑﻪ روش ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﻫﺪﻓﻤﻨﺪ ﺑﺮاي ﺷﺮﮐﺖ در ﭘﮋوﻫﺶ اﻧﺘﺨﺎب ﺷـﺪﻧﺪ. ﺑـﺮاي ﺟﻤﻊ آوري دادهﻫﺎ از ﭘﺮﺳﺸـﻨﺎﻣﻪ اﺳـ ﺘﺎﻧﺪارد ﺧﺮﯾـﺪ آﻧـﯽ، ﭘﺮﺳﺸـﻨﺎﻣﻪ ذﻫـﻦ آﮔـﺎﻫﯽ و ﭘﺮﺳﺸـﻨﺎﻣﻪ راﻫﺒﺮدﻫﺎي ﺗﻨﻈﯿﻢ ﺷﻨﺎﺧﺘﯽ ﻫﯿﺠﺎن )CERQ( اﺳـﺘﻔﺎده ﺷـﺪ. ﺑـﺮاي ﺗﺠﺰﯾـﻪ و ﺗﺤﻠﯿـﻞ داده ﻫـﺎ از ﺿﺮﯾﺐ ﻫﻤﺒﺴﺘﮕﯽ ﭘﯿﺮﺳﻮن و روش ﺗﺤﻠﯿﻞ ﻣﺴﯿﺮ در ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ راﻫﺒﺮدﻫﺎي ﺳﺎزش ﯾﺎﻓﺘﻪ ﺗﻨﻈﯿﻢ ﻫﯿﺠﺎن و ذﻫﻦ آﮔـﺎﻫﯽ ﺑـﺎ رﻓﺘﺎر ﺧﺮﯾﺪ ﻧﺎﮔﻬﺎﻧﯽ داراي ﻫﻤﺒﺴﺘﮕﯽ ﻣﻨﻔﯽ ﻣﻌﻨﺎدار ﻫﺴﺘﻨﺪ و راﻫﺒﺮدﻫﺎي ﺳﺎزش ﻧﺎﯾﺎﻓﺘﻪ ﺗﻨﻈـﯿﻢ ﻫﯿﺠﺎن ﺑﺎ رﻓﺘﺎر ﺧﺮﯾـﺪ ﻧﺎﮔﻬـﺎﻧﯽ داراي ﻫﻤﺒﺴـﺘﮕﯽ ﻣﺜﺒـﺖ ﻣﻌﻨـﺎدار ﺑـﻮد ) P<0/01(. ﻫﻤﭽﻨـﯿﻦ راﻫﺒﺮدﻫﺎي ﺗﻨﻈﯿﻢ ﺷﻨﺎﺧﺘﯽ ﻫﯿﺠﺎن در راﺑﻄﻪ ﺑﯿﻦ ذﻫﻦ آﮔﺎﻫﯽ و رﻓﺘﺎر ﺧﺮﯾـﺪ آﻧـﯽ دار اي ﻧﻘـﺶ واﺳﻄﻪاي ﺑﻮد. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﺑﻨﺎﺑﺮاﯾﻦ از ﻃﺮﯾﻖ ﻃﺮاﺣﯽ ﺑﺮﻧﺎﻣﻪﻫﺎي ﻣﺒﺘﻨﯽ ﺑﺮ ﺑﻬﺒﻮد راﻫﺒﺮدﻫﺎي ﺗﻨﻈﯿﻢ ﺷﻨﺎﺧﺘﯽ ﻫﯿﺠﺎن و ذﻫﻦآﮔﺎﻫﯽ ﻣﯽﺗﻮان ﺑﻪ اﺻﻼح رﻓﺘﺎر ﺧﺮﯾﺪ آﻧﯽ ﭘﺮداﺧﺖ.

Introduction: Impulsive buying behavior can have many negative consequences for a person. The present study was conducted to investigate the mediating role of cognitive emotion regulation strategies in the relationship between mindfulness and impulsive buying behavior. Method: The design of the present study is a correlational design. The statistical population of the present study included all consumers and buyers aged 18-65 years of Tehran who were selected by purposeful sampling method to participate in the study according to the inclusion criteria of 242 people (157 females, 85 males). The standard impulsive purchase questionnaire, mindfulness questionnaire and Cognitive Emotion Regulation Questionnaire (CERQ) were used to collect data. Finding: Pearson correlation coefficient and path analysis method in structural equation modeling were used to analyze the data. The results showed that adaptive strategies of emotion regulation and mindfulness had a significant negative correlation with sudden buying behavior and uncompromising strategies of emotion regulation had a significant positive correlation with sudden buying behavior (P <0.01). Cognitive emotion regulation strategies also mediated the relationship between mindfulness and instant buying behavior. Conclusion: Therefore, instant purchasing behavior can be improved by designing programs based on improving cognitive emotion regulation strategies and mindfulness.