نوع مقاله : علمی- پژوهشی

نویسندگان

1 عضو هیات علمی گروه مدیریت، دانشگاه شهید چمران اهواز

2 دانشجوی کارشناسی ارشد مدیریت، دانشگاه شهید چمران اهواز

چکیده

یکی از مهم‌ترین موضوعات بازاریابی، مطالعه‌ی رفتار مصرف کننده است؛ بدیهی است کودکان نیز جدا از این مقوله نیستند. این مطالعه با هدف تعیین عوامل موثر بر انتخاب و رفتار خرید بازی-های رایانه‌ای توسط کودکان انجام شده است. جامعه آماری این پژوهش دانش آموزان مدارس ابتدایی شهر اهواز می باشد که به دلیل بزرگی و دشواری دسترسی به همه آنها، تعداد 400 دانش آموز 7 تا 12 سال به عنوان نمونه به روش نمونه گیری تصادفی خوشه ای انتخاب شدند. برای گردآوری داده ها از پرسشنامه های معتبر دارای روایی و پایایی استفاده شده است. نتایج حاصل از تجزیه و تحلیل داده‌ها به روش مدل‌سازی معادلات ساختاری نشان داد که عواملی چون، والدین، هم‌سالان، ظاهر محصول، قیمت، رسانه، تبلیغات بر رفتار خرید کودک اثر مثبت و معناداری دارند. اما میزان قابلیت و راحتی دسترسی به محصول بر رفتار خرید کودک تاثیر معناداری ندارد. همچنین نتایج نشان داد کودکان دختر و پسر رفتار خرید متفاوتی دارند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identification of effective factors on students purchasing behavior as the users of computer games (the case: Elementary School Students in Ahvaz City)

نویسندگان [English]

  • Sara Mohammadi 1
  • Abdolhadi Darzianazizi 1
  • Akram Eydun 2

1 Management Department, Shahid Chamran University of Ahvaz, Ahvaz, Iran

2 Management Department, Shahid Chamran University of Ahvaz, Ahvaz, Iran

چکیده [English]

One of the most important issues of marketing is consumer behavior. Obviously, children are not separate from this category. This study was conducted to determine the factors affecting the selection and behavior of computer games by the children. The statistical population of this research is elementary school students in Ahvaz city, Because of the great and difficult access to all of them, 400 students 7 to 12 years old were selected as cluster random sampling. Data collection is done through valid and reliable questionnaires. The results of data analysis using Structural Equation Modeling, showed that Factors such as, parents, peers, product appearance, price, media and advertising have a positive and significant effect on the child's purchasing behavior. However, the availability and ease of access to the product does not have a significant effect on the child's shopping behavior. The results also showed that girls and boys have different purchasing behaviors.

کلیدواژه‌ها [English]

  • Computer games
  • Child purchasing behavior
  • Mixed product factors
  • Individual factors
  • Environmental factors
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