أمن المستهلك والدور المعدل للانفتاح على الخبرة في العلاقة بين أبعاد الابتزاز العاطفي ونية التحول إلى علامة أخرى: دراسة تطبيقية
محتوى المقال
الملخص
تؤدي الممارسات والإستراتيجيات التسويقية والإعلانية التي تنتهجها الشركات والمنظمات دورًا مهمًّا في أمن المستهلك وحمايته، وعليه فقد هدفت هذه الدراسة إلى تحديد تأثير أبعاد الابتزاز العاطفي (الخوف، والشعور بالذنب، والشعور بالالتزام) على نية التحول إلى علامة أخرى، بالإضافة إلى الدور المعدل للانفتاح على الخبرة لعملاء مستحضرات التجميل في هذه العلاقة. واستخدمت الدراسة استقصاءً إلكترونيًّا لجمع البيانات، وقد بلغ عدد القوائم الصحيحة 401 قائمة، وتم استخدام أسلوب تحليل المسار لاختبار فروض الدراسة من خلال برنامج WarpPLS.7.
وأشارت النتائج إلى وجود تأثير إيجابي لأبعاد الابتزاز العاطفي (الشعور بالخوف، والشعور بالذنب، والشعور بالالتزام) على نية التحول إلى علامة أخرى. كما توصلت نتائج الدراسة إلى وجود تأثير إيجابي للانفتاح على الخبرة على نية التحول إلى علامة أخرى، مع وجود تأثير للانفتاح على الخبرة على العلاقة بين أبعاد الابتزاز العاطفي ونية التحول إلى علامة أخرى.
وأوصت الدراسة بوجوب اتباع الشركات والمنظمات ممارسات تسويقية أخلاقية، مع الاهتمام بتصميم إستراتيجيات تسويقية متكاملة، مع ضرورة مراقبة تقييم العملاء لسلوك الشركة بشكل دائم، وكذلك وجوب مشاركة جمعيات حماية المستهلك صناع القرار في مجلس النواب والوزارات في صياغة القوانين التي تجرم السلوكيات غير الأخلاقية من قبل الشركات مع وضع العقوبات المناسبة التي تحافظ على أمن المستهلك، وتعمل على ردع الشركات عن ممارسة هذه السلوكيات.
الكلمات المفتاحية
الدراسات الأمنية، الابتزاز العاطفي، الانفتاح على الخبرة، نية التحول إلى علامة أخرى، أمن المستهلك
التنزيلات
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