محتوى المقال

فريدة مصطفى حسين محمود علي موسى

الملخص

 المستخلص عربي هدفت الدراسة إلى التحقق من الإسهام النسبي للحالة المزاجية في التنبؤ بالشراء القهري والشراء الاندفاعي لدى المستهلك في البيئة المصرية من خلال الاستجابة على مقاييس إلكترونية. وتكونت عينة الدراسة من 200 متطوع من الشباب من الجنسين. وتم انتقاء العينة بصورة متاحة من مرتادي الشراء العادي والإلكتروني. كما أعدت الدراسة مقياس الشراء القهري ومقياس الشراء المتهور، ومقياس الحالة المزاجية. وتحققت من صدق الأدوات باستخدام التحليل العاملي التوكيدي. وتوصلت إلى ثبات مقبول في ضوء معامل ألفا كرونباخ، وقد استبعدت الدراسة الحالات المتطرفة في استجاباتها. وتوصلت النتائج إلى أن المزاج الإيجابي منبئ بالشراء القهري للمستهلك في ظل جائحة كورونا. كما أكدت أن المزاج لا يؤثر في اتجاهات الشراء الاندفاعي؛ حيث إن الدافع للشراء هو تلبية الاحتياجات الرئيسة من الطعام والشراب وأدوات الوقاية والأدوية في ظل جائحة كورونا.

التنزيلات

تنزيل البيانات ليس متاحًا بعد.

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