مجله مطالعات رفتار مصرف کننده
سال دهم شماره 3 (پاییز 1402)

The purpose of this study was to investigate the unwillingness/willingness of Iranian tourists for internal trips during the Covid-19 crisis.The research method is practical in terms of objective and descriptive-survey in terms of data collection, and qualitative/quantitative mixed method was used to answer the research questions.First, interviews were conducted with 19 experienced tourists in the field of domestic travel, and then 56 extraction codes(27 codes of unwillingness and 29 codes of desire) and concepts and categories were created by analyzing the themes from the texts of the interviews, and finally two The construct of reluctance/inclination to travel to domestic destinations during the Covid-19 crisis has been presented.With the answer of 434 Iranian tourists to the unwillingness questionnaire(229 respondents to the unwillingness questionnaire and 205 to the willingness questionnaire)the index rankings have been carried out with the Topsis technique.The results indicate that 47 %of respondents on domestic trips during this period were reluctant and 53 %were reluctant to travel in Covid-19; In addition, three indicators of helping to cut off the Covid-19 chain, fear of engaging or engaging others and worrying about the health status of the host community, respectively, among the most effective indicators of unwillingness, and in the field of three indicators of family care and relatives in other places, respectively, limitations.Financially due to the critical conditions of the Covid-19 and the existence of numerous and varied attractions of domestic travel tailored to the conditions of Covid-19 are the top three Iranian priorities for domestic trips during this period.

Lack of recognition of tourists' behavioral intentions, due to the traditional view of food as a secondary factor of tourism activity and not as a main attraction, the development of strategic food tourism plans, with has encountered difficulties. Therefore, the purpose of study is to modeling a model of factors affecting the behavioral intentions of food tourists in Guilan as one of the most visited tourism destinations in the country using qualitative methods and classic grounded theory. According to the applied objectives of the research, the population includes 12 participants of tourism experts, marketers, entrepreneurs and food activists who have at least 5 years of useful experience and continuous activity. The selection of samples was done using purposive sampling method and semi-structured interviews with five general questions continued until saturation was achieved in the tenth interview. Data analysis in three stages of open, selective and theoretical coding led to the extraction of 201 concepts, 10 sub-categories and finally 3 main categories. Based on the proposed model, the characteristics of food (quality and safety, attractiveness and food culture) and on the other hand, the characteristics of tourism environment (advertising and information, the status of restaurants and local market situation); they influence the personal characteristics of tourists (food destination association, experience, attachment and satisfaction). Finally, the personal characteristics influence tourists' behavioral intentions of tourists towards food consumption to travel. In addition, it can be said that behavioral intentions can be directly affected by food characteristics and food tourism environment.

The purpose of this study is to investigate the effect of violation of psychological contracts on citizenship behaviors of customers with regard to the mediating role of trust among clients and customers of a hospital in Hamadan province. For this purpose, For this purpose, 210 people were selected using the method of determining the sample size in multivariate regression analysis. Questionnaire was used for data collection and its reliability and validity were assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model of the research was measured using the structural section of the structural equation model called path analysis.The results showed that the breach of the psychological contract has a strong relationship with the violation of the psychological contract and a breach of the psychological contract can lead to a violation of the psychological contract. This feeling of a hospital's non-adherence to psychological contracts distorts the perceptions and attitudes of patients as customers regarding their reliability, honesty, and good intentions in order to meet their interests and needs, and regarding the hospital's ability to fulfill what it promises. It is the basis of patients' lack of trust towards a hospital. Also, this lack of trust created towards a hospital can cause negative citizenship behaviors such as not providing feedback, not helping other patients, and not praising and promoting that hospital positively to potential customers.

One the most important aspects of marketing strategy and customer relationship is e-commerce, and as a result, the need for new knowledge, models and theories in online consumer behavior field has emerged. By identifying all the effective aspects using meta-synthesis and discovering structural relationships among the extracted factors using interpretive structural modeling, this study represents a model for consumers’ online compulsive and impulsive buying behavior in buying fast consumer products. This is an exploratory – descriptive research. The study population is includes those who have sufficient knowledge in the field of marketing. Sampling was available and through telephone interviews and sending questionnaires to marketing professors. The collected data using meta-synthesis method consists 13 factors including neuroticism, buying motivation, self-esteem, self-regulation, family conflict, materialism, brand awareness, brand addiction, advertising, product features, extroversion, tendency to impulsive buying and available time, which all are categorized into 6 levels. Cohen’s kappa coefficient is used to measure inter-rater reliability. The value for kappa is calculated as 0.774. Cohen's kappa coefficient is acceptable for values of 0.6 to 0.8. Findings show that among all these factors, marketing mix and branding are fundamental factors for online compulsive and impulsive buying that results in the formation of buying motivation and tendency for impulsive buying, by considering psychological and cultural factors. With marketers’ efforts such as running customer retention and loyalty campaigns, online impulsive buying can result in the formation of consumers’ online compulsive buying.

Increasing the level of consumer innovativeness and concern for the environment and green brands are important factors in consumer behavior in recent years and marketing managers try to improve consumers' attitude towards green brands and innovative products, in order to succeed in selling and marketing their products. The purpose of this study is to investigate the effect of consumer innovativeness and green brand on consumer purchase intention with the mediating role of consumer attitudes in the dairy industry. The present research is an applied research in terms of purpose, the method of data collection is descriptive-correlational and cross-sectional in terms of time. The statistical population of this research is the chain stores of Ardabil city and our statistical sample is the customers of the relevant stores. Using the Cochran's formula, the sample size was 384 people who were selected by simple random sampling and the data was collected using a questionnaire from the customers of the stores. Structural equation modeling was used and SPSS and Lisrel softwares were applied for analysis. The results of the study showed that Consumer innovativeness, green brand and consumer attitude towards products have a positive and significant effect on consumer purchase intentions. Consumer innovativeness and green brand have a positive and significant effect on consumer attitudes towards products. Consumer attitude toward products mediates the relationship between consumer innovativeness and their purchase intention. Finally, in the relationship between the green brand and the consumer purchase intention, consumer attitude towards products acts as a mediating factor.

In this study, the relationship between memorable TV advertisement and consumers’ audiovisual emotions has been investigated using neuromarketing approach. Considering research objective, it’s an applied study and regarding method it’s an experimental study. The statistical population of the study includes audience of TV commercials and the statistical sample includes 4 male and 5 female in the range of 22 to 55 years old which selected using purposive sampling method. In data gathering phase, customers’ brain reactions were recorded using electroencephalogram applying OpenBCI processing software with a sampling rate of 512, in the range of 7-13 HZ and 30 frames per second using FP1. After elimination of the artifacts and calculation of the data average of these in the Excel software, TV commercials were divided into three selected and normal messages. Analyzing the research data using SPSS software indicated that, there is a significant correlation between the emotions and feelings while watching the selected commercial and the remembered words, sounds and images. Furthermore, there isn’t any significant relation between the emotions and feelings while watching the lower rank commercial and the remembered words, sounds and images.

Luxury products are an important part of the consumer market and can be recognized as a topic for marketing research. In societies where religion plays an important role in shaping people's behaviors, it is important and necessary to study the impact of this variable on the buying behavior of consumers of luxury products. Can religiosity create a positive attitude and personal desire and intention to buy for luxury products? The present study is applied in nature and is a descriptive study; Which has been done using a quantitative method and using a descriptive-survey method of data collection. The statistical population was Iranian Muslim citizens living in Tehran. Data were collected from 312 individuals using a questionnaire using both electronic and field methods. After analysis by SPSS21 and PLS3 software, it was finally found that religiosity has a significant relationship with brand's attitude, personal preferences and intention to buy luxury products, and gender and income play a role in moderating these relationships. This statistical community does not play. Religiosity can have a small negative effect on attitudes toward luxury products, but it has less of a negative impact on personal preferences for luxury.