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The Impact of Purchases With Debit Cards on the Consumption of Unhealthy Food | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| دوره 15، شماره 1، فروردین 2022، صفحه 1-17 اصل مقاله (724.2 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2020.309818.674209 | ||
| نویسندگان | ||
| Danial Shahrabi Farahani* 1؛ Mansour Momeni2؛ Ezatollah Abbasian3؛ Amir Hadi Mohammadi4؛ Parisa Nikeghbal5 | ||
| 1Master’s Student of Marketing Management, University of Tehran, Tehran, Iran | ||
| 2Professor, Faculty of Management and Accounting, University of Tehran, Tehran, Iran | ||
| 3Associate Professor in Economics, Department of Public Administration, Faculty of Management, University of Tehran, Tehran, Iran | ||
| 4Master’s Holder, Faculty of Management, University of Tehran, Tehran, Iran | ||
| 5Undergraduate Student of Medical Laboratory Sciences, Zahedan Branch, Islamic Azad University, Zahedan, Iran | ||
| چکیده | ||
| The present study aimed to determine whether consumers are more likely to buy unhealthy food items when paying with debit cards compared to the time when they pay in cash, analyzing the effects of payment methods on the impulsive purchase of unhealthy products. To this end, the purchase behavior of a sample of 760 consumers was analyzed via a preliminary study and three main studies. To collect the data, consumer invoices, questionnaires, and purchase simulation techniques were used. The findings indicated that even though the participants who were randomly placed in the debit card payment group were aware of the unhealthiness of the food products, they still purchased such products, clearly showing their impulsive behavior. In cash purchases, the number of unhealthy food items in the shopping basket of consumers proved to be lower compared to when the consumers paid with debit cards. Furthermore, paying with debit cards reduced the pain of paying, ultimately raising the purchase of unhealthy food items. | ||
| کلیدواژه‌ها | ||
| Pain of paying؛ Impulsive purchase؛ Unhealthy food items؛ Payment methods؛ Debit cards | ||
| عنوان مقاله [English] | ||
| تأثیر خرید با کارت های اعتباری بر مصرف غذاهای ناسالم | ||
| نویسندگان [English] | ||
| دانیال شهرابی فراهانی1؛ منصور مومنی2؛ عزت الله عباسیان3؛ امیر هادی محمدی4؛ پریسا نیک اقبال5 | ||
| 1دانشجو کارشناسی ارشد مدیریت بازاریابی، دانشگاه تهران، تهران، ایران | ||
| 2استاد تمام دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
| 3دانشیار دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
| 4دانش آموخته کارشناسی ارشد مدیریت بازرگانی MBA، دانشگاه تهران، تهران، ایران | ||
| 5دانشجو کارشناسی علوم آزمایشگاهی، دانشگاه زاهدان، زاهدان، ایران | ||
| چکیده [English] | ||
| هدف مقاله پیش رو آن است که مشخص سازد آیا مشتریان در زمان پرداخت، در صورتی که با کارت اعتباری خرید نمایند، بیشتر اقلام خوراکی نا مناسب برای سلامت بدن خریداری می کنند یا در مواقعی که پول نقد پرداخت خواهند نمود، با توجه به بررسی تاثیر روشهای پرداخت بر روی خرید تکانشی کالاهای خوراکی ناسالم. برای نیل به این مقصود، رفتار خرید 760 مشتری توسط یک پیش مطالعه و سه مطالعه ی اصلی مورد بررسی قرار گرفت. به منظور جمع آوری داده ها، بررسی فاکتور (فیش) خرید مشتریان، پرسشنامه و تکنیک شبیه سازی خرید مورد استفاده قرار گرفت. نتایج این تحقیق نشان داد که علی رغم آگاهی مشتریانی که بصورت تصادفی ( احتمال ) در شرایط خرید با کارت اعتباری قرار گرفته بودند از نا سالم بودن کالا، رفتار خرید تکانشی، باعث خرید این کالاهای ناسالم خوراکی می شد. در سیستم خرید نقدی، تعداد کالای خوراکی نا سالم موجود در سبد خرید مشتریان، میزان کمتری را در مقایسه با سیستم خرید با دبیت کارت ، نشان داد. | ||
| کلیدواژه‌ها [English] | ||
| درد ناشی از پرداخت, خرید تکانشی, اقلام خوراکی ناسالم, روشهای پرداخت, کارت اعتباری | ||
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