شبيهسازي رفتار خريد ناگهاني در بازار: رويکرد مدلسازي مبتني بر عامل
محورهای موضوعی : مدیریت صنعتی
زهرا صادقی آرانی
1
*
,
محمد رضا مهرگان
2
,
محمد ابویی اردکان
3
,
محسن نظری
4
,
امید روزمند
5
1 - دانشجوي دکتري مديريت تحقيق در عمليات دانشگاه تهران
2 - - استاد، عضو هيئت علمي دانشکده مديريت دانشگاه تهران
3 - دانشيار، عضو هيئت علمي دانشکده مديريت دانشگاه تهران
4 - دانشيار، عضو هيئت علمي دانشکده مديريت دانشگاه تهران
5 - استاديار، عضو هيئت علمي مرکز آموزش عالي شهرضا
کلید واژه: شبيهسازي مبتني بر عامل, خريد ناگهاني, مدلسازي احساس, فرهنگ, شخصيت, يادگيري تقويتي. ,
چکیده مقاله :
يکي از رفتارهاي خريد پيچيده انساني که تحت تأثير عوامل مختلف روانشناسي، اجتماعي، موقعيتي و ... تغير ميکند رفتار خريد ناگهاني است. اين رفتار معمولاً عقلايي نبوده و در اکثر مواقع تحت تأثير هيجان و احساسات آني و قوي خريدار شکل ميگيرد. مدلسازي و شبيهسازي اين رفتار پيچيده، ميتواند محققان رفتار را در درک و پيشبيني آن و درنتيجه برنامهريزيهاي آتي براي بازاريابي در اين حوزه ياري رساند. بر اين اساس هدف اين مقاله ارائهي يک مدل مفهومي و رياضي براي درک فرايندهاي پيچيدهي ذهني خريداران که منجر به اين نوع رفتار ميشود، ميباشد. در ادامه، شبيهسازي رفتاري خريد ناگهاني عامل خريدار با تأکيد بر ميزان هيجانات به وجود آمده توسط خريدار هنگام خريد و با توجه به ويژگيهاي مدل فرهنگي و شخصيتي عامل خريدار و عوامل موقعيتي شامل ويژگيهاي کالا، ويژگيهاي فروشنده و ويژگيهاي مکاني فروشگاه و با استفاده از يکي از روشهاي شبيهسازي سيستمهاي اجتماعي بهنام مدلسازي مبتني بر عامل، انجام ميگيرد.
Impulse Buying is a complex human behavior that is influenced by psychological, social, situational etc. factors. This behavior is irrational and often takes emotionally. Modeling and simulation of Impulse Buying behavior help the researchers and managers to understand and predict behavior and planning. Thus, the aim of this paper is developing and proposes a conceptual and mathematical model to simulation of Impulse Buying behavior. The model focuses on the essence of human decision making which rooted in emotion as important drives for shaping and directing human behavior. The proposed model is developed based upon the consumer agent’s culture and personality and situational and seller characteristics. An agent based modeling used to simulation of Impulse Buying behavior.
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