شبيهسازي رفتار خريد ناگهاني در بازار: رويکرد مدلسازي مبتني بر عامل
الموضوعات : 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
الکلمات المفتاحية: شبيهسازي مبتني بر عامل, خريد ناگهاني, مدلسازي احساس, فرهنگ, شخصيت, يادگيري تقويتي.,
ملخص المقالة :
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.
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