شکاف بین نسلی رفتار خرید تکانشی در بستر تجارت اجتماعی

پژوهش حاضر به منظور بررسی شکاف بین ‌نسلی در رفتار خرید تکانشی در بستر تجارت اجتماعی طرح‌ریزی و با رویکرد چند روشی و بهره‌گیری از روش تحلیل کتاب سنجی و پیمایش برخط انجام شد. در ابتدا، طبق روش تحلیل کتاب سنجی، روند انتشار کلیه تولیدات علمی نمایه‌شده در پایگاه اسکوپوس از سال 1979 تا 2022 در حوزه خرید تکانشی و تجارت اجتماعی بررسی شد و چهار خوشه موضوعی اصلی از پیشایندهای رفتار خرید تکانشی در بستر تجارت اجتماعی شامل ویژگی های مرتبط اجتماعی، تعامل شبه اجتماعی، پذیرش تجارت اجتماعی، سرمایه اجتماعی و رفتار خرید تکانشی شناسایی شد. برای انجام پیمایش برخط از 384 کاربر اینستاگرام در زمینۀ مد با روش نمونه گیری در دسترس استفاده شدند. در اندازه گیری متغیهای حقیق از پرسشنامه های استاندارد استفاده شد. نتایج نشان داد که بین همۀ پیشایندها و میزان رفتار خرید تکانشی در بستر تجارت اجتماعی بین دو نسل z و y تفاوت معنا داری وجود دارد که این نشانگر وجود شکاف بین‌نسلی در رفتار خرید تکانشی در بستر تجارت اجتماعی می باشد. به طور کلی، اعضای نسل z، بیشتر درگیر رفتار خرید تکانشی در بستر تجارت اجتماعی هستند. همچنین، نتایج به دست آمده از روش pls-mga نشان داد که تفاوت تاثیر تمام پیشایندهای مورد بررسی بر رفتار خرید تکانشی در بستر تجارت اجتماعی در بین دو نسل z و y معنادار است.

the gap between generations in impulse buying behavior for the context of social commerce

introduction: the expansion of social commerce with the rise of social media and its mass adoption has acted as a positive catalyst for impulse buying. social media helps build positive branding and support impulse buying. the review of the research literature shows that in previous research on the determinants of impulse purchases, not much attention has been paid to the effect of the generation gap on impulse buying behavior. cultural transformation is gradual and it is a reflection of transformation in constructive experiences that have been formed in different generations. with the succession of newer generations, the worldview, desires, needs and behaviors of the audience have changed in different generations. therefore, it is necessary to consider the differences in attitudes of different generations, which are the basis of their different buying behaviors, and to form marketing activities according to them. therefore, although nearly three decades have passed since the concept of impulse buying and the activity of researchers in this field have passed, and the research literature in this field has been enriched enough for a systematic review, but few researchers have reviewed the existing literature in this field have conducted impulse buying in the context of social commerce, and a few recent studies have tried to describe the current and future status of research on impulse buying behavior, focusing on the theoretical foundations and factors affecting impulse buying. so far, bibliographic research has not been done in iran in order to comprehensively investigate this concept and the trend of global research in this field, and there is a research gap in this field. according to what was said, there are two main goals in this research. as the first goal, an attempt is made to identify and cluster the antecedents of impulse buying behavior in the context of social commerce by conducting a bibliometric analysis based on published scientific products, and the second goal is to bridge the gap between the two generations of z and y to be investigated in the antecedents of impulse buying behavior in the context of social commerce.methodology: the current research was carried out with a multi-method approach and using bibliometric analysis and online survey. at first, according to the bibliometric analysis method, the publishing process of all scientific products indexed in the scopus database from 1979 to 2022 in the field of impulse buying and social commerce was investigated, and the main subject clusters were identified as the antecedents of impulse buying behavior in the context of social commerce.