مقايسه رفتار مشتريان در هنگام خريد كالاهاي لوكس به صورت حضوري و آنلاين

A Comparison of Consumer Behavior towards Luxury Goods: Online vs. In-store

ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ، ﺑﺮرﺳﯽ رﻓﺘﺎر ﻣﺸﺘﺮﯾﺎن در ﻫﻨﮕﺎم ﺧﺮﯾﺪ ﮐﺎﻻﻫﺎي ﻟﻮﮐﺲ ﺑﻪ ﺻﻮرت ﺣﻀﻮري و آﻧﻼﯾﻦ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف، ﮐﺎرﺑﺮدي و روش آن ﺗﻮﺻﯿﻔﯽ و از ﻧﻮع ﭘﯿﻤﺎﯾﺸﯽ ﻣﯽ ﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري در ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺷﺎﻣﻞ ﻣﺸﺘﺮﯾﺎن ﺣﻀﻮري و آﻧﻼﯾﻦ ﺳﺎﻋﺖ ﻣﭽﯽ ﺑﺎ ﺑﺮﻧﺪﻫﺎي ﻟﻮﮐﺲ در اﺻﻔﻬﺎن اﺳﺖ. ﺑﺪﻟﯿﻞ ﻋﺪم ﺗﻌﯿﯿﻦ ﺣﺠﻢ دﻗﯿﻖ اﯾﻦ ﻣﺸﺘﺮﯾﺎن ﺟﺎﻣﻌﻪ آﻣﺎري ﻧﺎ ﻣﺤﺪود در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ. در ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺧﺮﯾﺪاران ﺳﺎﻋﺖ ﻫﺎي ﻣﭽﯽ ﺑﺎ ﺑﺮﻧﺪﻫﺎي ﻟﻮﮐﺲ اﻧﺘﺨﺎب ﮔﺮدﯾﺪ و ﺑﺎ ﻣﺮاﺟﻌﻪ ﺑﻪ ﻓﺮوﺷﮕﺎه و ﻧﻤﺎﯾﺸﮕﺎه ﺳﺎﻋﺖ ﻫﺎي ﻟﻮﮐﺲ در اﺻﻔﻬﺎن (ﻣﺎﻧﻨﺪ ﺷﻌﺐ ﻓﺮوﺷﮕﺎه ﻫﺎي ﺣﺎج ﺻﺒﺎغ و روﻟﮑﺲ) ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ ﺑﯿﻦ ﺧﺮﯾﺪاران ﺣﻀﻮري ﺗﻮزﯾﻊ ﮔﺮدﯾﺪ. ﻫﻤﭽﻨﯿﻦ ﺑﺎ ﺗﻤﺎس و ارﺗﺒﺎط ﺑﺎ ﻣﺪﯾﺮ ﺳﺎﯾﺖ ﻫﺎي ﻓﺮوش ﺳﺎﻋﺖ ﻫﺎي ﻟﻮﮐﺲ (اﯾﺮان ﺗﺎﯾﻤﺮ، واچ آﻧﻼﯾﻦ) و ﺑﻪ دﻟﯿﻞ ﻣﺤﺪودﯾﺖ آﻧﻬﺎ ﺑﺮاي در اﺧﺘﯿﺎر ﮔﺬاﺷﺘﻦ اﯾﻤﯿﻞ ﻫﺎي ﻣﺸﺘﺮﯾﺎن، ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ ﺗﻮﺳﻂ ﻣﺪﯾﺮ ﺳﺎﯾﺖ ﺑﺮاي ﻣﺸﺘﺮﯾﺎن ارﺳﺎل ﺷﺪ. ﺑﻪ دﻟﯿﻞ ﻋﺪم ﺗﻔﮑﯿﮏ ﻧﻤﻮﻧﻪ ﻫﺎ ﺑﻪ ﺟﻬﺖ ﺳﺎﺑﻘﻪ ﺧﺮﯾﺪي ﮐﻪ ﻫﺮ ﮐﺪام از اﻓﺮاد ﻣﯽ ﺗﻮاﻧﻨﺪ ﺑﺼﻮرت ﺣﻀﻮري ﯾﺎ آﻧﻼﯾﻦ داﺷﺘﻪ ﺑﺎﺷﻨﺪ، ﺗﻔﮑﯿﮏ از ﻃﺮﯾﻖ ﺳﻮال اوﻟﯿﻪ در ﭘﺮﺳﺸﻨﺎﻣﻪ و ﺗﻔﮑﯿﮏ ﻧﻤﻮﻧﻪ ﻫﺎ ﺑﺮ اﺳﺎس ﭘﺎﺳﺦ ﺑﻪ اﯾﻦ ﺳﻮال ﮐﻪ ﺗﺎ ﭼﻪ اﻧﺪازه ﺗﻤﺎﯾﻞ و ﺳﺎﺑﻘﻪ ﺧﺮﯾﺪ آﻧﻼﯾﻦ ﺑﺮﻧﺪﻫﺎي ﻟﻮﮐﺲ را داﺷﺘﻪ اﻧﺪﺻﻮرت ﮔﺮﻓﺖ. ﺑﺮ اﺳﺎس ﻓﺮﻣﻮل ﺣﺠﻢ ﻧﻤﻮﻧﻪ، 368 ﻧﻔﺮ ﺑﻪ ﻋﻨﻮان نمي آﻣﺎري درﻧﻈﺮﮔﺮﻓﺘﻪ ﺷﺪﻧﺪ. در ﮐﻞ ﺑﺎ ﺗﻮزﯾﻊ ﭘﺮﺳﺸﻨﺎﻣﻪ در ﻣﺮاﮐﺰ ﺧﺮﯾﺪ و از ﻃﺮﯾﻖ ﺳﺎﯾﺖ ﻫﺎي ﻓﺮوش، 370 ﭘﺮﺳﺸﻨﺎﻣﻪ ﺟﻤﻊ آوري ﮔﺮدﯾﺪ و ﻣﻮرد ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺖ. از اﯾﻦ ﺗﻌﺪاد، 122 ﻧﻔﺮ ﮐﻪ ﺗﻤﺎﯾﻞ و ﺳﺎﺑﻘﻪ ﺧﺮﯾﺪ آﻧﻼﯾﻦ ﺑﺮﻧﺪﻫﺎي ﻟﻮﮐﺲ (ﻣﯿﺎﻧﮕﯿﻦ ﺑﺎﻻﺗﺮ از ﺣﺪ ﻣﺘﻮﺳﻂ 3) داﺷﺘﻨﺪ داﺷﺘﻨﺪ ﺑﻪ ﻋﻨﻮان ﺧﺮﯾﺪاران آﻧﻼﯾﻦ و 248 ﻧﻔﺮ ﮐﻪ ﺗﻤﺎﯾﻞ و ﺳﺎﺑﻘﻪ ﺧﺮﯾﺪ آﻧﻼﯾﻦ ﺑﺮﻧﺪﻫﺎي ﻟﻮﮐﺲ (ﻣﯿﺎﻧﮕﯿﻦ ﮐﻤﺘﺮ از ﺣﺪ ﻣﺘﻮﺳﻂ 3) ﻧﺪاﺷﺘﻨﺪ ﺑﻪ ﻋﻨﻮان ﺧﺮﯾﺪاران ﺣﻀﻮري در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ. ﺧﺮﯾﺪاران اﯾﻨﺘﺮﻧﺘﯽ ﺳﺎﻋﺖ ﻫﺎي ﻟﻮﮐﺲ ارزش زﯾﺎدي ﺑﺮاي راﺣﺘﯽ و در دﺳﺘﺮس ﺑﻮدن ﮐﺎﻻ ﻗﺎﺋﻞ ﻫﺴﺘﻨﺪ. ﺧﺮﯾﺪاران ﮐﺎﻻﻫﺎي ﻟﻮﮐﺲ مي توانند در ﺧﺮﯾﺪ اﯾﻨﺘﺮﻧﺘﯽ، ﻗﯿﻤﺖ ﻫﺎ را ﺑﺎ ﯾﮑﺪﯾﮕﺮ ﻣﻘﺎﯾﺴﻪ ﮐﺮده و ﮐﺎﻻﻫﺎﯾﯽ ﺑﺎ ﻗﯿﻤﺖ ﺑﻬﺘﺮ ﺧﺮﯾﺪاري ﻧﻤﺎﯾﻨﺪ. ﺧﺮﯾﺪاران ادﻋﺎ ﮐﺮدﻧﺪ ﮐﻪ ﺗﻤﺎﯾﻞ دارﻧﺪ ﮐﺎﻻﻫﺎي ﻟﻮﮐﺲ را ﺑﺎ ﻗﯿﻤﺖ ارزان ﺗﺮ ﺧﺮﯾﺪاري ﻧﻤﺎﯾﻨﺪ. اﻋﺘﻤﺎد آﻧﻼﯾﻦ و رﯾﺴﮏ ﭘﺬﯾﺮي ﺧﺮﯾﺪاران اﯾﻨﺘﺮﻧﺘﯽ ﺑﯿﺸﺘﺮ از ﺧﺮﯾﺪاران ﺣﻀﻮري اﺳﺖ. اﯾﻦ در ﺣﺎﻟﯿﺴﺖ ﮐﻪ اﻫﻤﯿﺖ ﺧﺪﻣﺎت ﺷﺨﺼﯽ ﻓﺮوش و وﺟﻮد ﺗﻌﺎﻣﻼت ﺑﺮاي ﺧﺮﯾﺪاران ﺣﻀﻮري ﺑﺎ ارزش ﺗﺮ ﻣﯽ ﺑﺎﺷﺪ.

The objective of this paper is to compare how online and in-store shoppers behave towards luxury goods. The study is a descriptive survey with applied goals. The statistical population includes in-store and online customers of luxury watches in the City of Isfahan. Due to its complicated nature, the population was assumed to be infinite. A questionnaire was used as the data collection instrument. Patrons at several luxury watch stores in the city were asked to participate in the study. Furthermore, a number of online stores carrying luxury watches were contacted to help with the study. In compliance with privacy policies, copies of the questionnaire were sent to online customers by store administrators, as the authors were not granted access to customer emails. The samples were inherently mixed in terms of online or in-store shopping experience. Therefore, the first item of the questionnaire asked participants to rate their tendency toward shopping luxury goods online. Sample size was determined using the designated formula yielding 368. Accordingly, a total of 370 questionnaires were collected from online and offline sources. Analysis of the data revealed that 122 individuals intended to buy luxury goods online or had previous experience doing so. This group was labeled as “online shoppers” (average rating above 3) and the remaining participants were classified as “in-store shoppers” (average rating below 3). Our findings show that online shoppers of luxury watches highly value convenience and access. Moreover, online stores enable them to compare prices and find the best deals. They claim to be price-conscious. However, they are more trusting and take more risks, as opposed to in-store customers who regard personalized service and personal interactions as important.