An Investigation of the Antecedents of Consumers' Confusion in Purchasing an Outbound Package tour in the City of Isfahan by Fuzzy Delphi Method

Document Type: Research Paper

Authors

Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Iran

Abstract

The concept of consumer confusion has gained a considerable attention in consumer behavior literature during recent years. However,it is considered as a relatively new concept in marketing, particularly in businesses that provide intangible products such as tourism. This study aimed to investigate factors that potentially influence consumer confusion proneness in purchasing outbound package tours. It also ranked the influential factors based on their importance or perceived influence strength from the experts’ point of view through a two-phase methodology constituting of Thematic-Analysis and Fuzzy Delphi Method. As a qualitative method, the first phase was done based on data collected from 23 in-depth qualitative interviews with the consumers of outbound tours. This phase resulted in a list of drivers potentially functioning as the antecedents of consumer confusion in the target society. The second phase was based on group consensus acquired from a panel of qualified experts providing their opinions on a specific issue. In this phase, 15 experts of consumer behavior, tourism, and psychology were interviewed to provide professional opinions and responses to tourism-oriented questions. The group consensus was obtained after the third round of running the questionnaires among experts. According to the consensus, 23 factors had potential influence on consumer confusion in buying an outbound package tour.

Keywords

Main Subjects


Article Title [Persian]

شناسایی عوامل زمینه‌ساز سردرگمی مصرف‌کننده در خرید بسته سفر خارجی در شهر اصفهان با استفاده از تکنیک دلفی فازی

Authors [Persian]

  • سیده معصومه عبداللهی
  • بهرام رنجبریان
  • علی کاظمی
دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
Abstract [Persian]

سردرگمی مصرف‌کننده طی سال‌های گذشته توجه زیادی در ادبیات رفتار مصرف‌کننده به خود معطوف کرده است. با این وجود این مفهوم همچنان در حوزه بازاریابی به ویژه در کسب‌وکارهایی با محصولات ناملموس نظیر صنعت گردشگری پدیده‌ای جدید و ناشناخته بشمار می‌رود. هدف این مطالعه شناسایی و رتبه‌بندی عواملی است که بصورت بالقوه گرایش به سردرگمی را خرید بسته‌های سفر خارجی تحت تأثیر قرار می‌دهد. روش تحقیق شامل دو مرحله تحلیل مضمون و تکنیک دلفی فازی بوده است. فاز نخست در قالب مطالعه کیفی بر مبنای داده‌های حاصل از مصاحبه‌ با 23 نفر از خریداران بسته‌های سفر خارجی در اصفهان صورت پذیرفته است. خروجی این مرحله فهرستی از عواملی است که می‌تواند بعنوان عوامل زمینه‌ساز سردرگمی مصرف‌کننده در جامعه مورد بررسی عمل کند. فاز دوم بر اساس خروجی مرحله اول و ادبیات نظری و مبتنی بر اجماع گروهی پانل مطالعه شامل 15 نفر از متخصصان حوزه رفتار مصرف‌کننده، گردشگری و روان‌شناسی است که دیدگاه‌های خود را در خصوص موضوع مورد مطالعه بیان کرده‌اند. نتیجه این فاز پس از اجرای سه دور نظرسنجی و ارزیابی نظرات سایر اعضا شناسایی و رتبه‌بندی 23 عامل بعنوان عوامل زمینه‌ساز سردرگمی مصرف‌کننده در خرید بسته سفر خارجی است.

Keywords [Persian]

  • سردرگمی مصرف‌کننده
  • بسته سفر
  • صنعت گردشگری
  • سردرگمی ناشی از سرریز اطلاعات
  • سردرگمی ناشی از شباهت
  • سردرگمی ناشی از ابهام
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