The Impact of Purchases With Debit Cards on the Consumption of Unhealthy Food

Document Type : Research Paper

Authors

1 Master’s Student of Marketing Management, University of Tehran, Tehran, Iran

2 Professor, Faculty of Management and Accounting, University of Tehran, Tehran, Iran

3 Associate Professor in Economics, Department of Public Administration, Faculty of Management, University of Tehran, Tehran, Iran

4 Master’s Holder, Faculty of Management, University of Tehran, Tehran, Iran

5 Undergraduate Student of Medical Laboratory Sciences, Zahedan Branch, Islamic Azad University, Zahedan, Iran

Abstract

The present study aimed to determine whether consumers are more likely to buy unhealthy food items when paying with debit cards compared to the time when they pay in cash, analyzing the effects of payment methods on the impulsive purchase of unhealthy products. To this end, the purchase behavior of a sample of 760 consumers was analyzed via a preliminary study and three main studies. To collect the data, consumer invoices, questionnaires, and purchase simulation techniques were used. The findings indicated that even though the participants who were randomly placed in the debit card payment group were aware of the unhealthiness of the food products, they still purchased such products, clearly showing their impulsive behavior. In cash purchases, the number of unhealthy food items in the shopping basket of consumers proved to be lower compared to when the consumers paid with debit cards. Furthermore, paying with debit cards reduced the pain of paying, ultimately raising the purchase of unhealthy food items.

Keywords

Main Subjects


Article Title [فارسی]

تأثیر خرید با کارت های اعتباری بر مصرف غذاهای ناسالم

Authors [فارسی]

  • دانیال شهرابی فراهانی 1
  • منصور مومنی 2
  • عزت الله عباسیان 3
  • امیر هادی محمدی 4
  • پریسا نیک اقبال 5
1 دانشجو کارشناسی ارشد مدیریت بازاریابی، دانشگاه تهران، تهران، ایران
2 استاد تمام دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 دانشیار دانشکده مدیریت، دانشگاه تهران، تهران، ایران
4 دانش آموخته کارشناسی ارشد مدیریت بازرگانی MBA، دانشگاه تهران، تهران، ایران
5 دانشجو کارشناسی علوم آزمایشگاهی، دانشگاه زاهدان، زاهدان، ایران
Abstract [فارسی]

هدف مقاله پیش رو آن است که مشخص سازد آیا مشتریان در زمان پرداخت، در صورتی که با کارت اعتباری خرید نمایند، بیشتر اقلام خوراکی نا مناسب برای سلامت بدن خریداری می کنند یا در مواقعی که پول نقد پرداخت خواهند نمود، با توجه به بررسی تاثیر روشهای پرداخت بر روی خرید تکانشی کالاهای خوراکی ناسالم. برای نیل به این مقصود، رفتار خرید 760 مشتری توسط یک پیش مطالعه و سه مطالعه ی اصلی مورد بررسی قرار گرفت. به منظور جمع آوری داده ها، بررسی فاکتور (فیش) خرید مشتریان، پرسشنامه و تکنیک شبیه سازی خرید مورد استفاده قرار گرفت. نتایج این تحقیق نشان داد که علی رغم آگاهی مشتریانی که بصورت تصادفی ( احتمال ) در شرایط خرید با کارت اعتباری قرار گرفته بودند از نا سالم بودن کالا، رفتار خرید تکانشی، باعث خرید این کالاهای ناسالم خوراکی می شد. در سیستم خرید نقدی، تعداد کالای خوراکی نا سالم موجود در سبد خرید مشتریان، میزان کمتری را در مقایسه با سیستم خرید با دبیت کارت ، نشان داد.

Keywords [فارسی]

  • درد ناشی از پرداخت
  • خرید تکانشی
  • اقلام خوراکی ناسالم
  • روشهای پرداخت
  • کارت اعتباری
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