ارزیابی اثرات نوگرایی مصرف کنندگان، ارزش‌های هیجانی و چشم و هم‌چشمی بر روی قصد خرید کالاهای با برند خارجی در ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیأت علمی گروه مدیریت، دانشگاه آزاد اسلامی، واحد سنندج، ایران

2 دانشجوی دکترای مدیریت بازرگانی- مدیریت بازاریابی و عضو باشگاه پژوهشگران جوان و نخبگان دانشگاه آزاد اسلامی, واحد سنندج، سنندج، ایران

10.29252/bar.9.18.159

چکیده

رفتار خرید مشتری، توسط مجموعه­ای از رفتارهای اجتماعی هدایت می­شود. هدف اصلی پژوهش، ارائه الگوی اثرات نوگرایی مصرف کنندگان، ارزش‌های هیجانی و چشم و هم‌چشمی بر روی قصد خرید کالاهای با برند خارجی است. به این منظور، کلیه مشتریان مجتمع­های عرضه­کننده لوازم الکترونیکی در سطح شهر سنندج به عنوان جامعه آماری لحاظ و مورد مطالعه قرار گرفته‌اند. از نِگرِ روش‌شناسی، پژوهش حاضر از نوع پیمایشی- کاربردی بوده و مبتنی ‌بر روش‌های توصیفی- زمینه‌یابی است. داده‌های موردنیاز، از طریق ترکیب و تجمیع چند پرسشنامه استاندارد با ملحوظ نمودن اصلاحات صوری جمع­آوری شده است. محتوای عوامل احصاء­شده با نظر خبرگان و سپس اعتبار سازه آزمون با استفاده از روش­های تحلیل عاملی و شاخص KMO تأیید شد. پایایی آزمون نیز با توجه به آلفای کرونباخ برای تمامی متغیرها محاسبه و تأیید گردید. یافته­های نهایی پژوهش نشان می­دهد که متغیرهای مطرح‌شده، پیش­بین­های مناسبی از قصد خرید محصولات و برندهای خارجی هستند. بنابراین می‌توان اذعان کرد که نوگرایی مصرف کنندگان، ارزش­های هیجانی و چشم و هم‌چشمی هر کدام به نوعی و با شدت خاصی میزان تمایل و گرایش به خرید محصولات با برندهای خارجی  را تحت تأثیر قرار می­دهند. سایر نتایج، حاکی از برازش و درجه تقریب مناسب مدل پیشنهادی در جامعه مورد مطالعه است.

کلیدواژه‌ها


عنوان مقاله [English]

Assessment of the Effects of Consumers’ Innovativeness, Emotional Values, and Competition on Their Intention to Purchase Foreign-brand Goods in Iran

نویسندگان [English]

  • Saman Sheikhesmaeili 1
  • Soran Mowlaie 2
1 Faculty Member, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 Ph.D. Candidate in Marketing Management, Young Researchers and Elite Club, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
چکیده [English]

Customers’ purchasing behavior is guided by a set of social behaviors. The primary purpose of this study is to structuralize and validate the relationships in a new pattern of the effects of consumers' innovativeness, emotional values, and competition on their intention to purchase foreign-brand goods. To achieve this purpose, all the clients of the appliance-supplying commercial complexes across Sanandaj, west of Iran, were considered as the study population and enrolled into the study. From the methodological perspective, this work is a correlational-applied study conducted according to a descriptive-survey method. The required data were gathered through combination and consolidation of a number of standard questionnaires, with some formal modifications. The content validity of the recognized factors was confirmed by experts and the construct validity of the developed scale by factor analysis and KMO index. The scale's reliability was investigated and then confirmed by Cronbach's alpha coefficient for all the variables. Through the data analysis, it was indicated that the raised variables are good predictors of the intention to buy foreign-brand goods. Therefore, it can be argued that a consumer’s innovativeness, emotional values, and sense of competition independently influence his or her tendency to purchase foreign-brand goods to a certain degree. The other results obtained suggest the appropriate goodness-of-fit and the good degree of approximation of the recommended model.

کلیدواژه‌ها [English]

  • Consumer innovativeness
  • Emotional values
  • Competition
  • Purchase intention
  • Foreign brand
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