ارزیابی نگرش به خرید کالاهای تقلبی و تمایل خرید از بازار خاکستری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دولتی دانشگاه پیام نور، تهران، ایران

2 استادیار گروه مدیریت، دانشگاه خیام، مشهد، ایران

10.29252/bar.2021.9305.2470

چکیده

هدف این مقاله بررسی و ارزیابی عوامل مؤثر بر تمایل مصرف کننده به خرید گوشی هوشمند از بازار خاکستری است. نوع پژوهش مقاله از توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری پژوهش مصرف کنندگان گوشی در بازارهای گوشی تهران بودند. بدین منظور نمونه‌ای برابر با 390  نفری بر اساس فرمول کوکران و با استفاده از روش نمونه‎گیری در دسترس انتخاب شدند. برای جمع‎آوری داده‎ها از پرسشنامه استفاده شد. روایی پرسشنامه با استفاده از روایی سازه (هم‌گرا) و پایایی آن با استفاده از آلفای کرونباخ و پایایی مرکب مورد تأیید قرار گرفت. با بررسی مبانی نظری  پژوهش،  مدل طراحی شد، مدل شامل عوامل تازگی‌طلبی، وضعیت مصرف، درستى و ریسک ادراک شده بر نگرش به خرید و قصد خرید گوشی‎های هوشمند قاچاق بود. در این مدل، نگرش مصرف کننده نسبت به کالاهای تقلبی، عامل میانجی در نظر گرفته شد. برای بررسی فرضیه ها، مدل معادلات ساختاری مورد استفاده قرار گرفت. نتایج نشان داد تازگی طلبی تأثیر مثبتی بر نگرش به خرید گوشی‎ هوشمند قاچاق دارد، تأثیر وضعیت مصرف و درستی بر نگرش به خرید گوشی‎ هوشمند قاچاق منفی بود. تأثیر نگرش به خرید بر قصد (تمایل) به خرید مثبت بود. نقش میانجی متغیر در روابط متغیرها تأیید شد. همچنین تأثیر ریسک ادراک شده بر تمایل به خرید گوشی‎های هوشمند  منفی و این متغیر عاملی بازدارنده برای خرید گوشی‎های هوشمند بازار خاکستری است.

کلیدواژه‌ها


عنوان مقاله [English]

Assessing the Attitude towards Buying Counterfeit Goods and the Desire to Buy from Gray Market

نویسندگان [English]

  • Akbar Bahmani 1
  • Hossein Balochi 2
1 Assistant Professor of Public Administration Department, Payame Noor University, Tehran, Iran
2 Assistant Professor of Management Department, Khayyam University, Mashhad, Iran
چکیده [English]

This study analyzes the effective factors on consumers' tendency to buy smart phones from gray markets. The research is a descriptive survey and correlation type. The statistical population included all consumers of cellphones in Tehran mobile market. Based on that, a sample of 390 people was selected through Coachran's formula using available sampling method. Questionnaires were used to collect data. The validity of the questionnaire was confirmed through using construct validity and its reliability was estimated using Cronbach's Alpha and also combined reliability methods. Studying research literature, the model was designed and it includes factors of novelty seeking, consumption condition, integrity and perceived risk of attitude towards purchase and intention of buying smuggled smartphones. In this research, consumer's attitude towards counterfeit goods was considered as a mediator variable. In order to study the hypotheses Structural equation modeling was used. According to the results, novelty seeking has a positive effect on attitudes towards buying smuggled smartphones. The effect of consumption condition and integrity on attitudes towards buying smuggled smartphones was negative. The attitudes of consumers towards counterfeit goods have a positive effect on the willingness of consumers to buy gray market smartphones.  The role of mediator variable between the relationships of variables was confirmed. In addition, the perceived risk has negative impact on willingness to buy smuggled smartphones and this variable is a restrainer factor of buying smartphones from gray market.

کلیدواژه‌ها [English]

  • Gray Market Phones
  • Attitudes toward Counterfeit Products
  • Perceived Risk
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