تأثیر رفتار خلق ارزش مشترک مشتری با ترجیح برند بر قصد خرید مجدد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده ادبیات و علوم انسانی دانشگاه گیلان، رشت، ایران

2 کارشناسی ارشد مدیریت بازرگانی، گرایش بازاریابی، دانشگاه گیلان، رشت، ایران

چکیده

امروزه کسب و کارها برای افزایش سودآوری و سهم خود، توجه ویژه­ای به درگیر کردن مشتریان در فعالیت­های شرکت و ایجاد احساس مسئولیت در آن­ها دارند. زیرا زمینه را برای بروز رفتار مشارکتی و شهروندی مشتریان مهیا می‌کند که به ایجاد رفتار خلق ارزش مشترک برای آن­ها می­انجامد و با ایجاد رضایت و وفاداری مشتریان بر ترجیح برند و تمایل به خرید مجدد آن­ها نیز تأثیرگذار است. این پژوهش به دنبال بررسی تأثیر متغیرهای رفتار خلق ارزش مشترک برای مشتری، ترجیح برند، قصد خرید مجدد است. در واقع هدف از انجام این پژوهش بررسی تأثیر رفتار خلق ارزش مشترک برای مشتری بر ترجیح برند و قصد خرید مجدد مشتریان است. علاوه براین نقش میانجی متغیر ترجیح برند میان رفتار خلق ارزش مشترک برای مشتری و قصد خرید مجدد بررسی می­شود. همچنین از نظر هدف و ماهیت گردآوری داده­ها، کاربردی و توصیفی- پیمایشی است. جامعه آماری پژوهش، مشتریان برندهای پوشاک در شبکه اجتماعی اینستاگرام هستند. 239 پرسشنامه به روش نمونه­گیری در دسترس جمع­آوری شد. تجزیه و تحلیل داده­ها به کمک مدل سازی معادلات ساختاری انجام گرفته است. نتایج پژوهش تأثیر مثبت و معناداری رفتار خلق ارزش مشترک برای مشتری بر ترجیح برند  و ترجیح برند بر قصد خرید مجدد را  نشان می­دهد. همچنین ترجیح برند نقش میانجی را میان رفتار خلق ارزش مشترک و قصد خرید مجدد دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Customer Value Co Creation Behavior and Brand Preference on Repurchase Intention

نویسندگان [English]

  • Mostafa Ebrahimpour Azbari, 1
  • Mohsen Akbari 1
  • Seyedeh Sadaf Veshkaei Nejad 2
1 Associate Professor, Department of Management, Faculty of Literature and Humanities of Guilan University, Rasht, Iran
2 MSc. of Business Administration, Guilan University, Rasht, Iran
چکیده [English]

Today, businesses have particular attention to customer participation and their responsibility towards firms in order to increase their profits and market share. Because this subject could provide the context for the customer involvement and citizenship behavior, which leads to have customer co creation value behavior, and by creating customer satisfaction and loyalty has affected their brand preference and repurchase intention. In fact, the purpose of this research is to investigate the effect of creating customer co creation value behavior on the brand's preferences and the repurchase intention. Also we examined the mediating role of brand preference in the relation between customer co creation value behavior and repurchase intention. The present study is practical in terms of purpose and descriptive in terms of data collection. The statistical population is the customers of various clothing brands in the Instagram social network. 239 questionnaires were gathered by convenient sampling method. We use structural equation modeling to analyze data. The results of this research show that customer value co creation behavior has a positive and significant effect on brand preference. The positive and significant effect of the brand equity on brand preference has been proven. Also brand preference mediated the relation between customer value co creation behavior and repurchase intention.

کلیدواژه‌ها [English]

  • Brand Preference
  • Customer Value Co-Creation behavior
  • Instagram
  • Repurchase Intention
 
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