نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، موسسه عالی آموزش و پژوهش مدیریت و برنامهریزی، تهران
2 کارشناسی ارشد، موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی، تهران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Consumption of Intention goods has become a pervasive social issue, and its impact on shaping customers' trust and attitudes continues to be debated by thinkers of consumer behaviors. The reception of goods similar to the original commodity is not limited to the subject of price or ostentatious consumption, but the intertwined network of behavioral and perceptual variables underlies it in a postmodern analytical frame-work. This study analyzes the roots of this issue and then empirically studies the effect of attitude functions from four perspectives of identity Knowledge function, social-adjustive function, ego-defensive function and social adjustment on consumers' purchase intention based on Katz theory. The method of this research is quantitative and the data collection tool in the survey is a questionnaire. In order to achieve the objectives of the research, a sample of 318 consumers who have consciously purchased fake products in Tehran. In data analysis, tools such as hierarchical regression and structural equation modeling (SEM) have been used. Attitudinal functions have a negative and significant effect on the evaluation of the purchase of fake products and the evaluation of consumers' purchase as a mediating variable has an effect on the intention to purchase fake products. There is no denying the fact that it is, in a way, shaping a new reality in consumer markets; Therefore, brand managers can moderate its effects on their business to some extent by analyzing attitudinal functions and purchasing values.
کلیدواژهها [English]
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