مطالعه تأثیر کارکردهای نگرشی بر قصد خرید برندهای تقلیدی در ایران؛ تحلیل نقش جنسیت و ارزش خرید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، موسسه عالی آموزش و پژوهش مدیریت و برنامه‌ریزی، تهران

2 کارشناسی ارشد مدیریت بازرگانی، موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی، تهران

چکیده

مصرف کالاهای تقلیدی به یک مسئله فراگیر اجتماعی تبدیل ‌شده است و تأثیر آن‌ در شکل‌دهی به اعتماد و نگرش مشتریان همچنان موضوع بحث اندیشمندان رفتار مصرف‌کننده است. استقبال از کالاهای مشابه برند اصلی، تنها به موضوع قیمت و یا مصرف تظاهری محدود نمی‌شود بلکه شبکه در هم تنیده‌ای از متغیرهای رفتاری و ادراکی بر شکل‌گیری این پدیده در چارچوب مصرفِ پسامدرن مؤثر است. این پژوهش به صورت تجربی به مطالعه تأثیر کارکردهای نگرشی از چهار منظر هویت مداری، دفاع از خود، کارکرد شناختی و سازگاری اجتماعی بر قصد خرید مصرف‌کنندگان بر مبنای نظریه کاتز می‌پردازد. به ‌منظور دست‌یابی به اهداف تحقیق، نمونه 318 نفری از مصرف‌کنندگانی است که به‌ صورت آگاهانه محصولات تقلیدی را در شهر تهران خریداری کرده‌اند مورد بررسی قرار داده است. در تحلیل داده‎ها از ابزارهایی مانند رگرسیون سلسله مراتبی و مدل‌سازی معادلات ساختاری (‌SEM) استفاده‌ شده است. کارکردهای نگرشی بر ارزیابی خرید محصولات تقلیدی تأثیر منفی و معناداری دارند و ارزیابی خرید مصرف‌کنندگان به‌ عنوان متغیر میانجی بر قصد خرید محصولات تقلیدی تأثیر دارد. پدیده محصولات تقلیدی را نمی‌توان انکار کرد و به ‌نوعی شکل‌دهنده واقعیتی جدید در بازارهای فرا مصرف‌گرا است؛ بنابراین مدیران برند با تحلیل کارکردهای نگرشی و ارزش‌های خرید قادر خواهند بود پیامدهای آن را بر کسب‌وکار خود تعدیل نمایند.

کلیدواژه‌ها


عنوان مقاله [English]

Effect of Attitude Functions on Intention to Purchase Counterfeits Brands in Iran; Analysis of the Role of Gender and Purchase Value

نویسندگان [English]

  • mehdi khademi 1
  • Fateh Gaderyani 2
  • shiva Nosrati 2
1 Assistant Prof, Institute for Management and Planning studies, Tehran, Iran
2 MSc Institute for Management and Planning studies, Tehran, Iran
چکیده [English]

Consumption of intended 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 price subject or ostentatious consumption, but the intertwined network of behavioral and perceptual variables underlies it in a postmodern analytical framework. This study analyzes the roots of this issue and then empirically studies the effect of attitude functions from four perspectives, knowledge function, social-adjustive function, ego-defensive function, and social adjustment on consumers' purchase intention based on Katz's theory. The research method is quantitative, and the data collection tool in the survey is a questionnaire. To achieve the research objectives, a sample of 318 consumers who have consciously purchased fake products in Tehran. The article used hierarchical regression and structural equation modeling (SEM) in data analysis. Attitudinal functions have a negative and significant effect on counterfeit product evaluation, and the evaluation of consumers' purchases as a mediating variable affects the intention to purchase counterfeit 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]

  • Attitude Functions / Evaluation of Purchase of Counterfeit brand / Intention to Purchase Counterfeit Brand
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