الگوی شناخت رفتار مصرف کنندگان کالاهای لوکس بر مبنای نظریات مصرف تظاهری

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازاریابی/دانشگاه علامه طباطبائی

2 عضو هیات علمی دانشگاه علامه طباطبائی

چکیده

علم بازاریابی شامل حوزه‌های متعددی می‌باشد که یکی از پرمخاطب‌ترین حوزه‌های آن، بازاریابی برندهای لوکس است. در این تحقیق، با استفاده از مبانی نظری جامعه‌شناسانه، روان‌شناسانه، اقتصادی و بازاریابی که شامل نظریات دانشمندانی مانند وبلن، دوزنبری و مازلو می‌شود به بررسی رفتار مصرف‌کنندگان کالاهای لوکس پرداخته‌ایم. با مطالعه پیشینه پژوهش و مبانی نظری شش اثر به‌عنوان انگیزه‌های مصرف‌کنندگان کالاهای لوکس شناخته شده‌اند که شامل، اثر تظاهری وبلن، اثر تقلیدی-تمایزی دوزنبری، اثر افاده‌ای، اثر ارابه‌ای، اثر لذت‌گرایی و اثر کمال‌گرایی هستند. برای بررسی وجود این اثرها از ابزار پرسشنامه استفاده کردیم. شیوه تحلیل آماری، معادلات ساختاری و تحلیل عاملی تأییدی بوده است. با مطالعه و تحلیل آماری صورت گرفته بر روی 385 نفر از مصرف‌کنندگان کالاهای لوکس در تهران به بررسی وجود این انگیزه در شهروندان و رتبه‌بندی آنها پرداخته شده است، نتایج حاکی از وجود تمامی این انگیزه‌ها در مصرف‌کنندگان کالاهای لوکس است. همچنین نتیجه رتبه‌بندی انگیزه‌ها نیز نشان می‌دهد که اثر وبلن بالاترین رتبه و اثر کمال‌گرایی آخرین رتبه را دارند.

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