بررسی‌های بازرگانی

بررسی‌های بازرگانی

بررسی تأثیر قوم‌گرایی ، گشودگی فرهنگی و سازگاری فرهنگی مصرف‌کننده بر قصد خرید کالاهای وارداتی از طریق نقش میانجی تصویر کشور محصول (مطالعه موردی: مصرف‌کنندگان خودروهای چینی)

نوع مقاله : پژوهشی (کاربردی)

نویسندگان
1 استادیار گروه مدیریت، دانشگاه فردوسی مشهد، مشهد، ایران
2 دانش آموخته کارشناسی ارشد، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران
چکیده
هدف پژوهش حاضر، بررسی تأثیر قوم‌‌گرایی، گشودگی فرهنگی و سازگاری فرهنگی مصرف‌‌کننده بر قصد خرید کالاهای وارداتی از طریق نقش میانجی تصویر کشور مبدا بوده است. این پژوهش به لحاظ هدف، کاربردی و از لحاظ ماهیت و روش، توصیفی-پیمایشی است. جامعه‌‌ آماری پژوهش، مصرف‌‌کنندگان خودروهای چینی در شهر اصفهان بوده‌‌اند که تعداد 210 نفر از آنان از طریق روش نمونه‌‌گیری غیرتصادفی در دسترس بهعنوان نمونه انتخاب شدند. به‌‌منظور گردآوری اطلاعات از پرسشنامه و برای تجزیه و تحلیل داده‌‌ها از روش مدل‌‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزیی (SEM-PLS) استفاده شده است. نتایج پژوهش حاکی از آن است که قوم‌‌گرایی و سازگاری فرهنگی مصرف‌‌کننده بر تصویر کشور مبدا و قصد خرید کالاهای وارداتی تأثیر معناداری داشته است. همچنین، تصویر کشور مبدا بر قصد خرید تأثیر معناداری داشته است. به‌‌علاوه، تأثیر قوم‌‌گرایی و سازگاری فرهنگی مصرف‌‌کننده به‌‌طور غیرمستقیم از طریق نقش میانجی تصویر کشور مبدا بر قصد خرید کالاهای وارداتی مورد تأیید قرار گرفت؛ اما، گشودگی فرهنگی بر قصد خرید به‌‌طور مستقیم و غیرمستقیم از طریق نقش میانجی تصویر کشور مبدا تأثیر معناداری نداشته است. با توجه به عدم وجود پژوهشهای مرتبط، این مطالعه به بهبود درک رفتار خرید محصولات خارجی کمک ‌‌نموده و دلایل گرایش و رفتار مصرفکنندگان را به خرید کالاهای وارداتی به‌‌ویژه خودروهای چینی آشکار مینماید.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating the Effect of Ethnocentrism, Cultural Openness and Cultural Adaptation on The Intention to Buy Imported Products Through the Mediating Role of Country-of-Origin Image (Case Study: Chinese Car Consumers

نویسندگان English

zahra shekarchizadeh isfahani 1
safora esna ashari 2
1 Assistant Professor, Department of Management, Ferdowsi University of Mashhad, Mashhad, Iran..
2 Master's Degree, Shahid Ashrafi Isfahani University, Isfahan, Iran.
چکیده English

The aim of the current research was to investigate the effect of ethnocentrism, cultural openness, and cultural adaptation of consumers on the intention to buy imported products through the mediating role of the country-of-origin image. This research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consisted of consumers of Chinese cars in Isfahan city, of whom 210 were selected as a sample through a non-random sampling method. To collect data, a researcher-made questionnaire was used, and for data analysis, structural equation modeling with a partial least squares approach (SEM-PLS) was employed.
The results of the research indicate that consumer ethnocentrism and cultural adaptation have a significant effect on the country-of-origin image and the intention to purchase imported products. Additionally, the country-of-origin image has a significant effect on purchase intention. In addition, the influence of consumer ethnocentrism and cultural adaptation was confirmed indirectly through the mediating role of the country-of-origin image on the intention to purchase imported goods; however, cultural openness did not have a significant effect on the intention to purchase, either directly or indirectly through the mediating role of the country-of-origin image. Given the lack of relevant research, this study helps improve understanding of purchasing behavior for foreign products and reveals the reasons behind consumers' tendencies and behaviors toward purchasing imported products, especially Chinese cars.

کلیدواژه‌ها English

Consumer Ethnocentrism/ Cultural Openness/ Cultural Adaptability/ Purchase Intention
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دوره 23، شماره 130 - شماره پیاپی 130
فروردین و اردیبهشت 1404
صفحه 41-60

  • تاریخ دریافت 15 آبان 1403
  • تاریخ بازنگری 05 اسفند 1403
  • تاریخ پذیرش 18 اسفند 1403