بررسی‌های بازرگانی

بررسی‌های بازرگانی

تأثیر ملی‌گرایی و خصومت مصرف‌کننده بر رفتار مصرفی محصولات خارجی با نقش تعدیل‌گر ویژگی‌های محصول

نوع مقاله : پژوهشی

نویسندگان
1 کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 دانشیار مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران،
3 دانشیار مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
4 کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران.
چکیده
هدف پژوهش حاضر، بررسی تأثیر ملی‌گرایی و خصومت مصرف‌کننده بر رفتار مصرفی محصولات خارجی با نقش تعدیل‌گر ویژگی‌های محصول است. این پژوهش از نظر هدف، کاربردی و از نظر ماهیت و روش، پیمایشی می‌باشد. جامعۀ آماری پژوهش شامل مصرف‌کنندگان  محصولات خارجی در شهر اردبیل است که به علت نامحدود بودن جامعۀ آماری، حجم نمونه ۳84 نفر برآورد شد که از این تعداد 288 نفر قادر به تکمیل پرسشنامه شدند. همان‌طور که اشاره گردید ابزار جمع‌‌آوری داده‌‌ها پرسشنامه است که به صورت حضوری توزیع گردید. جهت تجزیه و تحلیل داده‌‌ها از مدل‌‌سازی معادلات ساختاری و تحلیل عاملی تاییدی، و از نرم‌‌افزارهای SPSS و LISREL استفاده شد. شایان ذکر است که نتایج پژوهش نشان داد ملی‌گرایی بر خصومت مصرف‌کننده تأثیر مثبت و معنادار دارد. علاوه بر این، رابطۀ منفی و معنادار بین خصومت مصرف‌کننده و رفتار مصرفی محصولات خارجی نیز تایید شد. در نهایت، باید توجه داشت اگرچه اعتماد در رابطۀ بین خصومت مصرف‌کننده و رفتار مصرفی محصولات خارجی نقش تعدیل‌گر ندارد ولی کیفیت درک‌شده و قیمت (هزینۀ) درک‌شده در رابطۀ بین خصومت مصرف‌کننده و رفتار مصرفی محصولات خارجی نقش تعدیل‌گر دارند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The Effect of Nationalism and Consumer Hostility on the Consumption Behavior of Foreign Products with the Moderating Role of Product Characteristics

نویسندگان English

Morteza Sadeghi 1
Bagher Asgarnezhad Nouri 2
Ghasem Zarei 3
Maryam Mola Ghalghachi 4
1 Master of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Associate prof, Department of Business Administration, Faculty of Economics and Management, Urmia university, Urmia, Iran
3 Associate Professor of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
4 Master of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.
چکیده English

foreign products with the moderating role of product characteristics. This research is practical in terms of purpose and survey in terms of nature and method. The statistical population of the research includes consumers of foreign products in the city of Ardabil, due to the unlimited statistical population, the sample size was estimated to be 384 people, of which 288 people were able to complete the questionnaire. As mentioned, the data collection tool is a questionnaire that was distributed face-to-face. Structural equation modeling and confirmatory factor analysis, and SPSS and LISREL software were used to analyze the data. It is worth mentioning that the research results showed that nationalism has a positive and significant effect on consumer hostility. In addition, the negative and significant relationship between consumer hostility and consumption behavior of foreign products was also confirmed. Finally, it should be noted that although trust does not have a moderating role in the relationship between consumer hostility and consumption behavior of foreign products, perceived quality and perceived price (cost) play a moderating role in the relationship between consumer hostility and consumption behavior of foreign products.

کلیدواژه‌ها English

Nationalism / Consumer Hostility / Consumption Behavior of Foreign Products / Product Characteristics
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دوره 22، شماره 127 - شماره پیاپی 127
مهر و آبان 1403
صفحه 63-90

  • تاریخ دریافت 28 اسفند 1402
  • تاریخ بازنگری 19 اردیبهشت 1403
  • تاریخ پذیرش 23 اردیبهشت 1403