پژوهش های مدیریت در ایران

شماره جاری

بر اساس شماره‌های نشریه

بر اساس نویسندگان

بر اساس موضوعات

نمایه نویسندگان

نمایه کلیدواژه ها

درباره نشریه

اهداف و چشم انداز

اعضای هیات تحریریه

اصول اخلاقی انتشار مقاله

بانک ها و نمایه نامه ها

پیوندهای مفید

پرسش‌های متداول

فرایند پذیرش مقالات

اطلاعات آماری نشریه

اخبار و اعلانات

تأثیر پایگاه‌های قدرت اجتماعی برند بر رفتار خرید؛ با میانجی سطح درگیری ذهنی محصول مصرف‌کننده

نویسندگان

1 استادیار

2 دانشجو

چکیده

با گسترش روزافزون رقابت در بین شرکت‌های تجاری و تغییرات مربوط به افزایش یا کاهش سهم بازار، نگاه علمی به تمامی فعالیت‌های بازاریابی روز‌به‌روز بیشتر احساس می‌شود. یکی از مهم‌ترین فعالیت‌های بازاریابی، توجه به چرایی و چگونگی رفتارهای خرید مشتری است. هدف پژوهش حاضر تبیین تأثیر پایگاه‌های قدرت اجتماعی برند بر رفتار خرید با میانجی سطح درگیری ذهنی محصول مصرف‌کننده است. این پژوهش کاربردی و از نوع توصیفی پیمایشی است. جامعه آماری پژوهش شامل مشتریان نمایندگی‌های شرکت ایران خودرو در شهرستان خرم‌آباد است که به دلیل نامحدودی حجم جامعه آماری با استفاده از فرمول کوکران و با استفاده از نمونه‌گیری در دسترس نمونه‌ای به حجم 384 نفر انتخاب شد. ابزار مورد استفاده در این پژوهش پرسش‌نامه بوده که روایی آن از روش اعتبار محتوا و پایایی آن از طریق آلفای کرونباخ تأیید شده است. از رویکرد معادلات ساختاری و نرم‌افزار آموس برای بررسی و آزمون فرضیه‌ها استفاده شده است. نتایج پژوهش حاکی از آن است که در سطح خطای 05/0 پایگاه‌های قدرت اجتماعی برند تأثیر مثبت و معناداری بر رفتار خرید و سطح درگیری‌های ذهنی محصول مصرف‌کننده دارد، همچنین می‌توان عنوان کرد که در سطح خطای 05/0 درگیری‌های ذهنی محصول نقش متغیر میانجی در تأثیر پایگاه‌های قدرت اجتماعی برند بر رفتار خرید دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating Brand's Social Power Base Effects on Purchase Behavior: Mediating Role of Consumer's Product Cognitive Engagement Level

نویسنده [English]

  • abdollah saedi 2

چکیده [English]

Increasing expansion of competition among commercial companies and variations relate to increase or decrease in the market share, brings a scientific look at all marketing functions forward. One of the most important marketing activities is attention to why and how customers' behaviors are created. The present research's objective is to determine effects of the brand's social power base on the purchase behavior mediated by level of consumerProduct involvement. Statistical society of the research includes costumers of Iran-Khodro company agencies in khorramabad city. Due to infinite volume of statistical population, a sample of 384 subjects were chosen using Cochran formula and available sampling method. validity and reliability of the questionnaire  were confirmed using content-creditability method and cronbach-alfa respectively. To examine and test hypotheses, the structural equation modeling   approach and Amos software were used. The  research  finding  indicate that at %5  error   level , the  bases  of the  brand's social power  have a significant  positive effect on the  purchase   behavior and cognitive engagements of  the consumers  product. In addition,  it can be  stated  that at  the  error level of  %5, the  product's cognitive engagement has a mediator role  in  the  effects  of  the brand's  social  power  bases  on  the  purchase  behavior.

کلیدواژه‌ها [English]

  • Brand Social Power Base
  • Purchase Behavior
  • Cognitive Engagement Level
مراجع
 [1]   Ghouchani, F,. Hasheminia, SH,. Eghbalee, R.(1392).  The marketing strategy effect of media  advertising As a In the passenger car buyer behavior, Journal of Business Management, (20), 103-120.
]2[    Littler, D., Melanthiou, D. (2006). Consumer perceptions of risk and uncertainty and the implications for behaviour towards innovative retail services: The case of Internet Banking. Journal of Retailing and Consumer Services. 13 431–443.
]3[    Te'eni-Harari,T., & Hornik, J. (2010).  Factors influencing product involvement among young consumers. Journal of Consumer Marketing, 27(6), PP, 499-506.
[4]    Abdolvand, M,. Nickfar, F .(1390). The effect relationship between Product brain conflict And commitment to the brand(Case study: Professors Islamic Azad University of Tehran), Marketing Management, (13), 75-95.
]5[    Schultz, D. E. (1998). Branding The Basis for Marketing Integration. Marketing News, vol. 8,pp 24-32.
]6[    French J, r., J. R. P., & Raven, B. (1959). The bases of social power, In D. Cartwright (Ed.), Studies in social power. Ann Arbor: The University of Michigan Press. pp. 150–167.
]7[    Crosno, J. l.,Freling,T. H., & Skinner, S. J. (2009). does brand social power mean market might? Exploring the influence of brand social power on brand evaluation, psychology & marketing, 26, 91-121.
[8]    Heidarzadeh, K,. Alwani, S. M,. Qalandari, K. (1389). The effect of Dimension social power brand Based on customers brain readiness levels decision to buy, Management Researchess, (86), 28.
[9]    Azizi, Sh,. Ghnbarzadeh, M,. Fakgarmanesh, S. (1391). Assess the impact of brand personality On attitudinal loyalty And customer behavior Hyperstar Brand , Management Researcheses in Iran, 16(4), 106- 123.
[10] Andalib ardekani, D,. Keshavarz, P. (1395). The development of green products And effect on customer mental image With the approach of structural equation modeling (Case study: the food industry in Yazd province), New Researches in decision , 1(3), 86- 112.
[11] Hosseini, M,. Frhadynhad, R. (1391). Identifying measurement scale Brand image At the University, Modern Researcheses in Decision Making , 8(3),110-130.
[12] Azizi, B,. Mehrabi Koushki, A,.Peeri,  M,. Jalali Farahani, m. (1388). Determination of power resources managers Physical Education Organization And its relationship with fitness And Employee satisfaction, Managment Sport, (3),119-133.
]13[ Kirmani, A., Sood, S. & Bridges, S. (1999). The Ownership Effect in Consumer Responses to Brand Line Stretches”, J Mark, vol.63(1), pp.88-101.
]14[ Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research. 61. 1062–1075.
]15[ Hersey, P., Belanchard, K. H., & Johnson, D. E. (2007). Management of Organizational Behavior, Pub. Prentice-Hall of India Privat Limited; ED; New Delhi,p,77.
]16[  Townsend, J. D. (2005). Sources and consequences of brand equity in the automotive industry. Dissertation of Michigan State University, 1-231.
]17[  Brosekhan, A. A., &Velayutham, C. M. (2008). Consumer Buying Behaviour – A Literature Review. IOSR. Journal of Business and Management (IOSR-JBM), 08-16.
[18] Iranmanesh, M. (1382). Understanding how consumer behaviorMarket health care products - cosmetics and detergents, Eighth International Conference on cosmetic industries,Thran,74-78.
[19] Frzynfr, Z,. Sydhardkany, S,. Alhoseinimodaresi, S.M. (1395). The role of money approach Buy obsessive Junior ,Management Researcheses in Iran, 20(2), 177- 194.
[20] Samadi, M,. Hosseinzade, A,. Nvranykvsnayy, M.(1389). The effect relationship between Relationship marketing tactics Chain stores And customer buying behavior ,Management Business,(4), 93-110.
]21[  Kotler, P, & Armstrong G. (2005).  Marketing: An Introduction. New Jersey: Pearson Education,Inc.p,93.
]22 [ Durmaz, Y. (2014). The Influence of Cultural Factors on Consumer Buying Behaviour and an Application in Turkey. Global Journal of Management and Business Research: E Marketing. Volume 14, 37- 44.
]23[  Khaniwale, M. (2015). Consumer Buying Behavior. International Journal of Innovation and Scientific Research, Vol. 14 No. 278-286.
[24] Syed Javadein, S.R,. Samadi, M,. Naghbi, B. (1389). The study role of family members Decisions Buy consumer durables Goods, Journal of Business Management , 7(2), 258-278.
]25[  Tamboli, S. (2008). Fashion clothe Buying Behavior Danish Female Student, Master Thesis, Aarhus School of Business University of Aarhus.p, 13.
]26[  Durmaz, Y. (2014). The Impact of Psychological Factors on Consumer Buying Behavior and an Empirical Application in Turkey. Asian Social Science; Vol. 10, No. 6.pp.194-204.
]27[  Alcheva, V., Cai, Y & Zhao, L. (2009). How does a cause-related marketing strategy shape consumer perception, attitude and behaviour? Master thesis. PP.1-127.
]28[  Gunsel, A., Siachou, E & ,.Acar, A . (2011). Knowledge Management And Learning Capability To Enhance Organizational Innovativeness 7 .the International Strategic Management Conference . 880-888.
]29[  Nisar, W (2014). Influences of Consumer Behavior:Research about Beverage Brands of Pakistan. International Journal of Academic Research in Business and Social Sciences, Vol. 4, No. 8. 137-146.
]30[  Xu, X-L., & Ren, L-CH. (2010). The influence of Values and Lifestyle on purchasing Behavior of Consumers -A Research in Mobile Phone Market, IEEE.
]31[  Lada, S., Sidin, S, MD., & Guan Cheng, K, T (2014). Moderating Role of Product  Involvement on the Relationship Between Brand Personality and Brand Loyalty. Journal of Internet Banking and Commerce, vol. 19, no.2, PP1-16.
]32[  Quester, P., & Lim, A. L. (2003). Product involvement/brand loyalty: Is there a link?, Journal of Product and Brand Management, 12 (1), pp. 22-38.
]33[ Lee Seungeun. (2005). The Influence of ProductInvolvement And Fan Identification on Response to Team Sponsors’ Products Dissertation, The Ohio State University, p, 83.
[34] Heidarzadeh, K,. Khosrozadeh, SH. (1390). The effect of Subjective image of the country of origin of production, Awareness of the product and intellectual engagement Product on consumers' purchasing decisions, Management Business, (11), 1-32.
]35[ Bian, X., & Moutinho, L. (2009). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits Direct and indirect effects, European Journal of Marketing, Vol. 45 No, pp. 191-216.
[36] Najafi, F,.Khari, B. (1390).  The effect of country origin of production To Consumer behavior: the moderating role Assess of The product conflicts And familiarity with the product on country origin of production On product evaluation And behavioral intentions of customers , Management Business,(17), 37-60.
(37) Young, Ha. (2006). The Influence of Online Visual Merchandising on Consumer Emotions: Moderating Role of Consumer Involvement. Dissertation Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of the Ohio State University, p, 49.
(38) Kapferer, J. N & Laurent, G. (1985). Consumer involvement profiles: A new practical approach to consumer involvement, Journal of Advertising Research, 25 (6), 48-56.
(39) Kapferer, J. N. & Laurent, G. (1993). Further Evidence on the Consumer Involvement Profile: Five antecendents of Involvement, Psychology & Marketing, Vol. 10, 347-355.
[40] Choubtarash, N., Mahdieh, O., & Barati Marnani, A (2013). The study of the relationship between consumer involvement and purchase decision (Case study:Cell phone). Interdisciplinary Journal of Cotemporary Reserch In Business, Vol 4, 12, 276- 296.
[41] Ghasemi, v. (1392). Structural equation modeling Researches in Social application Amos, Thran, Sociologists Publications.
پژوهش های مدیریت در ایران
دوره 21، شماره 3
آذر 1396
صفحه 217-241
فایل ها
اشتراک گذاری
ارجاع به این مقاله
آمار