اثر گرایشات فرهنگی بر عرق ملی و تأثیر آن بر قصد و رفتار خرید مشتری

نوع مقاله : مقاله پژوهشی

10.22111/jmr.2012.659

چکیده

     در مطالعه حاضر با اتخاذ استراتژی تحقیق پیمایشی به بررسی تأثیر ابعاد گرایشات فرهنگی بر قصد و رفتار خرید افراد از طریق عرق ملی پرداخته شد. جامعه آماری مطالعه شامل مشتریان محصولات بلوریجات در شهر مشهد بودند که از بین آنها 310 نفر به عنوان نمونه مورد مطالعه در تحقیق انتخاب گردید. داده­های به دست آمده توسط پرسشنامه و به کمک نرم افزار پی.ال.اس مورد تجزیه و تحلیل قرار گرفت. نتایج نشان داد، مدل معادلات ساختاری به کار گرفته شده، مدل نظری قوی برای پیش­بینی قصد و رفتار خرید از طریق گرایشات فرهنگی و عرق ملی است، تمامی ابعاد گرایشات فرهنگی، به استثنای بعد مردانگی بر عرق ملی مشتری تأثیر معناداری داشت، عرق ملی مشتری بر قصد خرید محصولات خارجی از اثری منفی برخوردار بود و کیفیت محصولات خارجی بر قصد خرید این محصولات، تأثیر مثبت داشت. بر این اساس می­توان گرایشات فرهنگی را به عنوان یک عامل تأثیرگذار بر قصد و رفتار خرید مشتریان محسوب نمود و با تقویت آن، خرید از محصولات داخلی را افزایش داد.  

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Cultural Tendency on Patriotism and its Impact on Customer's Buying Intention and Behavior

چکیده [English]

In this study, the effect of different aspect of cultural tendency on customer's buying intention and behavior through patriotism was investigated using survey research strategies. The statistical population consisted of flint glass utensil customers in Mashhad; then 310 individuals were selected as statistical sample. The data obtained by questionnaire was analyzed by using PLS software. According to research results, the structural equation model applied in the study is an appropriate theoretical model for predicting buying behavior and intention through cultural tendency and patriotism. Also, all aspects of cultural tendency, except masculinity, have a significant effect on customers' patriotism. In addition, customer's patriotism had a negative effect on the intention of buying foreign products, as well as the quality of foreign products had a positive effect on intention to buying these products. Therefore, cultural tendency can be considered as an effective factor on customers' buying behavior and by supporting it, the intention and buying domestic products can be increased

کلیدواژه‌ها [English]

  • cultural tendency
  • patriotism
  • foreign products
  • customer's buying intention and behavior

مراجع

منابع فارسی
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