تحلیل تأثیر خصومت مصرف کننده بر تصمیمات خرید

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی ـ گرایش بازاریابی، دانشگاه آزاد اسلامی واحد همدان، ایران

2 کارشناس‎ارشد مدیریت اجرایی، دانشکدۀ علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران

3 استادیار مدیریت کارآفرینی، دانشکدۀ علوم اجتماعی دانشگاه رازی، کرمانشاه، ایران

چکیده

خصومت مصرف‌کننده یکی از عوامل محدودکنندة جهانی­سازی بازارهاست و تأثیرات آن بر تصمیمات خرید، از مهم­ترین مباحث حوزة بازاریابی و رفتار مصرف­کننده محسوب می‎شود که نسبت به سایر مفاهیم این حوزه کمتر مطالعه شده است. هدف پژوهش حاضر بررسی تأثیر خصومت مصرف­کننده بر تصمیمات خرید است. این تحقیق از نظر هدف کاربردی و از لحاظ روش، توصیفی پیمایشی است. جامعة آماری آن شامل 1277 نفر از دانشجویان دورة کارشناسی ارشد رشتۀ مدیریت بازرگانی دانشگاه آزاد اسلامی واحد کرمانشاه است و حجم نمونه بر اساس جدول مورگان 297 نفر به‎دست آمد. نمونه‎گیری به روش تصادفی ساده انجام گرفت. ابزار گردآوری داده­ها پرسش­نامۀ محقق‎ساخته است. تحلیل­های آماری به‎کمک نرم­افزارهای SPSS و AMOS انجام گرفت. یافته­ها حاکی از آن است که خصومت عمومی اثر مستقیم و معناداری بر تصمیمات خرید می‎گذارد؛ خصومت اقتصادی دارای اثر غیرمستقیم معنادار و با میانجی­گری کامل درگیری ذهنی خرید روی تصمیمات خرید است و خصومت قومی نژادی نیز با میانجی­گری جزئی درگیری ذهنی خرید اثر مستقیم و غیرمستقیم معناداری روی تصمیمات خرید دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Analysis of the impact of consumer animosity on purchase decisions

نویسندگان [English]

  • Faezeh Abbasi 1
  • Milad Moradi Dizgarani 2
  • Mahdi Hosseinpor 3
چکیده [English]

Consumer animosity, as one of the limiting factors in the globalization of the markets, and its effects on purchasing decisions, is one of the most important issues in the field of marketing and consumer behavior which has been the subject of few research studies. This study aims to study the effects of consumer animosity on purchase decisions. This study is an applied one according to the purpose and it is a descriptive survey according to the method. The population of this study was 1277 of MS students in business management at Islamic Azad University of Kermanshah. The sample of the study was 297 based on Morgan’s table. The sampling procedure was simple-random sampling and a researcher made questionnaire was utilized to collect the data. The statistical analyses were run by SPSS and AMOS. The results of the study reveal that general animosity has a direct, significant effect on purchase decisions; economical animosity has an indirect, significant effect on purchase decisions with complete mediation of Purchase Involvement and ethnic animosity has both direct and indirect significant effects on Purchase decisions with partial mediation of Purchase Involvement.

کلیدواژه‌ها [English]

  • Consumer animosity
  • purchase decisions
  • Purchase Involvement
Abraham, V. (2013). A Cross-Cultural Investigation of the Effect of Consumer Animosity on Purchase Involvement. International journal of business and social science, 4 (4): 32-44.
Afjeh, A. & Bakhshizadh borj, K. (2010). Determine the type of the dominant decision to buy in a variety of lifestyles VALS. Management Studies, 6 (16): 1-28. (in Persian)
Akdogan, S., Ozgener, S., Kaplan, M. & Coskun, A. (2012). The Effects of Consumer Ethnocentrism and Consumer Animosity on the Repurchase Intent: The Moderating Role of Consumer Loyalty. Emerging Markets Journal, 2 (15): 1-12.
Baluchi, H., Esfidani, M. & Amoei Ojaki, A. (2015). Studying effect of diversity and novelty-seeking tourists on their visits intentions (the case of tourists in Tehran). Journal of Business Management, 7 (1): 43-65. (in Persian)
Bilkey, W. & Nes, E. (1982). Country of origin effects on evaluations of product quality. Journal of International Business Studies, (13): 89-100.
Broderick, A. J. (2007). A Cross-National Study of the Individual and National-Cultural Nomological Network of Consumer Involvement. Psychology and Marketing, 24 (4): 343-374.
Ebrahimi, B., Ketabian, H. & Rahimi, H. (2015). Identifying factors affecting on choosing emulator brand in the consumer goods. Journal of Business Management, 7 (2): 273-294. (in Persian)
Fakharmanesh, S. & Ghanbarzadeh Miandehi, R. (2012). Purchasing foreign goods: the role of brand image, ethnicity and hostility. Management Studies, 6(1): 145-160. (in Persian)
Haidarzadeh, K. & Norozi, A. (2010). Investigating the effect of mental complexity purchase on identifying Hedonistic products and utilitarianism products in the process of purchasing decisions of consumers. Management Research’s, (87): 39-55. (in Persian)
Haidarzadeh, K. & Taghiporian, M. (2012). Typology of consumer Involvement and its measurement models. Business survey, (53): 14-25. (in Persian)
Han, C., Terpstra, V.  (1988). Country of origin effects for uni-national and bi-national products.  Journal of International Business Studies, 19(2): 235-255.
Hawkins, D. L., Mothersbaugh, D. L. & Best, R. J. (2007). Consumer Behavior, Building Marketing Strategy. New York:  Mc Graw- Hill.
Hinck, W.  (2004).  The  role  of  domestic  animosity  in  consumer  choice: Empirical  evidence  from  Germany. Journal of Euro-Marketing, (14): 87-104.
Howkinz, D. Best, R. & Kani, K. (2006). Consumer behavior, marketing strategy formulation. Tehran: Publication of Sargol. (in Persian)
Huang Y.A., Phau I. & Lin C. (2010). Effects of animosity and all centrism on consumer ethnocentrism: Social identity and consumer willingness to purchase. Asia Pacific Management Review, (15): 359-376.
Kellas, J. (2004). The Politics of Nationalism and Ethnicity. Second edition. New York: ST. Martin’s Press.
Klein, J & Morris, M. (1996). The Animosity Model of Foreign Product Purchase. Paper presented at the Society for Consumer Psychology, South Carolina.
Klein, J. & Ettenson, R. (1999). Consumer animosity and consumer ethnocentrism:  An analysis of unique antecedents. Journal of International Consumer Marketing, 11 (4): 5-24.
Klein, J. Ettenson, R. D. & Morris, D. (1998). The Animosity of Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China. Journal of Marketing, 62 (1): 89-100.
Kotler, F. & Armstrong, G. (2004). Principles of Marketing. Tehran: Publication of Ailar. (in Persian)
Lakshmi, P. (2011). Purchasing involvement: A potential mediator of buyer behavior. Economic sciences series, 8 (2): 23-37.
Lee, W.N.,  Yun,  T.W.  & Lee, B.K.  (2005). the role of involvement in country-of-origin effects on product evaluation: Situational enduring involvement. Journal of International Consumer Marketing, 17 (3): 51-72
Mahdieh, O. & Chobtarash, N. (2013). Consumer Involvement and purchasing decisions (Case Study Cellular). Marketing management, (22): 131-151.
(in Persian)
Maher, A., Carter, L. (2011). The affective and cognitive components of country image: Perceptions of American products in Kuwait. International Marketing Review, 28 (6): 559-580.
Moon, J. & Minor, M. (2009). Consumer behavior: internal and external factors. Tehran: Publication of Etehad-Jahane no. (in Persian)
Nakos G.E., Hajidimitiou Y.A. (2007). The impact of national animosity on consumer purchases: The modifying factor of personal characteristics. Journal of International Consumer Marketing, 1 9 (3): 53-72.
Podoshen, J. S. (2005). Acculturation, ethnic conflict and equity theory: The American Jewish consumer. Ph.D. dissertation Temple University, Philadelphia, PA 19122.
Ranjbarian, B. & Gholi zadeh Shoghl abad, R. (2009). Comparing of nature of quality of service with customer satisfaction: gray system theory. Journal of Sharif Industrial Engineering and Management, 2 (26): 3-8. (in Persian)
Ranjbarian, B. & Kia, M. (2011). Impact of consumer personality traits on size of the collection focused brands. Journal of Business Management, 3 (7): 75-90. (in Persian)
Richardson, Jr., C.W. (2012). Consumer Demographics as Antecedents in the Animosity Model of Foreign Product Purchase. International Journal of Business and Social Science, 3 (4): 13-21.
Rosta, A., Venus, D. & Ebrahimi, A. (2014). Marketing management. Tehran: The organization of study and designing university books of liberal arts Press.
(in Persian)
Sadegh, M. & Shah Hossaini, M.A. (2015). Determine the characteristics influencing on consumer behavior of high speed internet in Iran. Journal of Business Management, 7 (2): 427-444. (in Persian)
Safarzadeh, H., Khairi, B. & Aghaseidagha. R. (2011). Evaluate the effect contextual factors, brand loyalty and brand changing on the decision of young consumer purchase. Marketing management, (10): 65-94. (in Persian)
Shaffer, T. R. & Sherrell, D. L. (1997). Consumer Satisfaction with Health-Care Services: the Influence of Involvement. Psychology & Marketing, 14(3): 261-285.
Shimp, T., Dunn, T., Klein, J. (2004). Remnants of the U.S. Civil War and modern consumer behavior. Psychology and Marketing, 21 (2): 75-91.
Shin, M. (2001). The animosity model of foreign product purchase revisited: Does it work in Korea? Journal of Empirical Generalizations in Marketing Science, 6 (1): 1-14.
Tabassi, S., Esmaeilzadeh, P. & Sambasivan .M. (2012). The role of animosity, religiosity and ethnocentrism on consumer purchase intention: A study in Malaysia toward European brands. African Journal of Business Management, 6 (23): 6890- 6902.
Tse, D.K. & Gorn, G.J. (1993). An experiment on the salience of country of origin in the era of global brands. Journal of International Marketing, 1(1): 57-76.
Urbonvicius, S., Dikcius, V., Gineikiene, J. & Degutis, M. (2010). Country of origin effects in the context of transformations: Nostalgia, ethnocentrism and animosity. Transformations in Business and Economics, 9 (1): 182-202.
Verbeke, W. & Vackier, I. (2004). Profile and effects of consumer involvement in fresh meat. Meat Science, 67 (1): 159-168.
Warnick, R. & Bojanic, D. (2010). Purchasing decision involvement: Event management segment and related Event behavior. Northeastern Recreation Symposium.