بررسی تأثیر جهان‎وطن‎گرایی بر نگرش نسبت به محصول داخلی به‎واسطۀ ملی‎گرایی مصرف‎کننده (از دید تئوری هویت اجتماعی)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

2 دانشجوی کارشناس‎ارشد مدیریت تحول، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

3 دانشجوی کارشناس‎ارشد مدیریت اجرایی، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

پژوهش حاضر به‎دنبال بررسی تأثیرپذیری نگرش مصرف­کنندگان به محصولات داخلی، براساس برخی عوامل هویتی، از جمله جهان­وطن­گرایی و ملی­گرایی مصرف­کننده است. پژوهش پیش رو از دسته پژوهش‎های توصیفی ـ پیمایشی به‎شمار می‎رود و جامعۀ آماری آن، مصرف‎کنندگان محصولات داخلی مشهد است. تعداد نمونه با استفاده از فرمول کوکران برای جامعۀ نامعلوم، 384 نفر به‎دست آمد که پس از توزیع، در نهایت 381 پرسشنامۀ قابل قبول با استفاده از نرم‎افزار Smart PLS تجزیه و تحلیل شد. نتایج به‎دست‎آمده نشان داد جهان‎وطن‎گرایی مصرف‎کنندگان مشهد بر ملی‎گرایی مصرفی آنها تأثیر منفی و معناداری می‎گذارد و ملی‎گرایی بر نگرش آنها نسبت به محصول داخلی اثر مثبت و معنادار دارد، اما جهان­وطن­گرایی مصرف­کنندگان به‎طور مستقیم تأثیری بر نگرش آنها نسبت به محصول داخلی ندارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

"Investigation the effect of Iranian consumer cosmopolitanism on their attitude toward domestic products by mediating role of consumer ethnocentrism: In terms of social identity theory" (Case of study: domestic products consumers in Mashhad city)

نویسندگان [English]

  • Mojtaba Poursalimi 1
  • Mojtaba Hashemian 2
  • Lili Tabakhian 3
1 Assinstant Professor
چکیده [English]

The aim of this study is to examine the impact of Iranian consumer cosmopolitanism on their attitude toward domestic products by mediating role of consumer ethnocentrism. The study population is Iranian consumers of domestic products in Mashhad city. Number of sample was determined by Cochran formula for unknown population 384 and finally 381 acceptable questionnaires were gathered by Non-random available sampling and were analyzed using Smart PLS. The results showed that Iranian consumers cosmopolitanism has a negative and meaningful effect and their ethnocentrism has a positive and meaningful effect on their attitude toward domestic products in Mashhad city, but consumers cosmopolitanism do not affect their attitude toward domestic products directly.

کلیدواژه‌ها [English]

  • Attitude toward domestic products
  • Cosmopolitanism
  • Ethnocentrism
  • social identity theory
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