تأملی بر پیشایندهای تابآوری در برابر اطلاعات منفی در بین مصرف‌کنندگان کالاهای دیجیتال

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار و عضو هیات علمی دانشگاه سمنان

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

چکیده

هدف: تاب‌آوری در برابر اطلاعات منفی می‌تواند به عنوان رفتار‌های فرانقش مشاهده شود. رفتارهای فرانقش زمانی رخ می‌دهد که مصرف‌کنندگان بدون توجه صرف به نفع خود، از برند خاص بهره می‌برند. از سوی دیگر؛ تاب‌آوری در برابر اطلاعات منفی باعث تقویت قصد خرید می‌شود. هدف اصلی پژوهش تأملی بر پیشایندهای تاب‌آوری در برابر اطلاعات منفی در بین مصرف‌کنندگان کالاهای دیجیتال است.
روش: برای جمع‌آوری داده‌ها از روش پیمایشی و برای تحلیل داده‌ها از روش همبستگی استفاده شده است. جامعۀ آماری پژوهش شامل 453 نفر از مصرف‌کنندگان دو کالای گوشی همراه و تلویزیون در شهر سمنان است. به منظور گردآوری داده‌های میدانی از پرسشنامة مبتنی بر طیف لیکرت و برای تجزیه و تحلیل داده‌ها از مدل‌سازی معادلات ساختاری استفاده شد.
یافته‌ها:: یافته‌های پژوهش نشان داد که تناسب ارزش برند- مصرف‌کننده بر جذابیت برند تأثیر مثبت و معناداری دارد. علاوه بر این، همانندی مشتری با مشتری بر جذابیت برند و هویت‌یابی مصرف‌کننده تأثیر مثبت داشته و این هویت‌یابی مصرف‌کننده بر تاب‌آوری در برابر اطلاعات منفی و وفاداری به برند تأثیر مثبت و معناداری دارد. سرانجام‌ بین وفاداری به برند و تاب‌آوری در برابر اطلاعات منفی تأثیر معناداری یافت نشد.  
نتیجه‌گیری: با استناد به نظریۀ هویت اجتماعی، می‌توان گفت تناسب ارزش برند- ‌مصرف‌کننده و همانندی مشتری با مشتری از طریق تعیین هویت‌یابی مصرف‌کننده با برند و جذابیت برند راهکاری برای گسترش روابط عمیق با برند است، که این روابط موجب تاب‌آوری در برابر اطلاعات منفی می‌شود. 

کلیدواژه‌ها

عنوان مقاله [English]

Reflection on the Antecedents of Resilience to Negative Information among the Consumers of Digital Goods

نویسندگان [English]

  • azim zarei 1
  • hooshmand bagheri garbollagh 2
1 semnan university
2 Ph.D. Candidate in business Management, University of Semnan, Semnan, Iran
چکیده [English]

Objective: Resilience against negative information can be regarded as an extra-role behavior. Such behaviors occur when consumers tend to use a particular brand without considering their own interests. On the other hand; resilience against negative information can strengthen the intention to buy. Since resilience against negative information and the consumers’ identification with brand are flourishing in the marketing literature as well as consumers’ behavior, this phenomenon has not been studied in the research literature regarding the consumer. Moreover, it is important to pay attention to the proportion of brand-consumer value as a strategic advantage. Furthermore, none of the existing patterns regarding the consumers’ behavior and marketing have investigated the relationship between the parameters of brand-consumer value fit on determining consumers’ identification with brand attractiveness, resilience against negative information, and customer-customer similarity. On the other hand, the international and local studies in the field of consumer-brand identification have only examined the relationship between brand-consumer value fit and consumer identification with the brande, perceptions of the brand, and perceived value. Therefore, the main purpose of this research is to reflect on the antecedents of resilience against negative information among the consumers of digital goods.
Methodology: The data were collected using survey method and were then analyzed using correlation method. The statistical population of the study included 453 consumers of both mobile phones and televisions in the city of Semnan. In order to collect field data, a questionnaire based on the Likert Scale was used. Finally, structural equation modeling was used to analyze the data.
Findings: The research findings showed that the brand-consumer value ratio has a significantly positive effect on brand attractiveness. In addition, customer-customer similarity has a positive effect on brand attractiveness and consumers’ identification. Besides, consumers’ identification has a significantly positive effect on resilience against negative information and brand loyalty. Finally, there was no significant relationship between brand loyalty and resilience against negative information.
Conclusion: Based on the social identity theory, it can be concluded that the value of brand-consumer and customer-customer similarity through determining the consumers’ identification with the brand and brand attractiveness is regarded as an approach to expand the deep relationships with the brand. Such relationships can also lead to resilience against negative information

کلیدواژه‌ها [English]

  • Resilience against Negative Information
  • Brand-Consumer Value Ratio
  • Customer-Customer Similarity
  • Brand Attractiveness

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مدیریت بازرگانی
دوره 13، شماره 1
1400
صفحه 228-246

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