تأثیر کشورگرایی مصرفکننده بر قصد خرید کالاهای وارداتی

نوع مقاله: مقاله پژوهشی

چکیده

هدف این پژوهش بررسی کشورگرایی مصرف کننده و هم چنین بررسی تأثیر کشورگرایی مصرف کننده بر نگرش آنها نسبت به محصولات وارداتی و به دنبال آن قصد خرید آن محصولات می باشد. روش انجام این تحقیق، توصیفی از نوع پیمایشی می باشد. جامعه آماری تحقیق حاضر، کلیه اعضای هیات علمی و کارکنان دانشگاه علامه طباطبائی میباشند که با استفاده از روش نمونهگیری طبقهای نسبی و تصادفی، تعداد 284 نفر به عنوان نمونه آماری مورد بررسی قرار گرفتند. پس از جمع آوری پرسشنامه ها و انجام تحلی لهای آماری از قبیل رگرسیون خطی ساده  و رگرسیون خطی چندگانه مشخص شد که افراد جامعه از کشورگرایی نسبتاً پایینی  برخوردارند و ضرورت درک شده محصول، تأثیر کشورگرایی مصرف کننده بر نگرش نسبت به واردات را تعدیل می کند و نگرش نسبت به واردات بر قصد خرید کالاهای وارداتی تأثیر می گذارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Consumer Ethnocentrism on Imports Purchase Intention

چکیده [English]

This paper aims to investigate the Consumer Ethnocentrism and its effect on the consumers’ Attitude Toward Importing and consequently on the Purchase Intention of products. The methodology used in this
research is descriptive of study type. Our statistical population incorporated all of the faculty members and personnel of Allameh Tabataba’i University. The sampling method was random and relative stratified, from which 284 people were chosen. After collecting the questionnaires and doing statistical analysis such as simple and multivariable Linear Regression, it was concluded that our statistical population has rather low ethnocentrism. Also, it is verified that Perceived Product Necessity moderates the effect of Consumers
Ethnocentrism on the Attitude Toward Importing and Attitude Toward Importing affects Imports Purchase Intention.

کلیدواژه‌ها [English]

  • Ethnocentrism
  • Consumer Ethnocentrism
  • Country-Of- Origin
  • Perceived Product Necessity
  • Purchase Intention
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دوره 17، شماره 62
زمستان 1389
صفحه 115-142
  • تاریخ دریافت: 24 مهر 1389
  • تاریخ بازنگری: 01 اسفند 1389
  • تاریخ پذیرش: 17 بهمن 1389