عنوان مقاله [English]
The purpose of this study was to investigate the factors affecting consumer purchasing behavior through the role of mediating customer preferences based on the theory of planned behavior in the customers of Saipa Automobile Company. The statistical population of this research was customers of Saipa automobile company, whose number is unlimited, according to Morgan table, 384 people were obtained. The present research is based on the purpose of the application and based on the nature and method of data collection, there is a descriptive-causal type and, in terms of data type, quantitative. A standard questionnaire consisting of 38 questions based on the Likert range of 7 options was designed and collected and collected in the research sample. The reliability of this questionnaire was confirmed by Cronbach's alpha and all the values in the standard range were confirmed. The results of research hypothesis showed that the factors affecting consumer purchasing behavior through the mediating role of customer's desire based on the theory of planned behavior among the customers of the automobile company Saipa is influential.
Afshari, R. (2018). The Role of Brand Awareness and Perceived Quality on Consumer Shopping Behavior among Customers in Ardabil Province Chain Stores, 4th Iranian National Conference on Islamic Economics, Management and Culture, Ardabil, Ardabil Modern Higher Education Institute. (in Persian) Asadian, N., & Daghighi, A. (2018). The effect of Islamic beliefs and beliefs on the attitude and desire to buy life insurance (Case study: Customers of Tehran Mellat Insurance Company), Third International Management Conference, Accounting and Knowledge Based Economy with emphasis on Resistance Economics, Tehran, Allameh Majlesi University.(in Persian) Ayati Mehr, M., Behdarvand, S., & Hajatzadeh, S. (2017). Identification of features affecting consumer behavior in the desire to buy online, second international conference on management and accounting, Tehran, Salehan Higher Education Institute. (in Persian) Behe, B. K., Zhao, J., Sage, L., Huddleston, P. T., & Minahan, S. (2013). Display signs and involvement: the visual path to purchase intention. The International Review of Retail, Distribution and Consumer Research, 23(5), 511-522.
Biabani Moghaddam, O., & Bagheri, M.Sc. (2018). The Impact of Brand Credit on Customer Willingness to Buy, First National Conference on Economics, Management and Accounting, Ahwaz, Khuzestan Industry, Mine and Trade Organization- Iranian Accounting Association- Khuzestan Science and Technology Park- Iranian Management Association. (in Persian) Bolton, L. E., Keh, H. T., & Alba, J. W. (2010). How do price fairness perceptions differ across culture?. Journal of Marketing Research, 47(3), 564-576. Breugelmans, E., & Campo, K. (2011). Effectiveness of in-store displays in a virtual store environment. Journal of Retailing, 87 (1), 75-89.
Bruner II, G., James, C., & Hensel. P.J. (2001). Marketing Scales Hand book: A Compi- lation of Multi-item Measures. American Marketing Association, Chicago. Busemeyer, J. R., & Diederich, A. (2002). Survey of decision field theory. Mathematical Social Sciences, 43(3), 345-370. Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Clark John, S. (2019). "Cause-related sport sponsorship: An assessment of spectator beliefs, attitudes, and behavioural intentions”, Sport Marketing Quarterly, 12 (3), 131-139.
Ersis, S. Kumar, J., & Nayak, J. (2019). Effect of Family Environment on Adolescent Compulsive Buying: Mediating Role of Self-esteem, Asia Pacific Journal of Marketing and Logistics. 28 (3), 396 – 419. Esfidani, M.R., Mohadabi, M., Nejat, S., & Toopa Esfandiari, F (2015) Investigating the Factors Affecting the Intent of Purchasing a Product (Case Study: Consumers of Two Products of Low-Cost Lamp Products in Rasht), The Second International and Online Green Economy Conference, Babolsar. (in Persian)
Eskandari, M., & Eskandari, B. (2015). Investigating the Relationship between Communication Marketing Tools and Customer Desire in Ilam City Stores, The 1st International Conference Management Science Advances, Innovations and Challenges, Ilam, Islamic Azad University of Ilam Branch.
Farkahar, A. (2019). An Assessment of Consumers Product, Purchase Decision, Advertising and Consumption Involvement in Fashion Clothing. Journal of Economic Psychology. 21, 545-576. Fassnacht, M., & Unterhuber, S. (2016). Consumer response to online/offline price differentiation. Journal of Retailing and Consumer Services, 28, 137-148.
Fell, C. & Hsu, h. (2018). Extended TAM Model: Impacts of Convenience on Acceptance and Use of Moodle, US-China Education Review, 3(4), 211-218. Gelbrich, K., Gäthke, J., & Grégoire, Y. (2015). How much compensation should a firm offer for a flawed service? An examination of the nonlinear effects of compensation on satisfaction. Journal of Service Research, 18 (1), 107-123. Ghorbanizadeh, V., Nangir, H., & Roodsaz, H.(2018). "Meta-analysis of effective factors on the adoption of information technology in Iran", Management researches in Iran, 17 (2) 1-19. (in Persian). Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International journal of hospitality management, 29(4), 659-668. Han, H., & Ryu, K. (2012). The theory of repurchase decision-making (TRD): Identifying the critical factors in the post-purchase decision-making process. International Journal of Hospitality Management, 31(3), 786-797. Hansen, T., Jensen, J. M., & Solgaard, H. S. (2004). Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior. International Journal of Information Management, 24(6), 539-550. Hosseinabadi, A., & Shekarchizadeh, A. (2017).The effect of customer perceived value on re-purchasing intention with an emphasis on the mediating role of information sharing among dry tea shoppers, second international conference on management coherence and economy in development, Tehran, University of Isfahan, Tehran University. (in Persian) Jafari nia, SH., Mahmoodi, A., & Hosseinpoor, P. (2013). Investigating the Relationship between Value-Risk-Perceived Green Quality and Green Trust on Consumer Green Shopping, The First International Conference on Epic Political (with an Approach to Middle Eastern Developments) and Economic Epic (Approach to Management and Accounting), Roodheen, Islamic Azad University Rodhen. (in Persian)
Khajehnoori, B, Riahi, z., & Mosavat, A. (2018).The relationship between lifestyle and youthful religiosity: A study of young people in Shiraz. Quarterly Journal of Social Sciences, Islamic Azad University, Shoushtar Branch. (in Persian)
Levy, M., & Weitz, B.A. (2012). Retailing Management, 8th ed. McGraw-Hill/Irwin, New York, NY. Matthes, J., Wonneberger, A., & Schmuck, D. (2014). Consumers' green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 67(9), 1885-1893. Maughan, L., Gutnikov, S., & Stevens, R. (2007). Like more, look more. Look more, like more: The evidence from eye-tracking. Journal of Brand management, 14(4), 335-342. Mohammadkhani, M., & Esfahani, S. (2018). Investigating the Factors Affecting the Intent to Retrieve Luxury Products in Consumers Seeking Unique Products, The 2nd International Conference on Innovation, Development and Business in History, Tehran, Kian Pajohan Scientific Institute. (in Persian)
Pan, P. (2014). Toward an integrated model of purchase intention of dietary supplements in
sexually oriented advertising. J. Food Prod.Market.20 (2), 132–145. Piralidehi, F, Beigi, A., & Mohammedi, S. (2018). "Reviewing the IPM Technology Acceptance Model among Gardenerists in Dalaho City", Journal of Agricultural Research and Development Research, Vol. 6, No. 4, pp. 123-107. (in Persian) Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879. Prieto, M., Caemmerer, B., & Baltas, G. (2015). Using a hedonic price model to test prospect theory assertions: The asymmetrical and nonlinear effect of reliability on used car prices. Journal of Retailing and Consumer Services, 22, 206-212. Sørensen, H. S., Clement, J., & Gabrielsen, G. (2012). Food labels–an exploratory study into label information and what consumers see and understand. The International Review of Retail, Distribution and Consumer Research, 22(1), 101-114. Suh, J. C., & Youjae, Y. (2006). When brand attitudes affect the customer satisfaction‐loyalty relation: the moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145-155.
Sullivan, J.(2018).“Brand valuationinR .Clifton (Eds.), Brands and Branding”, London: Econnmist.
Wang, R. G. Krishnan, B. Pulling, C.Wang, G.Yagci, M.(2019). “Developing and validating measures of facets of customer based brand equity”, Journal of Business Research, 57 (2), 209-244. Wang, Y. S., Yeh, C. H., & Liao, Y. W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy. International journal of information management, 33(1), 199-208. Yan, R. (2008). Pricing strategy for companies with mixed online and traditional retailing distribution markets. Journal of Product & Brand Management. 17(1), 48–56.
Yoo, W. S., & Lee, E. (2011). Internet channel entry: A strategic analysis of mixed channel structures. Marketing Science, 30 (1), 29-41. Zhou, Y., Huang, M., Tsang, A. S., & Zhou, N. (2013). Recovery strategy for group service failures. European Journal of Marketing. Zourrig, H., Chebat, J. C., & Toffoli, R. (2015). “In-group love and out-group hate?” A cross cultural study on customers' revenge, avoidance and forgiveness behaviors. Journal of Business Research, 68(3), 487-499.