عدم انطباق بین نگرش و رفتار خرید محصولات داخلی (مورد مطالعه: بازار خودرو)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی بین‌الملل، دانشگاه تربیت مدرس، تهران، ایران.

2 استاد گروه مدیریت دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس، تهران، ایران

3 دانشیار گروه مدیریت دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس، تهران، ایران

چکیده

در سال "حمایت از کالای ایرانی"، پیمایش رفتار مصرف‌کنندگان ایرانی در برخورد با محصولات داخلی ضرورت بیشتری پیدا کرده است. در این راستا، پژوهش حاضر بر عوامل موثر بر نگرش به خودروهای داخلی و میزان انطباق نگرش به خودروهای داخلی و رفتار خرید خودرو داخلی متمرکز شده است. ابتدا با مروری بر مطالعات اثر کشور مبدأ، مدلی برای تبیین نگرش به خودروهای داخلی ارائه شده است، سپس برای تبیین عدم انطباق احتمالی بین نگرش و رفتار خرید، یک متغیر تعدیل‌گرِ موقعیتی به مدل اضافه شده است. مدلِ پیشنهادی با 297 برگة قابل‌تحلیل و براساس روش بیزی تحلیل شده است. یافته‌های پژوهش حاکی از آن است که رضایت از آمیختة بازاریابی خودروسازان داخلی، درک ریسک پایین‌تر از خودروهای داخلی و رضایت از توانمندی‌‌های صنعت خودرو داخلی اثر مثبت بر نگرش به خودرو داخلی دارند؛ میانگین نگرش به خودروی داخلی به‌طور قابل‌توجهی از رفتار خرید خودرو داخلی کمتر است و اثرگذاری نگرش به خودرو داخلی بر رفتار خرید خودرو داخلی با پیش‌بینی مشتریان از رفتار خودروسازان داخلی در شرایط تحریم تعدیل می‌شود. براین اساس باوجود عدم نیاز به کمک بازاریابی برای تقویت فروش خودروهای داخلی، تلاش بازاریابان برای بهبود نگرش به خودروهای داخلی و درنتیجه کاهش عدم انطباقِ نگرش و رفتار مصرف‌کنندگان در بازار خودرو داخلی ضروری است.

کلیدواژه‌ها


عنوان مقاله [English]

Inconsistency between Attitude and Purchase Behavior toward Domestic Products (Case Study: Automobile Market)

نویسندگان [English]

  • Mahmood Hassanzadeh 1
  • Hamid Khodadad Hosseini 2
  • Parviz Ahmadi 3
1 Ph.D. Student in International Marketing Management, University of Tarbiat Modares, Tehran, Iran
2 Prof., Faculty of management and economics University of Tarbiat Modares, Tehran, Iran
3 Associate Prof., Faculty of management and economics University of Tarbiat Modares, Tehran, Iran
چکیده [English]

In a year named as “Supporting Iranian Goods”, surveying the Iranian consumers’ behavior regarding domestic products has become more necessary. In this vein, this study has focused on the antecedents of attitude towards domestic automobiles and the consistency between the attitude and the purchase behavior for domestic automobiles. Firstly, a model has been developed by reviewing the country-of-origin (COO) studies in order to explain the attitude towards domestic automobiles; then, a situational moderator variable has been added to the model to explain the possible inconsistency between the attitude and the purchase behavior for domestic automobiles. The proposed structural equations model has been tested By 297 analyzable forms based on Bayesian method. The findings show that satisfaction with domestic automakers’ marketing mix, less risk perception for domestic automobiles, and satisfaction with the capabilities of the domestic automotive industry have positive effect on attitude towards domestic car; the average attitude towards domestic car is significantly less than the average of the purchasing behavior for domestic car; and the effect of attitude towards domestic car on the purchasing behavior for domestic car is moderated by customers' prediction about domestic auto-makers’ behavior at the time of sanctions. Hence, in the absence of much-needed marketing assistance in boosting domestic sales, marketers can help promote the attitude towards domestic cars and subsequently reduce the inconsistency of attitude and behavior.

کلیدواژه‌ها [English]

  • Supporting Iranian Goods
  • inconsistency in consumer behavior
  • attitude towards domestic car
  • the purchasing behavior for domestic car
  • Iran’s automotive market
 

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