طراحی مدل ترجیح محصولات داخلی با توجه به نقش هوشیاری مصرف کننده در صنعت نوشیدنی ایران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دوره دکتری مدیریت بازرگانی-بازاریابی بین الملل، دانشکده اقتصاد و مدیریت دانشگاه تربیت مدرس

2 استاد گروه مدیریت دانشکده اقتصاد و مدیریت دانشگاه تربیت مدرس

3 استادیار گروه مدیریت دانشکده اقتصاد و مدیریت دانشگاه تربیت مدرس

چکیده

هدف پژوهش حاضر طراحی مدل ترجیح محصولات داخلی با توجه به نقش هوشیاری مصرف کننده در صنعت نوشیدنی سرد غیرالکلی ایران می باشد. رویکرد پژوهش آمیخته و از لحاظ هدف، کاربردی می باشد. به این ترتیب در ابتدا بر اساس بررسی ادبیات تحقیق، مدل اولیه تحقیق طراحی گردید و در بخش دوم و کیفی، داده ها از طریق 16 مصاحبه نیمه باز ساختار یافته گردآوری شد و بر اساس تحلیل محتوی کمی مدلی طراحی گردید. روش نمونه گیری این بخش، نمونه گیری هدفمند بود که نمونه مورد بررسی تا رسیدن به اشباع نظری ادامه پیدا کرد. با بازبینی مجدد ادبیات تحقیق و مطابقت آن با مدل بخش کیفی، مدل بخش کیفی طراحی گردید و در بخش سوم، داده‌ها از طریق پرسشنامه گردآوری و روش توصیفی پیمایشی با استفاده از مدلسازی معادلات ساختاری برای تبیین مدل تحقیق، به کار گرفته شد. نمونه آماری بخش کمی، 333 مصرف کننده نوشیدنی سرد غیرالکلی بود که به پرسشنامه الکترونیکی پاسخ داده بودند. نتایج نشان داد هوشیاری مصرف کننده بر نگرش نسبت به محصولات داخلی، ارزیابی محصولات داخلی و ترجیح محصولات داخلی تاثیر مثبت و معناداری داشت، همچنین تاثیر ارزیابی محصولات داخلی بر نگرش نسبت به محصولات داخلی مثبت و معنادار بود اما تاثیر نگرش نسبت به محصولات بر ترجیح محصولات داخلی معنادار نبود. همچنین وضعیت اقتصادی تاثیر هوشیاری مصرف کننده بر ارزیابی محصولات داخلی و تاثیر هوشیاری مصرف کننده بر ترجیح محصولات داخلی را به صورت منفی تعدیل می‌کند اما تاثیر هوشیاری مصرف کننده بر نگرش نسبت به محصولات داخلی را تعدیل نمی‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

Designation the model of consumer willingness to Buy domestic products given the role of consumer consciousness in Iranian beverage industry

نویسندگان [English]

  • Zanyar Sheikhepoor 1
  • Asghar Moshabaki 2
  • Seyyed Hamid Khodadad Hosseini 2
  • Fereshteh Mansouri Moayad 3
1 PhD student in International Marketing, Faculty of Management and Economics, Tarbiat Modares University.
2 Professor, Faculty of Management and Economics, Tarbiat Modares University.
3 Associate Professor, Faculty of Management and Economics, Tarbiat Modares University
چکیده [English]

The purpose of this paper is to designation the model of consumer willingness to buy domestic product given the role of consumer consciousness in Iranian non-alcoholic cold beverage industry. The study is a mixed approach with practical goal. First, a literature review is undertaken and initial research model was obtained. Second, qualitative techniques are used to collect the primary data. This is undertaken with 16 interviews. The data from the qualitative research phase is analyzed through content analysis and the model derived from the qualitative phase is also designed. The final model is considered by matching the derived model from qualitative phase with the research literature. In quantitative section of the research, data were gathered through questionnaire and we used structural equations modeling for analyzing the model. 333 consumers of cold beverages in the Iranian market who were randomly selected responded to the study electronic questionnaire. The results showed that consumer consciousness had a positive and significant effect on attitude toward domestic products, evaluation of domestic products and preferences of domestic products, also, the effect of evaluation of domestic products on attitude toward domestic products was positive and significant, but the effect of attitude toward domestic products on domestic product preference was not significant. The economic situation also moderates the impact of consumer consciousness on the valuation of domestic products and the effect of consumer consciousness on domestic product preference but does not moderate the impact of consumer consciousness on attitudes toward domestic products.

کلیدواژه‌ها [English]

  • willingness
  • consciousness
  • beverage
  • Domestic Products
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