تاثیر شیوه ورود به بازار ایران بر واکنش مصرف کنندگان ایرانی نسبت به محصولات خارجی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته دکترای مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

2 استادیار، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

3 دانشیارگروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

4 استادیار گروه ریاضی، دانشکده فنی و مهندسی، دانشگاه آزاد اسلامی، واحد قزوین، قزوین، ایران

10.34785/J018.2020.816

چکیده

مالکیت بین کشوری که حاصل سرمایه گذاری های مستقیم خارجی و یا تفویض اختیار و مالکیت به شرکا محلی بوده، عامل مهمی در شکل دهی واکنش های هنجاری و احساسی در قبال محصولات خارجی است. همچنین ملی گرایی مصرف کننده و مقاومت ناشی از مسائل اقتصادی به عنوان عوامل کاهش دهنده تمایل به خرید محصولات خارجی مطرح هستند که مطالعات اندکی پیرامون روش های تعدیل پیامدهای آنها موجود است. در مطالعه حاضر اتخاذ شیوه ورود جایگزین صادرات که منجر به خلق نشانه های کشور خاستگاه ترکیبی میگردد، به عنوان روشی برای بهبود واکنش مصرف کنندگان ایرانی مطرح و برای اولین بار، نگرش و واکنش آنها در قبال محصولات با هویت ملی دوگانه (ایرانی-چینی) بررسی شد. به همین منظور تاثیر ملی گرایی و مقاومت مصرف کنندگان در قبال دو گروه از محصولات وارداتی و حاصل سرمایه گذاری مشترک، مورد بررسی قرار گرفته است. با استفاده از روش معادلات ساختاری، داده های جمع آوری شده از نمونه ای از مصرف کنندگان شهر اصفهان تحلیل شد. یافته ها نشان می دهد، اولاً، ملی گرایی و مقاومت اقتصادی مصرف کنندگان ایرانی دو عامل در کاهش تمایل و ارزیابی کیفیت محصولات با هویت ملی کاملا چینی هستند دوماً، ایجاد هویت ملی ترکیبی (ایران-چینی) از طریق سرمایه گذاری مستقیم خارجی چون منجر به ایجاد اشتغال و رشد اقتصادی میشود، باعث بهبود تمایل به خرید و ارزیابی کیفیت نزد مصرف کنندگان ایرانی خواهد شد. در بخش آخر ضمن بررسی نتایج پیشنهاداتی برای شرکتهای فرامرزی که قصد ورود به بازار ایران را دارند و مدیران برندهای داخلی شد.

کلیدواژه‌ها

عنوان مقاله [English]

The Influence of Iranian Market Entry on Iranian Consumer reaction to Foreign Products

نویسندگان [English]

  • behnam shahangiyan 1
  • mohamadali abdolvand 2
  • hashem nikomaram 3
  • Mohsen Khonsiavash 4
1 PhD, Department of Marketing Management,Faculty of Management and Economics,Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor, Department of Marketing Management,Faculty of Management and Economics,Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Associate Professor, Department of Marketing Management,Faculty of Management and Economics,Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Assistant Professor, Department of Statistics and Mathematics,Faculty ofEngineering,Qazvin Branch, Islamic Azad University, Qazvin, Iran.
چکیده [English]

The purpose of this study is to explore whether Hybrid country-of-origin (COO) that is the result of joint ownership or Foreign Direct investing, decrease the negative effect of Iranian consumer ethnocentrism and economic animosity toward China. The Important concepts that influence on forming effective and normative reflect of consumers toward foreign products and little attention has been paid to investing ways to reduce the negative effect of them. The study was conducted with the SEM method on the data collected from a national sample of Isfahan consumers using a structured questionnaire. The findings suggest that 1-Ethnocentrism and Economic Animosity of Iranian consumers harm the quality evaluation and willingness to purchase of china products. 2- making a hybrid Coo by foreign direct investing improve attitude toward foreign products.
The results of this study are of value for foreign firms that when developing marketing strategies for the Iranian market as well as the domestic brand when competitive or cooperation with the foreign company. This study adds to the existing body of knowledge on ethnocentrism and animosity in Iran market, and more specifically, about different of the consequence of these concept based on different COO-cues.

کلیدواژه‌ها [English]

  • country of origin
  • foreign market entring mode
  • hybrid product
  • consumer ethnocentrism
  • consumer animosity

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مطالعات رفتار مصرف‌کننده
دوره 7، شماره 1
خرداد 1399
صفحه 300-322

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