نگرش قومیت‌های اصلی ایران نسبت به محصولات داخلی و خارجی بر اساس ابعاد عرق ملی و شرایط اقتصادی ادارک شده

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران

2 استاد مدعو، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

10.34785/j018.2022.917

چکیده

این مقاله با هدف بررسی نگرش مصرف‌کننده ایرانی با قومیت‌های مختلف نسبت به محصولات داخلی و خارجی از طریق نقش عرق ملی مصرف‌کننده صورت گرفته است. به منظور جمع‌آوری داده‌ها از ابزار پرسشنامه و برای پردازش داده‌ها از نرم‌افزار Spss و SmartPLS استفاده شده است. نتایج مقاله حاکی از آن است که تمامی تاثیرات روابط متغیرهای تحقیق در میان اقوام مختلف ایرانی، متفاوت می‌باشد. علاوه بر این، نتایج تحقیق نشان داد که تهدید اقتصادی ادراک شده توسط افراد در قومیت‌های ترک و لر، رابطه‌ی میان عرق ملی مصرف‌کننده و نگرش نسبت به محصولات داخلی و خارجی را تعدیل می‌کند. با توجه به تایید تفاوت قومیت‌های ایرانی در روابط مورد نظر تحقیق، پیشنهاد می‌گردد مدیران بازاریابی در مورد محصولات تولید داخل و خارج به شاخص‌های موجود در این تحقیق در فعالیت‌های بازاریابی خود در بین قومیت‌های ایرانی توجه لازم را داشته باشند. توجه به قومیت‌ها و تفاوت‌های آن‌ها در رفتارهای خرید از مواردی است که در کشورهای دارای تفاوات‌های فرهنگی کمتر مورد توجه قرار گرفته است. به همین دلیل تحقیق حاضر هدف اصلی خود را در تحلیل نگرش‌های قومیت‌های مختلف ایرانی در مواجهه با محصولات داخلی و خارجی پرداخته است.

کلیدواژه‌ها


عنوان مقاله [English]

Iranian main ethnicity attitudes towards domestic and foreign products based on the dimensions of Consumer Ethnocentrism and perceived economic conditions

نویسندگان [English]

  • khabat nesaei 1
  • Esmaeil Shahtahmasbi 2
1 Department Of Business Management,, Faculty Of Humanities and Social Sciences, University Of Kurdistan, Sanandaj, Iran
2 Adjunct Assistant, Management Department, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
چکیده [English]

This study aims to investigate Iranian consumer attitudes with different ethnicity toward domestic and foreign products through the role of consumer ethnocentrism. In this regard, socio-psychological antecedents affecting on the consumer ethnocentrism and perceived economic threat moderating variable on the relationship of consumer ethnocentrism and attitudes towards domestic and foreign products are considered. To achieve this goal, 600 students from Tehran universities were considered as a sample of this study. To collect data, this study used a standard questionnaire, and the relationships among variables were analyzed by SPSS and SmartPLS software. The results indicate that ethnic affiliation, national identity, nationalism, cultural openness, and dogmatism have affected ethnocentrism consumer, and ethnocentrism consumer has affected the attitude toward domestic and foreign products and all of these influences are different among different ethnic groups in Iran. In addition, the results showed that the economic threat perceived by the people in Turk and Lur ethnicities moderates the relationship between the consumer ethnocentrism and the attitude toward domestic and foreign products.

کلیدواژه‌ها [English]

  • Consumer Ethnocentrism
  • Attitude
  • Ethnic Affiliation
  • Iranian ethnicity
  • Perceived Economic Threat
مقاله نهم
منابع
یاوری‌بافقی، امیرحسین؛ مستجابی‌سرهنگی، حمید و اسماعیلی، احمدرضا (1392). تحلیلی بر تاثیر هم‌گرایی ملی اقوام ایرانی بر امنیت عمومی جمهوری اسلامی ایران. پژوهشنامه نظم و امنیت انتظامی، 6 (2)، 135-157.
 
 
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