تبیین و تحلیل بررسی تمایل به خرید برند لوازم خانگی داخلی در ایران و تاثیر هویت جهانی بر کیفیت ادراک شده با تمرکز بر نقش مصرف کنندگان

با روند سریع جهانی شدن، اکنون مصرف کنندگان، انبوهی از فرصت‌های مصرفی (داخلی/ بین‌المللی) را پیش رو دارند. مشکلاتی که مصرف کنندگان در عصر جدید با آن روبرو هستند از خرید کالاهای تولید داخل، برای کمک به شکوفایی شرکت‌های داخلی گرفته تا کالاهایی که از کشورهای دیگر وارد می‌شوند، متغیر است. در همین راستا هدف این تحقیق بررسی نقش هویت جهانی، قوم‌گرایی و خصومت بر کیفیت ادراک شده برند و تمایل به خرید لوازم خانگی برندهای خارجی در مقایسه با برندهای مطرح ایرانی است. این تحقیق از نظر هدف از نوع کاربردی و از نظر ماهیت یا روش گردآوری داده‌ها از نوع توصیفی و پیمایشی است. جامعه آماری این تحقیق شامل مصرف‌کنندگان بازار لوازم خانگی در ایران است. با توجه به جامعه آماری نامحدود، نمونه آماری شامل 527 نفر بوده که از طریق پرسشنامه محقق ساخته اینترنتی برای این تحقیق موردمطالعه قرار گرفتند. روش نمونه گیری ، نمونه گیری تصادفی در دسترس بوده است. روایی صوری و محتوایی پرسشنامه از طریق نظرات خبرگان و اساتید بررسی و مورد تایید قرار گرفت. همچنین پایایی پرسشنامه از طریق محاسبه ضریب آلفای کرونباخ که  بیشتر از 0/7 بدست آمده مورد تایید قرار گرفته است. نتایج حاصل از این تحقیق نشان می دهد که هویت جهانی بر خصومت و قوم‌گرایی تاثیر منفی و معنادار ندارد و تاثیر این متغیر بر کیفیت ادراک‌شده برند و تمایل به خرید تاثیر معناداری ندارد. همچنین تاثیر منفی و معنادار قوم‌گرایی بر خصومت، کیفیت ادراک‌شده برند و تمایل به خرید تایید شد. بعلاوه نتایج تحقیق نشان داد خصومت بر کیفیت ادراک‌شده برند و تمایل به خرید تاثیر منفی و معناداری دارد و در نهایت تاثیر مثبت و معنادار کیفیت ادراک‌شده برند بر تمایل به خرید تایید شد.

willingness to purchase domestic household appliance brands in iran and the impact of global identity on perceived quality, with a focus on the role of consumers

introduction and purpose: with the rapid process of globalization, consumers now have a plethora of consumption opportunities, both domestic and international. the problems faced by consumers in the new age range from supporting domestic companies by purchasing domestically produced goods to dealing with imported goods from other countries. in the past, the majority of the country’s home appliance market was dominated by foreign companies, with a significant portion controlled by two korean companies, samsung and lg. iranian brands, on the other hand, held a smaller market share. with the intensification of international sanctions, korean brands also left iran. however, due to the sanctions and support for domestic production, this trend has now reversed, and most of the market is currently dominated by domestic brands. consumer ethnocentrism is the tendency to consume goods offered by one’s own culture. ethnocentric consumers tend to have more favorable evaluations of domestic products than foreign products. moreover, they believe that it is not right to purchase foreign goods because it can harm the domestic economy. consumer hostility is defined as the lingering impact of past events, whether they are military, political, or economic, that influence consumers’ purchasing behavior in the global market. they assume that expressing hostility towards a specific foreign country will discourage consumers from purchasing products originating from that country. customer hostility and ethnocentrism are somewhat related concepts because both are associated with overall trends. customers can exhibit hostility and ethnocentrism towards foreign products, which can be influenced by political, economic, and military events. however, the concept of hostility differs from the concept of consumer ethnocentrism. perceived brand quality has been considered an important factor in previous studies. many researchers believe that consumers’ perception of brand quality has a significant effect on their willingness to purchase. consumers tend to appreciate the superior quality of foreign products and believe that purchasing global goods gives them a sense of international identity. for this reason, the perceived quality of the brand has also been taken into consideration in this review. in this regard, the main purpose of this research is to investigate the impact of global identity, ethnocentrism, and hostility on the perceived quality of foreign brands and the willingness to purchase household appliances, as compared to well-known iranian brands.research methodology: this research is applied in terms of purpose and descriptive and survey in terms of the nature or method of data collection. the data collection tool used in this research is a questionnaire. the statistical population for this study consists of consumers in iran’s home appliance market. due to the unlimited size of the population, a sample of 527 individuals was selected for the study. the sampling method used was random sampling. the necessary data for the research was collected through an online researcher questionnaire. the formal and content validity of the questionnaire was checked and confirmed through the opinions of experts and professors. also, the reliability of the questionnaire has been confirmed by calculating cronbach’s alpha coefficient, which is greater than 0.7.findings and discussion: the results of this research showed that global identity does not have a negative and significant effect on hostility and ethnocentrism. additionally, the effect of this variable on perceived brand quality and willingness to buy was found to be insignificant. additionally, the study confirmed the negative and significant impact of ethnocentrism on hostility, perceived brand quality, and willingness to purchase. furthermore, the research findings indicated that hostility has a detrimental and substantial impact on the perceived brand quality and the intention to purchase.