بررسی تاثیر مالکیت برند و تفاوت قیمتی برند داخلی و خارجی بر قصد خرید با نقش تعدیل گری قوم‌گرایی مصرف‌کننده

ﻗﻮمﮔﺮاﯾﯽ ﻣﺼﺮفﮐﻨﻨﺪه ﺑﺎﻋﺚ اﻓﺰاﯾﺶ ﺣﺲ ﻣﯿﻬﻦﭘﺮﺳﺘﯽ و ﺗﻘﻮﯾﺖ ﻫﻮﯾﺖ ﻗﻮﻣﯽ و ﻫﻮﯾﺖ ﻓﺮﻫﻨﮕﯽ ﻣﯽﺷﻮد. در ﺣﺎﻟﯿﮑﻪ ﻣﻄﺎﻟﻌﺎت ﭘﯿﺸﯿﻦ ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ ﻗﻮمﮔﺮاﯾﯽ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﮐﺎﻻ ﺑﺎ ﺑﺮﻧﺪ داﺧﻠﯽ ﯾﺎ ﺧﺎرﺟﯽ اﺛﺮ ﻣﯽﮔﺬارد ﻧﻘﺶ ﺗﻔﺎوتﻫﺎی ﻗﯿﻤﺘﯽ ﮐﺎﻻی ﺧﺎرﺟﯽ و داﺧﻠﯽ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ و اﯾﻨﮑﻪ اﺛﺮ ﻗﻮمﮔﺮاﯾﯽ ﺗﺎ ﭼﻪ ﻣﯿﺰان ﻣﯽﺗﻮاﻧﺪ اﺛﺮ ﺗﻔﺎوت ﻗﯿﻤﺘﯽ را ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﺑﺮﻧﺪ داﺧﻠﯽ ﯾﺎ ﺧﺎرﺟﯽ ﺧﻨﺜﯽ ﻣﯽﻧﻤﺎﯾﺪ ﮐﻤﺘﺮ ﻣﻮردﺗﻮﺟﻪ ﻗﺮارﮔﺮﻓﺘﻪ اﺳﺖ. ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﻣﺎﻟﯿﮑﺖ ﺑﺮﻧﺪ و ادراک ﻣﺼﺮفﮐﻨﻨﺪه از ﺗﻔﺎوت ﻗﯿﻤﺘﯽ ﺑﺮﻧﺪ داﺧﻠﯽ و ﺧﺎرﺟﯽ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﺑﺎ ﻧﻘﺶ ﺗﻌﺪﯾﻞ ﮔﺮی ﻗﻮمﮔﺮاﯾﯽ ﻣﺼﺮفﮐﻨﻨﺪه ﻣﯽﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎری ﺳﺎﮐﻨﯿﻦ ﺷﻬﺮ ﺗﻬﺮان ﻣﯽ ﺑﺎﺷﻨﺪ ﮐﻪ در ﺳﺎل 1399 ﻗﺼﺪ ﺧﺮﯾﺪ ﮐﺎﻻ را دارﻧﺪ. روش ﻧﻤﻮﻧﻪﮔﯿﺮی اﯾﻦ ﺗﺤﻘﯿﻖ، روش ﻧﻤﻮﻧﻪﮔﯿﺮی در دﺳﺘﺮس اﺳﺖ و ﺑﺮ اﺳﺎس ﺟﺪول ﮐﺮﺟﺴﯽ و ﻣﻮرﮔﺎن ﺣﺠﻢ ﻧﻤﻮﻧﻪ 384 ﻧﻔﺮ ﺑﺮآورد ﮔﺮدﯾﺪه ﮐﻪ ﺑﻪﻣﻨﻈﻮر اﻓﺰاﯾﺶ دﻗﺖ، ﺗﻌﺪاد ﻧﻤﻮﻧﻪ اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﻪ 400 ﻧﻔﺮ ارﺗﻘﺎ ﯾﺎﻓﺖ. ﺑﺮای ﮔﺮدآوری دادهﻫﺎ از اﺑﺰار ﭘﺮﺳﺸﻨﺎﻣﻪ و ﺑﺮای ﺟﻤﻊآوری دادهﻫﺎ از ﺑﺮﻧﺪ اﺳﻨﻮا و الﺟﯽ ﺑﻪﻋﻨﻮان ﻧﻤﻮﻧﻪای از ﺑﺮﻧﺪ داﺧﻠﯽ و ﺧﺎرﺟﯽ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ . ﺑﺮای ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ از ﻧﺮم اﻓﺰارﻫﺎی spss ﻧﺴﺨﻪ 16 اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن ﻣﯽدﻫﻨﺪ ﮐﻪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎﻧﯽ ﮐﻪ ﺳﻄﻮح ﺑﺎﻻﯾﯽ از ﻗﻮمﮔﺮاﯾﯽ را دارا ﻫﺴﺘﻨﺪ ﮐﻤﺘﺮ ﺗﺤﺖ ﺗﺄﺛﯿﺮ ﺗﻐﯿﯿﺮات ﻗﯿﻤﺘﯽ ﻗﺮار ﻣﯽﮔﯿﺮﻧﺪ و در ﻫﺮ ﺣﺎل از ﺗﻮﻟﯿﺪات ﺑﺎ ﺑﺮﻧﺪ داﺧﻠﯽ ﺣﻤﺎﯾﺖ ﻣﯽﮐﻨﻨﺪ. ﻫﻢ ﭼﻨﯿﻦ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻗﻮمﮔﺮا ﻫﻨﮕﺎﻣﯽ ﺑﻪ ﺣﻤﺎﯾﺖ ﺑﺮﻧﺪ اﯾﺮاﻧﯽ ﺧﻮاﻫﻨﺪ ﭘﺮداﺧﺖ ﮐﻪ ﻗﯿﻤﺖ ﺑﺮﻧﺪ ﺧﺎرﺟﯽ در ﺣﺎل اﻓﺰاﯾﺶ ﺑﺎﺷﺪ اﻟﺒﺘﻪ در ﺣﺎﻟﺘﯽ ﮐﻪ ﻗﯿﻤﺖ ﮐﺎﻻی اﯾﺮاﻧﯽ ﻧﯿﺰ در ﺣﺎل اﻓﺰاﯾﺶ ﺑﺎﺷﺪ اﯾﻦ ﮔﺮوه از ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن دﺳﺖ از ﺣﻤﺎﯾﺖ ﻧﻤﯽﮐﺸﻨﺪ وﻟﯽ ﺷﺪت آن ﮐﻤﺘﺮ ﻣﯽﮔﺮدد. ﻟﺬا ﺑﺮﻧﺪﻫﺎی اﯾﺮاﻧﯽ زﻣﺎﻧﯽ ﻣﻮﻓﻖﺗﺮ ﺧﻮاﻫﻨﺪ ﺑﻮد ﮐﻪ ﺑﺘﻮاﻧﻨﺪ از ﺗﻐﯿﯿﺮات ﻗﯿﻤﺘﯽ ﺑﻪﻋﻨﻮان ﯾﮏ اﻫﺮم اﺳﺘﻔﺎده ﮐﻨﻨﺪ و ﺑﺎ ﭘﯿﺪا ﮐﺮدن ﻧﻘﻄﻪ ﺣﺴﺎس ﻗﯿﻤﺘﯽ ﻫﻢ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻣﻌﻤﻮﻟﯽ و ﻫﻢ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺑﺎ ﺷﺎﺧﺺ ﻗﻮمﮔﺮاﯾﯽ ﺑﺎﻻ را ﺑﻪ ﺳﻤﺖ ﺧﺮﯾﺪ ﮐﺎﻻ ﺑﺎ ﺑﺮﻧﺪ اﯾﺮاﻧﯽ ﭘﯿﺸﻨﻬﺎد ﻧﻤﺎﯾﺪ.

Investigating the effect of Brand Ownership and Domestic and Foreign Brand, Price Differences on Purchasing Intention with the Moderating Role of Consumer Ethnicity

Consumer ethnicity enhances a sense of patriotism and strengthens ethnic identity and cultural identity. While previous studies show that ethnocentrism affects the intention to buy domestic or foreign brands, the role of price differences of foreign and domestic goods on the intention to buy and the effect of ethnocentrism on price differences have received less attention. The purpose of this study is to investigate the effect of brand ownership and consumer perception of the different prices on the intention to buy with the moderating role of consumer ethnocentrism. In this research, the statistical population is the residents of Tehran who intend to buy goods in 1399. The sampling method of this research is available and due to the unlimited population Based on Krejcie and Morgan’s (1970) table, the sample size is estimated to be 384 people, which is 400 in order to increase the accuracy of the number of samples. A sample of domestic and foreign brands was used and participants were asked to express their willingness to buy the desired product (sidebyside refrigerator) under different price conditions. The results show that consumers with high levels of ethnocentrism are less affected by price changes and in any case support domestic branded products. The results show that consumers with high levels of ethnicity are less likely to be affected by price changes and in any case support domestic branded products.