عوامل مؤثر بر نگرش و قصد خرید برندهای لوکس

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * دانشیار، دانشگاه علامه طباطبایی (نویسنده مسئول).

2 ** دانشجوی کارشناسی ارشد، دانشگاه علامه طباطبایی.

چکیده

چکیده     در پژوهش حاضر، تأثیر همزمان سه عامل اجتماعی، شخصیتی و برند بر نگرش مصرف‌کنندگان نسبت به برند لوکس «آدیداس» و تأثیر این نگرش بر قصد خرید محصول­های این برند بررسی می‌شود. پژوهش حاضر از این نظر مهم است که در مبانی نظری نگرش، تأثیر همزمان سه عامل اجتماعی، شخصیتی و برند بر نگرش کمتر سنجیده شده است. پژوهش حاضر توصیفی و از نوع پیمایشی است. جامعه آماری پژوهش، مصرف‌کنندگان کالاهای لوکس «برند آدیداس» در شهر تهران هستنند که 420 نفر به‌صورت خوشه‌ای در‌دسترس انتخاب شدند. داده‌ها با استفاده از نرم‌افزار لیزرل 8/8 و مدل‌سازی معادلات ساختاری تحلیل شدند. یافته­ها نشان می­دهد که عوامل شخصیتی و عوامل اجتماعی بر نگرش تأثیر گذار هستند. عوامل مربوط به برند بر کیفیت ادراک‌شده و کیفیت ادراک‌‎شده بر نگرش مصرف‌کنندگان و درنهایت بر قصد خرید آنان تأثیرگذار است.

کلیدواژه‌ها


  1. Ait‐Sahalia, Y., Parker, J. A., & Yogo, M. (2004). Luxury goods and the equity premium. The Journal of Finance, 59(6), 2959-3004.
  2. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
  3. Ang, S.H., Cheng, P.S., Lim, E.A.C. and Tambyah, S.K. (2001). Spot the difference: consumer responses towards counterfeits. Journal of Consumer Marketing, 18(3), 219-35.
  4. Augusto de Matos, C., Trindade Ituassu, C., & Vargas Rossi, C. A. (2007). Consumer attitudes toward counterfeits: a review and extension. Journal of Consumer Marketing, 24(1), 36-47.
  5. Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.
  6. Belleau, B. D., Marquette, Y. B., & Summers, T. A. (2004). Practical techniques for designing with exotic leather: American Alligator and Emu. Clothing and Textiles Research Journal, 22(1-2), 53-60.
  7. Deeter-Schmelz, D. R., Moore, J. N., & Goebel, D. J. (2000). Prestige Clothing Shopping by Consumers: A Confirmatory Assessment and Refinement of the" Precon" Scale with Managerial Implications. Journal of Marketing Theory and Practice, 43-58.
  8. Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of consumer Psychology, 7(2), 131-157.
  9. Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.
  10. Evans, M. J., & Foxall, A. G. (2009). Consumer Behaviour.
  11. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
  12. Ghalandari, K., & Norouzi, A. (2012). The Effect of Country of Origin on Purchase Intention: The Role of Product Knowledge. Research Journal of Applied Sciences, Engineering and Technology, 4(9), 1166-1171.
  13. Gultek, M. M., Dodd, T. H., & Guydosh, R. M. (2006). Attitudes towards wine-service training and its influence on restaurant wine sales. International Journal of Hospitality Management, 25(3), 432-446.
  14. Haji karmi, A., Haji Saffar Kermani, S. (1392). Evaluating Consumer’s trust to the Shoppig mall (Case study: Shahrvand Mall). Journal of Management Perspective, 16, 13-28.
  15. Hidayat, A., & Diwasasri, A. H. A. (2013). Factors influencing attitudes and intention to purchase counterfeit luxury brands among Indonesian consumers. International Journal of Marketing Studies, 5(4), 143.
  16. Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5), 311-322.
  17. Keller, K. L. (2009). Managing the growth tradeoff: Challenges and opportunities in luxury branding. Journal of Brand Management, 16(5), 290-301.
  18. Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 65(10), 1495-1499.
  19. Kim, M. S., & Hunter, J. E. (1993). Relationships Among Attitudes, Behavioral Intentions, and Behavior A Meta-Analysis of Past Research, Part 2. Communication research, 20(3), 331-364.
  20. Kotler, Ph., Armstrang, G. (1390). Marketing principle, Transalated by: Foroozandeh, B., Tehran: Atropat.
  21. Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521-527.
  22. Lee, B. C. Y. (2007). Consumer attitude toward virtual stores and its correlates. Journal of Retailing and Consumer services, 14(3), 182-191.
  23. Lin, C. Y., Marshall, D., & Dawson, J. (2009). Consumer attitudes towards a European retailer's private brand food products: an integrated model of Taiwanese consumers. Journal of Marketing Management, 25(9-10), 875-891.
  24. Low, G. S., & Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370.
  25. Mooven, J., Minor, M. (1390). Consumer Behavior. Translated by: Saleh Ardestani, A., Saadi, M.R., Tehran: Ettehad-Aylar.
  26. O'Cass, A., & Choy, E. (2008). Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status. Journal of Product & Brand Management, 17(5), 341-352.
  27. Penz, E., & Stottinger, B. (2005). Forget the" real" thing-take the copy! An explanatory model for the volitional purchase of counterfeit products. Advances in consumer research, 32, 568.
  28. Phau, I., & Teah, M. (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27.
  29. Prendergast, G., & Wong, C. (2003). Parental influence on the purchase of luxury brands of infant apparel: an exploratory study in Hong Kong. Journal of Consumer Marketing, 20(2), 157-169.
  30. Solomon, M. R., & Rabolt, N. J. (2004). Consumer Behavior in Fashion.
  31. Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
  32. Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of consumer research, 28(1), 50-66.
  33. Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15.
  34. Wang, Y., Sun, S., & Song, Y. (2011). Chinese luxury consumers: Motivation, attitude and behavior. Journal of Promotion Management, 17(3), 345-359.
  35. Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68-79.