پاسخ رفتاری مصرف‌کننده به راهبردهای بازاریابی خیرخواهانه در چارچوب SOR

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار، دانشگاه تهران (نویسنده مسئول).

2 ** استادیار، دانشگاه تهران.

3 *** دانشجوی دکتری، دانشگاه تهران.

4 **** کارشناس ارشد، دانشگاه تهران.

چکیده

      در سال­های اخیر شرکت­ها برای به­دست­آوردن سهمی از بازار مصرف­کنندگان از روش­های گوناگونی استفاده می­کنند. یکی ازاین‌ روش­ها که امروزه موردتوجه بنگاه­ها قرار گرفته است، حمایت از راهبرد‌های بازاریابی خیرخواهانه است؛ ازاین‌رو هدف پژوهش حاضر بررسی تأثیر راهبرد­های بازاریابی خیرخواهانه بر قضاوت اخلاقی و افزایش قصد خرید مصرف‌کننده در چارچوب محرک- ارگانیسم- پاسخ (SOR) است. روش پژوهش حاضر از نظر هدف، کاربردی و بر حسب روش توصیفی است که با به‌کارگیری ابزار پرسشنامه بومی­شده و روش پیمایشی داده‌های موردنیاز جمع‌آوری شده است. جامعه آماری این پژوهش، تمامی استفاده­کنندگان خدمات آموزشی «کانون قلم­چی» در استان قم است که با استفاده از روش نمونه­گیری تصادفی ساده، تعداد 360 نمونه قابل‌قبول جمع‌آوری شد. تجزیه‌وتحلیل داده­ها با استفاده از تحلیل همبستگی و الگویابی معادلات ساختاری و با کمک نرم‌افزار AMOS 24 انجام شده است. نتایج پژوهش نشان می­دهد که راهبرد­های بازاریابی خیرخواهانه (تناسب برند- علت، انس با علت و اهمیت علت) بر قضاوت اخلاقی مصرف‌کننده اثر مثبت و معناداری دارند و قضاوت اخلاقی نیز بر قصد مصرف‌کننده اثر مثبت و معناداری دارد. 

کلیدواژه‌ها

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  • تاریخ دریافت: 15 مرداد 1396
  • تاریخ بازنگری: 31 فروردین 1403
  • تاریخ پذیرش: 11 دی 1399

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