شناسایی ابعاد و مولفه های ملیت گرایی مصرف کننده با روش آمیخته: مطالعه صنعت پوشاک ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

هدف: افزایش تمایل مصرف‌کنندگان به مصرف محصولات داخلی یکی از دغدغه های اصلی است که در اولویت سیاست‌گذاری‌های اقتصادی و بازرگانی هر کشوری مطرح است. ملیت‌گرایی مصرف‌کننده یکی از مباحث مهم در رفتار مصرف کننده است که تبیین درست آن نقش موثری در این مساله ایفا می کند و به کسب و کارها برای طراحی استراتژی‌های موقعیت‌یابی محصول و موفقیت در بازار کمک می‌کند. هدف این پژوهش تبیین سازه ملیت گرایی مصرف کننده و شناسایی مولفه‌های آن است.
روش شناسی: پژوهش حاضر با روش آمیخته در دو فاز کیفی و کمی انجام شده است. جامعه آماری در مرحله کیفی شامل خبرگان صنعت پوشاک ایران بودند که نمونه ای 20 نفره از آنان به روش قضاوتی انتخاب شد. در مرحله کمی، جامعه آماری را مصرف کنندگان پوشاک در ایران تشکیل می داد که با روش نمونه گیری خوشه ای، 310 نفر از آنان انتخاب شدند.
یافته‌ها: پس از انجام مصاحبه‌های عمیق و شناسایی ابعاد ملیت‌گرایی با روش تحلیل تم و دلفی فازی، گویه‌های اصلی شناسایی شده و در ادامه با استفاده از تحلیل عاملی اکتشافی و تاییدی اقدام به شناسایی ابعاد و تقسیم بندی گویه های در قالب ابعاد شناسایی شده و اعتبار سنجی الگو گردید. در پایان ابعاد ملیت گرایی مصرف کننده و مولفه‌های آن پیشنهاد گردید.
نتیجه‌گیری: نتایچ پژوهش حاکی از آن است که با شناسایی ابعاد و مولفه‌های ملیت گرایی مصرف کننده در صنعت پوشاک ایران و اتخاذ سیاست‌های مناسب در این زمینه می‌توان شاهد رشد و شکوفاهی این صنعت و کاهش نرخ بیکاری در آن بود.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the Dimensions and Components of Consumer Nationalism by Mixed Method: Study of Iran’s Clothing Industry

نویسندگان [English]

  • Morteza Maddah
  • Majid Mohammad shafiee
Department of Management, University of Isfahan
چکیده [English]

Objective: The increase in the desire of consumers to consume domestic products is one of the main concerns, which is a priority in economic and trade policies of any country. Consumer nationalism is one of the most important issues in consumer behavior that the correct explanation of which plays an effective role in this issue and helps businesses to design product positioning strategies and market success. The purpose of this study is to explain the construct of consumer nationalism and its components.
Methodology: The present study is conducted by a mixed method in two phases, qualitative and quantitative. The statistical population in the qualitative stage included experts in the Iranian clothing industry, a sample of 20 of whom were selected by judgment. In the quantitative stage, the statistical population consisted of clothing consumers in Iran and 310 individuals were selected by cluster sampling.
Results: After conducting in-depth interviews and identifying the dimensions by thematic analysis and Delphi fuzzy method, exploratory and confirmatory factor analyses were performed to validate the model. Finally, the dimensions of consumer nationalism and its components were proposed.
Conclusion: The results of the research indicate that by identifying the dimensions and components of consumer nationalism in the Iranian clothing industry and adopting appropriate policies in this field, we can witness the growth and prosperity of this industry and the reduction of the unemployment rate in it.

کلیدواژه‌ها [English]

  • consumer nationalism
  • patriotism
  • domestic product
  • thematic analysis
  • clothing industry

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سابقه مقاله

  • تاریخ دریافت: 15 آبان 1400
  • تاریخ بازنگری: 26 بهمن 1400
  • تاریخ پذیرش: 27 بهمن 1400

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