اثر تبلیغات توصیه‌ای مثبت، تصویر فروشگاه و ریسک ادراکی بر تمایل خرید از برند فروشگاهی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * استادیار، دانشگاه سمنان ( نویسنده مسئول).

2 ** کارشناس ارشد، دانشگاه سمنان.

چکیده

     در پژوهش حاضر تأثیر چند عامل مختلف (تبلیغات توصیه‌ای مثبت، تصویر فروشگاه و ریسک ادراکی از برند فروشگاهی) بر تمایل خرید از برند فروشگاهی بررسی شد. برای جمع‌آوری داده‌ها، تعداد 420 پرسشنامه در میان مشتریان «فروشگاه اتکا» توزیع شد که تعداد 387 عدد از پرسشنامه‌ها صحیح بودند و برای بررسی ‌و تحلیل استفاده شدند. طبق نتایج پژوهش، تأثیر تبلیغات توصیه‌ای مثبت بر تصویر فروشگاه، تبلیغات توصیه‌ای مثبت بر تمایل خرید از برند فروشگاهی، تصویر فروشگاه بر ریسک ادراکی از برند فروشگاهی و ریسک ادراکی از برند فروشگاهی بر تمایل به خرید از برند فروشگاهی تأیید شد؛ ولی تأثیر تصویر فروشگاه بر تمایل خرید از برند فروشگاهی تأیید نشد.

کلیدواژه‌ها


  1. Ailawadi, K.L.,& Keller, K.L., (2004). Understanding retail branding conceptual in sight sand research priorities. Journal of Retailing, 80(4), 331–342.
  2. Baltas, G., & Argouslidis, C., (2007). Consumer characteristics and demand for store brand. International Journal of Retail and Distribution Managemen,t 3 (5), 328–341.
  3. Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345−354.
  4. Chevalier, Judith and Mayzlin, Dina (2004). The Effects of Word of Mouth on Sales: online Book Review.
  5. Collins-Dodd, C., & Lindley, T., (2003). Store brand and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10(6), 345–352.
  6. Corstjens, M., & Lal, R., (2000). Building store loyalty through store brands. Journal of Marketing Research, 37, 281-291.
  7. Diallo, M. F., (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19, 360-367.
  8. Dursun, I., Kabadayi, E, T., Alan, K, A., & Sezen, B., (2011). Store Brand Purchase Intention: Effects of Risk, Quality, Familiarity and Store Brand Shelf Space. Journal of Retailing and Consumer Services, 24, 1190-1200.
  9. East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word-of-mouth on brand purchase probability. International Journal of Research in Marketing, 25, 219-221.
  10. Ebrahimi, A., Khalifeh, M., & Samiezadeh, M., (2013). Investigation of psychological processes brand identity and brand personality effects, on brand loyalty. Journal of business management, 15(48), 189-208. (In persion).
  11. Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545−560.
  12. Grewal, D., Levy, M., (2009). Emerging issues in retailing research. Journal of Retailing, 85(4), 522–526.
  13. Hoch, S.J., & Banerji, S. (1993). When do Private Labels Succeed? Sloan Management Review, 34, 57–67.
  14. Hyman, M.R., Kopf, D.A., & Lee, D., (2010). Review of literature –future research suggestions: private label brands: benefits, success factors and future research. Journal of Brand Management 17(5), 368-389.
  15. Kumar, N., & Steenkamp, J.-B.E.M., 2007. Private Label Strategy: How to Meet the Store Brand Challenge, 1st edn. Harvard Business School Press, Boston, MA.
  16. Liljander, V. P., & Riel, A., (2009). Modeling Consumer Responses to and Apparel Store Brand: Store Image as a Risk Reducer. Journal of Retailing and Consumer Services, 16, 281-290.
  17. Lindquist, J.D., (1974). Meaning of image – a survey of empirical and hypothetical evidence. Journal of Retailing, 50(4), 29–38.
  18. Liu Y. (2006). Word of mouth for movies: its dynamics and impact on box office revenue. Journal of marketing, 70, 74-89.
  19. Mandrik, C. A., & Bao, Y. (2005). Exploring the concept and measurement of general risk aversion. Advances in Consumer Research, 32(4), 531-539.
  20. Mangold, W. G., Miller, F., & Brockway, G, R. (1999). Word-of-mouth communication in the service marketplace. Journal of Services Marketing, 13(1), 73-89.
  21. Martineau, P. (1958). The personality of the retail store. Harvard Business Review 36 (January-February), 47-55.
  22. Maxham, J. G. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24.
  23. Mieres, C.G., Martin, A.M.D., & Gutierrez, J.A.T. (2006). Antecedents of the difference in perceived risk between store brands and national Brand Promotions, Journal of Marketing, 65, 71-89.
  24. Pincus, S., & Waters, L. K. (1977). Informational social influence and product quality judgments. Journal of Applied Psychology, 62(5), 615–619.
  25. Rastgar, A., Feiz, D., & Sabzei, H., (2013). Development a model to explain the effect of customer’s image of SHAHRVAND chain store on customer loyalty. Journal of business management, 12(46), 103-122,) in persion(.
  26. Richardson, P.S., Dick, A.S., & Jain, A.K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28–36.
  27. Semeijn, J., Van Riel, A.C.R., & Ambrosini, A.B. (2004). Consumer evaluations of store brands: An effect of store image and product attributes, Journal of Retailing and Consumer Services, 11, 247-258.
  28. Thompson, S. (1999). The new private enterprise. Brand week, 40(18), 36–40.
  29. Vazquez-Casielles, R., Surez-Alvarez, L., & del Rio-Lanza, A.B. (2013). The word of mouth dynamic: How positive (and negative) WOM drives purchase probability, an analysis of interpersonal and non-interpersonal factors. Journal of Advertising Research, 53(1), 43-60.
  30. Zamil, A.M., (2011). The Impact of Word-of-Mouth (WOM) on the Purchasing Decision of the Jordanian Consumer. Research Journal of International Studies, 20, 24-29.