«بررسی تأثیر تبلیغات در نقطه خرید بر قصد خرید مصرف‌کننده با اثر میانجی ارزش ویژه برند در فروشگاه‌های زنجیره‌ای شهر اراک»

نوع مقاله : علمی - پژوهشی

نویسندگان

1 پردیس فارابی دانشگاه تهران

2 دانشگاه تهران- پردیس فارابی

چکیده

تبلیغات در نقطه خرید محرکی است که بر رفتار خرید مصرف­کننده در داخل فر وشگاه­­ تأثیرگذار است. نقطه خرید، فرصتی برای جذب مشتریان است و مناسب­ترین مکان برای برقراری ارتباط با مصرف­کنندگان است. از آنجا که در نقطه خرید (از دیدگاه مشتری)،  فقط یک کالا وجود ندارد و کالاهای رقبا هم حضور دارند، علاوه­بر تبلیغات در نقطه خرید، ارزش ویژه برند بر قصد خرید مصرف­کننده اهمیت بسزایی دارد. بنابراین محقق سعی نموده در این مطالعه، ضمن بررسی تاثیر گذاری تبلیغات در نقطه خرید بر قصد خرید مصرف­کنندگان، نقش میانجی ارزش ویژه برند را مورد بررسی قرار دهد. جامعه آماری مورد نظر مشتریان فروشگاه افق کوروش در شهر اراک می­باشد که 206 نفر از مشتریان از طریق نمونه­گیری در دسترس انتخاب شدند. برای تحلیل داده­های گردآوری شده نرم­افزار SPSS19  و برای آزمون فرضیات از مدل­سازی معادلات ساختاری با نرم­افزار SmartPLS3.2  استفاده شده است. نتایج نشان می‌دهد که تبلیغات در نقطه خرید تأثیر مثبت و معناداری بر قصد خرید مصرف­کنندگان داشته است و ارزش ویژه برند نیز به عنوان متغیر میانجی بر رابطه تبلیغات در نقطه خرید و قصد خرید تاثیر هم افزایی بر قصد خرید داشته است.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of point of purchase advertising on the consumer purchase intentions by mediating of brand equity

نویسندگان [English]

  • Hossein Khosravi Anjadani 1
  • Hamid Reza Irani 2
  • Gholamreza Jandaghi 1
1 پردیس فارابی دانشگاه تهرانCollege of Farabi, University of Tehran, Qom, Iran
2 College of Farabi, University of Tehran
چکیده [English]

  Objective: Point of Purchas advertising is an effective trigger on the buying consumer behavior in the store. Point of purchase (POP) is an opportunity for engaging customer and creating communication with them. From customer perspective, at the POP there are several products from different producers, therefor brand equity plus POP Ads can determine significant effect on intention of purchase. The aim of this study is to investigate the effect of point of purchase advertising on the consumer purchase intentions by moderating of brand equity.
Metodology: The population is the customers of Ofogh Koorosh Chain store in Arak. The sampling method is convenience sampling and sample size is 206 customers. The research strategy is Survey and questionnaire was used to collect data.
Finding: To analyze data and test hypotheses SmartPLS3.2 and SPSS19 was used.
Conclution: The results show that POP Ads has a significant and positive effect on purchase intention and brand equity mediate the relationship between POP Ads and Purchase intention. It implies that the company with high brand equity use POP Ads to increase the purchase intention of customers.
 
 

کلیدواژه‌ها [English]

  • point ofpurchase advertising
  • purchase intent
  • brand equity

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