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

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سابقه مقاله

  • تاریخ دریافت: 09 تیر 1395
  • تاریخ بازنگری: 13 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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