اثر ابعاد حساسیت مصرف‌کننده به فرهنگ جهانی بر قصد خرید برندهای جهانی کفش‌های ورزشی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استاد دانشگاه کردستان

2 دانشجوی دکتری مدیریت ورزشی دانشگاه کردستان

چکیده

هدف:افزایش روند استفاده از برندهای جهانی، حساسیت مصرف­کننده به فرهنگ جهانی(SGCC) را نشان می دهد. هدف از پژوهش حاضر نیز بررسی اثر ابعاد حساسیت مصرف­کننده به فرهنگ جهانی بر قصد خرید برندهای جهانی کفش­های ورزشی بود.
روش­شناسی:جامعه و نمونه آماری پژوهش حاضر دانشجویان دانشگاه کردستان بودند که با توجه به حجم جامعه(9000نفر)، حجم نمونه براساس جدول مورگان و کرجسی تعداد 368 نفر به­صورت تصادفی انتخاب شدند. روش تحقیق توصیفی از نوع مدل معادلات ساختاری بود و از پرسشنامه­های 24 سؤالی حسیاسیت مصرف­کننده به فرهنگ جهانی و پرسشنامه 3 سوالی قصد خرید مرینو و همکاران(2015) استفاده شد که روایی صوری و محتوایی پرسشنامه­ها به وسیله اساتید مجرب و همسانی درونی آن ها از طریق آلفای کرونباخ تأیید شد. برای تحلیل داده­ها از مدل معادلات ساختاری استفاده گردید.
یافته­ها: یافته­ها نشان دادند مدل تحقیق دارای برازش مناسبی است و می­تواند مدل مناسبی برای ارزیابی مؤلفه­های و ابعاد حساسیت مصرف­کننده به­فرهنگ جهانی(انطباق با روند مصرف، مسئولیت اجتماعی، پرستیژ اجتماعی، ادراک از کیفیت، اعتبار برند، ریسک درک شده، صرفه­جویی در هزینه اطلاعات) بر قصد خرید برندهای جهانی کفش­های ورزشی باشد.
نتیجه­گیری: با توجه به نتایج تحقیق، مدیران بازاریابی، تولیدکننده­گان و حتی خرده­فروشان باید برنامه­ها و استراتژی­های تبلیغاتی خود را با توجه به اهمیت ابعاد حساسیت مصرف­کننده به فرهنگ جهانی  و اولویت­بندی این ابعاد از سوی مصرف­کنندگان به هنگام خرید و دلایل و تمایل آن ها برای خرید و مصرف برندهای جهانی  توجه کنند

کلیدواژه‌ها


عنوان مقاله [English]

Effect of the Dimensions Influence of Susceptibility to Global Consumer Culture on the Intention of Purchasing Global Brands of Sport Shoes

نویسندگان [English]

  • saeed sadqi bruojerdi 1
  • ABED MAHMOODIN 2
1 university of kurdestan
2 PhD Student of Sport Marketing Management, university of Kurdistan
چکیده [English]

Objective: The increase in using the global brands tells of the susceptibility to global consumer culture. The aim of the present survey is to analyze the components of the susceptibility of the consumer on the intention of purchasing global brand s sport shoes.
Methodology: The population of the study was the all students in the University of Kurdistan (9000). The statistical sample using a Morgan table was selected accidentally to be 368 individuals. The method was descriptive and Structural Equation modeling type. Questionnaire of the Susceptibilityto Global Consumer Culture and the Intention of Purchasing Global Brands (both fromHernani-Merino etl 2015) were used whose facial and content validity and internal consistency were verified by specialists and Cronbach's alpha, respectively. Structural Equation Modeling was used for the analysis of the data.
Results: The results showed that the model of survey has a suitable fitness, and it can be a suitable model for analyzing the components of susceptibility global consumer culture, such as conformity to consumption trend, social responsibility, social prestige, perception of quality, brand credibility, perceived risk, and information costs saved on the intention of purchasing global brands. Conclusion: according to the research results marketing managers, manufacturers and even retailers should adapt their programs and advertising strategies with Consumer Susceptibility to Global Culture and consider to priorities of these components among consumers and their tendency and reseaons for purchasing global brands.
 
 

کلیدواژه‌ها [English]

  • Consumer Culture
  • Intention to Purchase
  • Global Brand
  • Sport Shoes
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