نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران.

2 گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران.

3 گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.

10.22105/imos.2021.281500.1061

چکیده

هدف: هدف اصلی این پژوهش بررسی تأثیر عوامل اثرگذار بر خرید واقعی یا نهایی کالای ایرانی با ارزیابی اثر میانجی‌گری قصد خرید و نقش تعدیل‌گری نوع محصول ایرانی می‌باشد.
روش‌شناسی پژوهش: این تحقیق از بعد هدف کاربردی بوده و از لحاظ رویکرد تحقیق کمی و دارای استراتژی توصیفی پیمایشی می‌باشد. جامعه آماری این تحقیق کلیه مشتریان و مصرف‌کنندگان پوشاک ایرانی و لوازم‌خانگی ایرانی در استان آذربایجان شرقی شهر تبریز می­باشد که از بین آن‌­ها تعداد 377 نفر به‌عنوان نمونه توسط نرم‌­افزار G-Power محاسبه و انتخاب شدند. ابزار گردآوری داده‌­ها پرسشنامه می‌باشد و برای تجزیه‌وتحلیل داده­‌ها از مدل معادلات ساختاری با نرم‌افزار Smart Pls استفاده‌شده است.
یافته‌ها: نتایج نشان می‌­دهد که متغیرهای دانش محصول، کیفیت ادراک‌شده و ارزش ادراک‌شده اثر مثبت و معناداری بر قصد خرید کالای ایرانی دارند، همچنین متغیرهای دانش محصول و ارزش ادراک‌شده اثر مثبت و معناداری خرید واقعی کالای ایرانی دارند. برخلاف نتایج تحقیقات انجام‌یافته متغیر کیفیت ادراک‌شده بر خرید واقعی اثر مثبت و معناداری ندارد. نقش میانجی متغیر قصد خرید برای روابط دانش محصول و ارزش ادراک‌شده با خرید واقعی مورد تائید قرار گرفت. متغیر نوع محصول صرفاً رابطه علی بین دانش محصول و خرید واقعی را تعدیل می­کند. این بخش یافته‌های اصلی مطالعه (معمولاً با ذکر معنی‌داری آماری) بیان می‌شوند.
اصالت/ارزش‌افزوده علمی: نتایج این تحقیق، اطلاعات کاملاً صحیح، درست و شفافی در خصوص نگرش مصرف‌کنندگان نسبت به کالای ایرانی ارائه می‌دهد. این نتایج می­تواند برای تولیدکنندگان نقشه راهی در جهت تقویت و بهبود سهم بازار کالای ایرانی از طریق افزایش کیفیت و ارائه دانش در خصوص عملکرد کالای ایرانی و اعتماد افزایی باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Effect of Effective Factors on Actual Purchase with The Mediating Role of Purchase Intention and The Moderating Role of Iranian Product Type

نویسندگان [English]

  • Aliakbar Shahri Mejarshin 1
  • Alireza Rousta 2
  • Abdullah Naami 3

1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran.

2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

3 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

چکیده [English]

Purpose: The main purpose of this study is to investigate the effect of factors affecting the actual or final purchase of Iranian goods by evaluating the mediation effect of purchase intention and the moderating role of Iranian product type.
Methodology: This research is an applied goal in terms of a quantitative research approach and has a descriptive survey strategy. The statistical population of this study is all customers and consumers of Iranian clothing and home appliances in East Azarbaijan province of Tabriz, of which 377 people were calculated and selected as a sample by G-Power software. The data collection tool is a questionnaire and the structural equation model with Smart Pls software has been used to analyze the data.
Findings: The results show that the variables of product knowledge, perceived quality, and perceived value have a positive and significant effect on the intention to buy Iranian goods, also the variables of product knowledge and perceived value have a positive and significant effect on the actual purchase of Iranian goods. Contrary to the results of research, the perceived quality variable does not have a positive and significant effect on actual purchases. The mediating role of the purchase intention variable was confirmed for the relationship between product knowledge and perceived value with the actual purchase. The product type variable only modulates the causal relationship between product knowledge and actual purchase. This section presents the main findings of the study (usually with statistical significance).
Originality/Value: The results of this research provide completely correct, accurate, and clear information about consumers' attitudes toward Iranian goods. These results can be a roadmap for manufacturers to strengthen and improve the market share of Iranian goods by increasing the quality and providing knowledge about the performance of Iranian goods and increase confidence.

کلیدواژه‌ها [English]

  • perceived value
  • Actual Purchase
  • product knowledge
  • Purchase Intention
  • Perceived Quality
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