نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.

10.22105/imos.2021.293172.1131

چکیده

هدف: هدف از این تحقیق بررسی اثر ایجاد مالکیت روانی فردی و جمعی برند برای مشتریان بر اهداف خرید از برند و تبلیغ دهان به دهان از طریق اهداف مشارکت با نقش تعدیل‌گر نوع فعالیت اعضا (مورد مطالعه: شرکت هواپیمایی ماهان) می‌باشد.
روش‌شناسی پژوهش: این پژوهش از نظر هدف کاربردی و از نظر روش جزو تحقیقات توصیفی پیمایشی می‌باشد. روش نمونه‌گیری این پژوهش در دسترس و تعداد حجم نمونه 384 نفر می‌باشد. ابزار سنجش در این پژوهش پرسشنامه استخراج شده از پژوهش کومار ،(2019) می‌باشد. تحلیل‌های آماری نیز با استفاده روش معادلات ساختاری و با استفاده از نرم‌افزار SPSS و Smart-PLS2 انجام ‌شده‌است. برای تعیین ارتباط علی بین متغیرها از روش مدل معادلات ساختاری و سطوح معناداری به منظور آزمودن فرضیه‌ها p_value کوچک‌تر از 05/0 در نظر گرفته شد.
یافته‌ها: نتایج پژوهش نشان داد که خودکارآمدی، مسئولیت‌پذیری، تعلق خاطر، هویت شخصی و مالکیت روانی جمعی بر اهداف مشارکت اعضا اثر مثبت و معنادار دارد. همچنین اهداف مشارکت بر هدف و قصد خرید برند و تبلیغ دهان به دهان اثر مثبت و معنادار دارد.
اصالت/ارزش افزوده علمی: نتایج پژوهش حاکی از آن بود که خودکارآمدی، مسئولیت‌پذیری، تعلق خاطر، هویت شخصی و مالکیت روانی جمعی بر اهداف مشارکت و با تعدیل‌گر نوع فعالیت اعضاء اثر مثبت و معنادار وجود دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Creating a Sense of Individual and Collective Psychological Ownership of the Brand in the Online Communities of the Brand on the Buying Behavior and Online Word-of-Mouth Advertising

نویسندگان [English]

  • Yazdan Shirmohammadi
  • Jahan Rajabi

Department of Business Administration, Payame Noor University, Tehran, Iran.

چکیده [English]

Purpose: The purpose of this study is to investigate the effect of creating individual and collective psychological ownership of the brand for customers on the goals of buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case study.
Methodology: This research is applied and descriptive-survey in terms of purpose and method, respectively. The sampling method of this study was available and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation methods and SPSS and Smart-PLS2 software programs. To determine the causal relationship between the variables using the structural equation model method and significance levels in order to test the hypotheses, P-value less than 0.05 was considered.
Findings: The results showed that self-efficacy, responsibility, belonging, personal identity and collective psychological ownership have a positive and significant effect on members' participation goals. Also, the goals of the partnership have a positive and significant effect on the purpose and intention of buying the brand and word-of-mouth advertising.
Originality/Value: The results showed that self-efficacy, responsibility, belonging, personal identity and collective psychological ownership have a positive and significant effect on the goals of participation and by modifying the type of activity of members.

کلیدواژه‌ها [English]

  • Word-of-mouth advertising
  • Brand Communities
  • aviation
  • Intellectual Property
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