بررسی تأثیر ابراز وجود و عزت نفس بر قصد خرید مجدد مشتریان با میانجی گری حسادت و عشق به برند و تعامل فعال با برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت، اقتصاد و حسابداری، دانشکده علوم‌انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران

2 گروه حسابداری، دانشکده علوم اداری و اقتصادی، دانشگاه خیام، مشهد، ایران

3 دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، دانشکده علوم‌انسانی، دانشگاه آزاد اسلامی واحد تربت‌حیدریه، تربت‌حیدریه، ایران

https://www.doi.org/10.34785/J021.2021.707

چکیده

باتوجه به اهمیت مباحث احساسات در رفتار خرید مشتریان، هدف از پژوهش حاضر بررسی ویژگی‌های شخصیتی مشتریان (ابراز وجود و عزت نفس) بر تعاملات رفتاری، عشق به برند و قصد خرید آنان است. این مولفه نقش میانجی‌گر و تعدیل‌کننده در مدل پژوهش ایفا می‌کند. پژوهش حاضر کاربردی و در زمره پژوهش­های توصیفی- تحلیلی است که به صورت مقطعی و به شیوه پیمایشی انجام شده است.جامعه آماری پژوهش خریداران لوازم و تجهیزات ورزشی (برندهای متفاوت) در شهر مشهد بودند. حجم جامعه آماری نامعلوم و براساس جدول مورگان حداقل حجم نمونه 385 نفر بود که با نمونه‌گیری در دسترس از بین خریداران انتخاب گردید. با بررسی ادبیات و مبانی نظری، فرضیات و مدل پژوهش توسعه داده شد. داده‌‎ها با استفاده از پرسشنامه گرد‎آوری شد. پایایی پرسشنامه با استفاده از آلفای کرونباخ و پایایی مرکب و روایی آن با استفاده از روایی هم‌گرا و واگرا سنجش قرار گرفت. جهت بررسی فرضیات پژوهش از مدل معادلات ساختاری موسوم به تحلیل مسیر در نرم­افزاراسمارت پی‌ال‌اس استفاده شد. نتایج به­دست­آمده از این پژوهش نشان داد، چارچوب حسادت عاشقانه به برند، عامل تعدیلگری ضعیفی در ایجاد تعامل مشتری با برند و هم­چنین ایجاد انگیزه در او برای خرید برند می‌‏باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of assertiveness and self-esteem on customers' intention to repurchase through the mediation of jealousy and love for the brand and active interaction with the brand

نویسندگان [English]

  • hossein balouchi 1
  • MARIAM EGHBAL 2
  • SEPIDE SAMIE 3
1 Management, Economics and Accounting, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran
2 Department of Accounting, Faculty of Administrative and Economic Sciences, Khayyam University, Mashhad, Iran
3 PhD Student in Business Administration, School of Humanities, Islamic Azad University, Torbat-e-Heydariyeh Branch, Torbat-e-Heydariyeh, Iran
چکیده [English]

the importance of emotional issues in customers' purchasing behavior, the aim of this study was to assess the personality traits of customers (assertiveness and self-esteem) on behavioral interactions, brand love and purchase intention. Among the important issues discussed in the behavior of consumers brand love and brand joules has been used in this study. This component plays a mediating and moderating role in the research model. This study is cross-functional and cross-sectional one of preceding studies and the survey was conducted. The population were buyer’s handsets (different brands) in the city of Mashhad. The population of uncertain size, according to Morgan table minimum sample size of 385 subjects who were selected by convenience sampling among buyers. Reviewing the literature and theoretical bases, assumptions and the model was developed. Data were collected using a questionnaire. Reliability using Cranach’s alpha and composite reliability and validity was assessed using convergent and divergent validity. To the hypothesis of the so-called structural equation modeling was used path analysis software pls. The results of this study showed that, under the brand of romantic jealousy, weakness moderator factor in creating customer engagement with the brand and also motivate him to buy the brand

کلیدواژه‌ها [English]

  • self-esteem
  • customer engagement
  • brand jealousy
  • love the brand
  • brand expression (expression of their brands)

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