بررسی اثر کشور مبداً بر تمایل به پرداخت؛ تبیین نقش حس ملی‌گرایی و ریسک ادراک شده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

2 کارشناس ارشد مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

3 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

هدف اصلی این تحقیق تعیین اثر کشور مبدا، ملی­گرایی وریسک ادراک شده بر قیمتی که مصرف­کنندگان ایرانی تمایل به پرداخت آن برای محصولات با مبدأ متفاوت دارند است. همچنین میزان تمایل به پرداخت را برای کشورهای مختلف (کشورهایی با تصویر مثبت کشور مبداً مانند آلمان و کشورهایی با تصویر منفی کشور مبداء مانند چین) در طبقات کالایی مختلفی از جمله یخچال، کفش ورزشی و لاستیک خودرو برآورد شده است و اثر ملی­گرایی و ریسک ادراک شده  به عنوان متغیر میانجی نیز سنجیده شده است. این مطالعه از نظر هدف کاربردی، ‌از نظر روش توصیفی- پیمایشی، ‌و از نظر گردآوری داده­ها کتابخانه­ای- میدانی می­باشد. جمع‌آوری داده‌ها با پرسش­نامه میان پرسنل و مراجعه­کنندگان به کتابخانه ملی انجام شده و داده­های گردآوری شده از 179 پرسش­نامه تجزیه و تحلیل شده است. نتایج حاصل از بررسی داده­ها و آزمون فرضیه­ها نشان داد، کشور مبداً کالاها بر روی پتانسیل­های قیمتی محصولات تاثیر دارد و مصرف‌کنندگان ایرانی تمایل به پرداخت 20 تا 40 درصد پول بیشتر برای کالاهای ساخت آلمان نسبت به کالاهای ساخت ایران دارند و همچنین 20 تا 40 درصد پول کمتر برای کالاهای ساخت چین نسبت به کالاهای ساخت ایران دارند.  این درصد برای کالاهای مختلف بر حسب ریسک‌های مالی و اجتماعی و سلامتی متفاوت می‌باشد. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the Effect of Country of Origin on Willingness to Pay; Explaining the Role of Perceived Risk and Nationalism

نویسندگان [English]

  • Mohsen Nazari 1
  • Shadi Merati 2
  • Hanieh Fathi 3
1 Business Management, Faculty of Management, University of Tehran
2 Business Management , University of Tehran
3 PhD of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran Hanieh.Fathi@ut.ac.ir
چکیده [English]

The main purpose of this study is to determine the effect of country of origin, nationalism, and perceived risk on the price that Iranian consumers tend to pay for products of different origin. And we estimate the willingness to pay different countries (countries with a positive image of country of origin such as Germany and countries with a negative image of country of origin such as China) in different commodity categories, including refrigerators, sneakers and car tires. The effect of nationalism and perceived risk has been measured as the mediating variable. present study is a descriptive-survey research method, and in terms of purpose, is a developmental-applied research. Also, this research was done using questionnaire. It was distributed to staff and visitors to the National Library. Data collected from 179 questionnaires were analyzed. The results of data analysis and hypothesis testing showed that the country of origin of goods has an impact on the price potential of the products and Iranian consumers tend to pay 20 to 40 percent more money for German-made goods than Iranian-made goods. And Up to 40 percent less money for Chinese-made goods than Iranian-made goods. 

کلیدواژه‌ها [English]

  • Country of origin
  • pricing
  • willingness to pay
  • nationalism
  • perceived risk

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سابقه مقاله

  • تاریخ دریافت: 10 بهمن 1398
  • تاریخ بازنگری: 09 اسفند 1398
  • تاریخ پذیرش: 10 اسفند 1398

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