اثر کشور مبدأ قطعات، طراحی و زبان نام تجاری بر نگرش و قیمت درک شده با رویکرد آزمایش پیمایشی در صنعت لوازم‌خانگی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار ، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

2 ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی تهران ایران

3 دانشجوی دکتری مدیریت بازرگانی سیاست گذاری بازرگانی - دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی تهران ایران

چکیده

یکی از عوامل مهم و تأثیرگذار بر رفتار مصرف‌کننده اثر کشور مبدأ محصول است. این مؤلفه درواقع از چند بعد مختلف ازجمله کشور مبدأ قطعات و کشور مبدأ طراحی تشکیل‌شده است. از طرفی زبان معرفی کننده، کشوری است که آن زبان از آن نشات گرفته است. پژوهشگران در مطالعه حاضر باهدف شناسایی اثرات ابعاد کشور مبدأ و زبان نام تجاری بر نگرش و قیمت درک شده به توزیع 289 پرسشنامه مبتنی بر آزمایش پیمایشی در بین خریداران خانم‌ مراجعه‌کننده به فروشگاه‌های لوازم‌خانگی بازار امین و جمهوری‌ تهران پرداختند. با استفاده از مدل‌سازی عمومی خطی (GLM)، نتایج نشان داد نگرش پاسخ‌گویان نسبت به محصول جاروبرقی با کشور مبدأ قطعات و کشور مبدأ طراحی رابطه مستقیمی دارد. زمانی که کشور مبدأ طراحی و کشور مبدأ قطعات اصلی کره جنوبی باشد، نگرش مثبت‌تر از زمانی است که کشور مبدأ طراحی و کشور مبدأ قطعات جاروبرقی، ایران باشد. همچنین کشور مبدأ طراحی بر روی قیمت درک شده محصول جاروبرقی اثر مستقیم دارد. تحلیلها نشان داد که دو متغیر کشور مبدأ طراحی و کشور مبدأ قطعات به‌طور هم‌زمان بر روی قیمت درک شده اثر مستقیم می‌گذارند؛ درصورتی‌که کشور طراحی جاروبرقی ایران باشد، آنگاه اگر کشور محل تولید قطعات نیز ایران باشد آن جاروبرقی گران‌تر از جاروبرقی تولیدشده در کره جنوبی درک می‌شود و بالعکس. نهایتاً ارتباط معناداری بین زبان نام تجاری (فارسی و انگلیسی) با نگرش و قیمت درک شده محصول یافت نشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The effect Country of Origin of Parts, Design and Brand language on Attitude and Perceived Price with a Survey Experiment Approach in the Home Appliance Industry

نویسندگان [English]

  • shahriar azizi 1
  • fatemeh gholamalipour 2
  • SALMAN EIVAZINEZHAD 3
1 associate Associate Professor., Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, Tehran,Iran
2 Master of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
3 PhD student in Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
چکیده [English]

One of the important factors affecting consumer behavior is the country of origin of the product. This component is actually composed of several different dimensions, including the country of origin of the parts and the country of design. On the other hand, language represents the country from which that language originated. The purpose of this study was to investigate the effects of country of origin and brand name dimensions on attitude and perceived prices on 296 scenario-based questionnaires distributed among women present in home appliances stores in Amin-Hozoor- Bazar in Tehran Then, sing general linear modeling (GLM), results showed that respondents' attitudes toward the vacuum cleaner product were directly related to the country of origin of parts and design. if country of origin of design and parts is South Korea, attitude is more positive than when the country of origin of design and parts is Iran. The country of origin of design also has a direct effect on the perceived price of the vacuum cleaner product. Similarly, the two variables of country of origin of design and parts simultaneously have a direct effect on perceived price; If the country of design of the vacuum cleaner is Iran, then if the country where the parts are produced is also Iran, that vacuum cleaner is considered more expensive than the vacuum cleaner produced in South Korea, and vice versa. There was also no significant relationship between brand name language and research dependent variables namely attitude and Perceived price

کلیدواژه‌ها [English]

  • Country of origin of parts
  • Country of origin of design
  • Language of brand name
  • Attitude
  • Perceived price

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  • تاریخ دریافت: 01 آذر 1399
  • تاریخ بازنگری: 15 دی 1399
  • تاریخ پذیرش: 16 دی 1399

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