طراحی الگوی اثر کشور مبدأ بر قصد خرید مصرف‌کننده در بازار لوازم خانگی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران

2 استادیار گروه مدیریت بازگانی، دانشکده مدیریت، دانشگاه خوارزمی

3 کارشناسی ارشد، مدیریت بازرگانی؛ گرایش بازرگانی بین الملل، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران

چکیده

هدف پژوهش حاضر طراحی الگوی اثر کشور مبدأ بر قصد خرید مصرف‌کننده در بازار لوازم خانگی می‌باشد. این پژوهش با روش کیفی و رویکرد اکتشافی و با استفاده از روش نظریه داده بنیاد انجام شد. جامعه پژوهش موردنظر فعالان و کارشناسان حوزه لوازم خانگی بود که 11 نفر با روش گلوله برفی برای مصاحبه انتخاب شدند. در نهایت با استفاده از کدگذاری باز، محوری و انتخابی 6 بُعد به روش استراوس و کوربین استخراج شد که شامل؛ عوامل علی، پدیده محوری، راهبرد‌ها، عوامل زمینه‌ای، عوامل مداخله‌گر و پیامد‌ها می باشد. بعد از شناسایی مقوله‌ها و روابط بین آنها، الگوی اثر کشور مبدأ بر قصد خرید مصرف‌کننده طراحی شد. نتایج پژوهش حاضر نشان می‌دهد که دو مورد از عوامل علّی تأثیرگذار بر پدیدآمدن اثر کشور مبدأ، بعد شناختی و هنجاری می‌باشد که هرکدام چندین مفهوم را در برمی‌گیرند. همچنین از طریق تجزیه‌وتحلیل داده‌ها به کشف راهبردها و اقدامات دست یافتیم که به دو مقوله فرعی اقدامات مربوط به تولیدکننده و اقدامات مربوط به دولت و ارگان‌های ذی‌ربط تقسیم می‌شوند. پیامدهایی نیز در ارتباط با به‌کارگیری راهبردها کشف شد که به دو طبقه پیامدهای سطح خرد و سطح کلان تقسیم می‌شوند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing the model of country of origin effect on the consumer's intention to buy in the home appliance market

نویسندگان [English]

  • Hossein Norouzi 1
  • Bahareh Osanlou 2
  • mahdieh Feizi 3
1 Dep. of Business, Faculty of Management, Kharazmi University, Tehran, Iran
2 Assistant Professor of Business Management Department, Faculty of Management, Kharazmi university
3 MSc. of Business Management; International Business, Faculty of Management, University of Kharazmi, Tehran, Iran.
چکیده [English]

The purpose of this study is to design a model for the country of origin effect on the consumer's purchase intention in the home appliance market. This research was conducted by the qualitative method, an exploratory approach, and using the Grounded theory. The statistical population was the activists and experts in the field of home appliances; 11 people were selected for interview by snowball method. Finally, six selected codes were extracted by using open, axial, and selective 6-dimensional coding by the Strauss and Corbin method. These selected codes include Causal factors, pivotal factors, strategies, underlying factors, intervening factors, and consequences. After identifying that category and the relationships between them, the model of the effect of the country of origin on the consumer's purchase intention was designed. The results of the present study show that cognitive and normative dimensions of the causal factors affect the emergence of the effect of the country of origin, each of those dimensions includes several concepts. Through data analysis, we also discovered strategies and actions that are categorized in two sub-categories: producer-related actions and government-related actions. The consequences of the application of strategies are divided into two categories: micro-level and macro-level consequences.

کلیدواژه‌ها [English]

  • "؛ country of origin effect"؛ intention to buy"؛ consumer"؛
  • "؛ home appliances"
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