بررسی نقش خودپنداره در رابطه بین خودشیفتگی و نیاز به منحصر بهفرد بودن مصرفکنندگان برندهای لوکس
الموضوعات : Marketingکامبیز بهزادنژاد 1 , کامبیز حیدرزاده هنزائی 2 , مهدی نعیمی نظام آباد 3
1 - دانشجوي دكتري، گروه مديريت، واحد علی آباد کتول، دانشگاه آزاد اسلامي، علی آباد کتول، ایران
2 - دانشيار، گروه مدیریت بازرگانی، واحد علوم و تحقيقات، دانشگاه آزاد اسلامی، تهران، ایران (عهدهدار مکاتبات)
3 - استادیار، گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامي، علی آباد کتول، ایران
الکلمات المفتاحية: عشق به برند, ارزش درکشده, خودشیفتگی, نیاز به منحصر بهفرد بودن, خودپنداره, برند لوکس,
ملخص المقالة :
امروزه مصرفکنندگان میتوانند هویت خود را نه تنها از طریق داراییها و رفتار خرید خود، بلکه با استفاده از برندهای لوکس بیان کنند. هدف این پژوهش درک وسیعی از روابط برند لوکس با تمرکز بر خودپنداره مصرفکنندگان از طریق خودشیفتگی و نیاز به منحصر بهفرد بودن در جامعه مصرفکنندگان برندهای لوکس است. پژوهش با فلسفه اثباتگرایی و روش پژوهش همبستگی انجام گرفته و بخشی از مصرفکنندگان جامعه به تعداد پانصدو بیست نفر (برآورد براساس نسبت گویه به نمونه) با روش نمونهگیری آسان انتخاب و شواهد مورد نیاز با کاربرد پرسشنامه گردآوری شده است. شواهد با روشهای تحلیل چند متغیری از جمله تحلیل عاملی تأییدی و مدلیابی معادلات ساختاری تجزیه و تحلیل شده است. با استناد به شاخصهای مختلف نتایج تحلیل عاملی تأییدی، اعتبار و روایی ابزار سنجش حمایت شده است. براساس نتایج مدلیابی معادلات ساختاری، سه مفهوم روانشناختی: نیاز به منحصر بهفرد بودن، خودشیفتگی و خوپنداره مصرفکنندگان به عنوان محرکهای مهم در ارزش درکشده و عشق به برندهای لوکس است، بطوریکه خودپنداره با تأثیرپذیری از نیاز به منحصر بهفرد بودن و خودشیفتگی مصرفکنندگان، بر ارزش درکشده و عشق به برندهای لوکس تآثیر میگذارد. مدل پژوهش با روش حداکثر احتمال و کاربرد بسته نرمافزار ایموس برازش شده است. یافتههای پژوهش از لحاظ نظری به ذخیره دانش در مورد مصرف آشکار کمک میکند و بینشهای جدیدی را برای بازاریابان برندهای لوکس در زمینه کاربردی فراهم میکند.
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