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بررسی تأثیر جهانوطنگرایی بر نگرش نسبت به محصول داخلی بهواسطۀ ملیگرایی مصرفکننده (از دید تئوری هویت اجتماعی) | ||
| مدیریت بازرگانی | ||
| مقاله 6، دوره 8، شماره 4، 1395، صفحه 895-810 اصل مقاله (324.72 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2017.61300 | ||
| نویسندگان | ||
| مجتبی پورسلیمی* 1؛ مجتبی هاشمیان2؛ لیلی طباخیان3 | ||
| 1استادیار گروه مدیریت، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
| 2دانشجوی کارشناسارشد مدیریت تحول، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
| 3دانشجوی کارشناسارشد مدیریت اجرایی، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
| چکیده | ||
| پژوهش حاضر بهدنبال بررسی تأثیرپذیری نگرش مصرفکنندگان به محصولات داخلی، براساس برخی عوامل هویتی، از جمله جهانوطنگرایی و ملیگرایی مصرفکننده است. پژوهش پیش رو از دسته پژوهشهای توصیفی ـ پیمایشی بهشمار میرود و جامعۀ آماری آن، مصرفکنندگان محصولات داخلی مشهد است. تعداد نمونه با استفاده از فرمول کوکران برای جامعۀ نامعلوم، 384 نفر بهدست آمد که پس از توزیع، در نهایت 381 پرسشنامۀ قابل قبول با استفاده از نرمافزار Smart PLS تجزیه و تحلیل شد. نتایج بهدستآمده نشان داد جهانوطنگرایی مصرفکنندگان مشهد بر ملیگرایی مصرفی آنها تأثیر منفی و معناداری میگذارد و ملیگرایی بر نگرش آنها نسبت به محصول داخلی اثر مثبت و معنادار دارد، اما جهانوطنگرایی مصرفکنندگان بهطور مستقیم تأثیری بر نگرش آنها نسبت به محصول داخلی ندارد. | ||
| کلیدواژه‌ها | ||
| تئوری هویت اجتماعی؛ جهان وطن گرایی؛ ملی گرایی؛ نگرش نسبت به محصول داخلی | ||
| عنوان مقاله [English] | ||
| "Investigation the effect of Iranian consumer cosmopolitanism on their attitude toward domestic products by mediating role of consumer ethnocentrism: In terms of social identity theory" (Case of study: domestic products consumers in Mashhad city) | ||
| نویسندگان [English] | ||
| Mojtaba Poursalimi1؛ Mojtaba Hashemian2؛ Lili Tabakhian3 | ||
| 1Assinstant Professor | ||
| چکیده [English] | ||
| The aim of this study is to examine the impact of Iranian consumer cosmopolitanism on their attitude toward domestic products by mediating role of consumer ethnocentrism. The study population is Iranian consumers of domestic products in Mashhad city. Number of sample was determined by Cochran formula for unknown population 384 and finally 381 acceptable questionnaires were gathered by Non-random available sampling and were analyzed using Smart PLS. The results showed that Iranian consumers cosmopolitanism has a negative and meaningful effect and their ethnocentrism has a positive and meaningful effect on their attitude toward domestic products in Mashhad city, but consumers cosmopolitanism do not affect their attitude toward domestic products directly. | ||
| کلیدواژه‌ها [English] | ||
| Attitude toward domestic products, Cosmopolitanism, Ethnocentrism, social identity theory | ||
| مراجع | ||
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