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Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| مقاله 7، دوره 11، شماره 4، بهمن 2018، صفحه 795-830 اصل مقاله (802.18 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2018.241676.672823 | ||
| نویسندگان | ||
| Somesh Kumar Sinha* ؛ Priyanka Verma | ||
| Maulana Azad National Institute of Technology, Bhopal, India | ||
| چکیده | ||
| Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about the product in the context of the Indian consumer. Moderating impact of gender is also found. Female consumers give more preference to the hedonic benefits of sales promotion while male consumers are more attracted to the utilitarian benefits. | ||
| کلیدواژه‌ها | ||
| Utilitarian Benefit؛ Hedonic Benefit؛ Sales Promotion؛ Consumer Perception؛ gender | ||
| عنوان مقاله [English] | ||
| بررسی نقش معتدل گر جنسیت بر رابطه میان مزایای فعالیتهای پیشبردی فروش و درک مشتری | ||
| نویسندگان [English] | ||
| سومش کومار سینها؛ پریانکا ورما | ||
| موسسه ملی تکنولوژی موآنا آزاد، بوپال، هند | ||
| چکیده [English] | ||
| آیا تاثیر فعالیت های پیشبردی فروش بر درک مصرف کننده در انگاره مصرف کنندگان هندی توسط مزایای فایده باور و لذت جویانه آن ها تعدیل میابد؟ آیا جنسیت بر رابطه میان مزایای فعالیت های پیشبردی فروش و درک مشتری تاثیری معتدل کننده دارد؟ نویسندگان با استفاده از یک مدل سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی (PLS-SEM) این دو پرسش را مورد بررسی قرار دادند. یافته ها حاکی از آنند که مزایای فایده باور و لذت جویانه، رابطه میان فعالیت های پیشبردی فروش و درک مصرف کننده از محصول را در انگاره مصرف کنندگان هندی معتدل میکند. همچنین تاثیر معتدل گر جنسیت نیز یافت میشود. در حالیکه مصرف کنندگان زن ترجیحشان بیشتر به سمت مزایای لذت جویانه فعالیت های پیشبردی فروش است، برای مصرف کنندگان مرد مزایای فایده باور جذابیت بیشتری دارد. | ||
| کلیدواژه‌ها [English] | ||
| مزایای فایده باور, مزایای لذت جویانه, فعالیت های پیشبردی فروش, درک مشتری, جنسیت | ||
| مراجع | ||
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