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تأثیر بازاریابی خیرخواهانه بر قصد خرید مصرف‌کننده (مورد مطالعه: مصرف‌کنندگان تک‌ماکارون) | ||
| مجله علمی "مدیریت فرهنگ سازمانی" | ||
| مقاله 1، دوره 19، شماره 1، فروردین 1400، صفحه 1-24 اصل مقاله (826.54 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jomc.2019.200799.1006752 | ||
| نویسندگان | ||
| حسین خنیفر1؛ نیما سلطانی نژاد2؛ علی اصغر رشید* 3 | ||
| 1استاد دانشکدة مدیریت و حسابداری پردیس فارابی دانشگاه تهران | ||
| 2مدرس مرکز آموزش علمی‌‌ـ کاربردی فرهنگ و هنر رشد کرمان | ||
| 3کارشناس‌ارشد مدیریت بازرگانی پردیس فارابی دانشگاه تهران | ||
| چکیده | ||
| پژوهش حاضر با هدف بررسی تأثیر بازاریابی خیرخواهانه بر قصد خرید مصرف‌کنندگان تک‌ماکارون انجام شد. برای رسیدن به این هدف، از طریق مطالعات گذشته، عواملی که در این موضوع دخیل بودند شناسایی شدند و با استفاده از متغیرهای بازاریابی خیرخواهانه، جذابیت برند، هویت مصرف‌کننده با شرکت، بدبینی مصرف‌کننده، احساسات اخلاقی، و قصد خرید مدل پژوهش شکل گرفت. تحقیق حاضر از نظر هدف کاربردی و از نظر روش تحقیقی توصیفی است. ابزار گردآوری داده‌ها در این پژوهش پرسشنامه بود. تعداد 350 پرسشنامه بین مصرف‌کنندگان محصول تک‌ماکارون شهر تهران در فاصلة زمانی آبان‌ماه تا دی‌ماه 1394 توزیع و تعداد 330 پرسشنامة قابل قبول جمع‌آوری شد. تجزیه‌وتحلیل داده‌ها با استفاده از تحلیل همبستگی و الگویابی معادلات ساختاری و با کمک نرم‌افزار AMOS18 انجام شد. نتایج پژوهش نشان داد بازاریابی خیرخواهانه بر جذابیت برند، احساسات اخلاقی، و قصد خرید مصرف‌کننده تأثیر مثبت و معنادار، اما، بر بدبینی مصرف‌کننده اثر معکوس و معنادار می‌گذارد. همچنین، احساسات اخلاقی و هویت مصرف‌کننده با شرکت نیز بر قصد خرید تأثیر مثبت و معنادار می‌گذارد. در نهایت بدبینی مصرف‌کننده بر قصد خرید محصول بازاریابی خیرخواهانه اثر معکوس می‌گذارد. | ||
| کلیدواژه‌ها | ||
| بازاریابی خیرخواهانه؛ تک‌ماکارون؛ قصد خرید؛ مدل‌یابی معادلات ساختاری | ||
| عنوان مقاله [English] | ||
| The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers | ||
| نویسندگان [English] | ||
| Hosein Khanifar1؛ Nima Soltani Nejad2؛ Ali Asghar Rashid3 | ||
| 1Professor, Faculty of Management & Accounting, College of Farabi , University of Tehran, Qom, Iran | ||
| 2Lecture at the University of Applied Science and Technology, Roshd Center of Art and Culture, Kerman, Iran | ||
| 3MSc. Student of Business Management, College of Farabi, University of Tehran, Qom, Iran | ||
| چکیده [English] | ||
| The aim of this study was to investigate the effect of cause-related marketing on Tak Makaron consumers’ intention to buy. To achieve this goal, the factors involved in this issue were identified through examining the previous studies in this arena. Factors such as cause-related marketing, brand attractiveness, consumer identification with the company, consumer pessimism, ethical feelings, and purchase intentions were then used to form the research model. The present study is applied in terms of purpose and is descriptive in terms of research method. The data collection instrument in this study was a questionnaire with 350 questionnaires, which was distributed among consumers of Tak Makaron product in Tehran between November and January 2015, out of which 330 acceptable questionnaires were collected. Data analysis was performed using correlation analysis and structural equation modeling with the help of AMOS18 software. The results show that cause-related marketing has a positive and significant effect on brand attractiveness, ethical feelings, and consumer purchase intention. However, it has a significant, negative effect on consumer pessimism. In addition, the consumer's moral feelings and his identification with the company have a positive and significant effect on the purchase intention. Finally, consumer pessimism has an opposite effect on the purchase intention and cause-related marketing. | ||
| کلیدواژه‌ها [English] | ||
| Cause-related marketing, Purchase intention, Structural equation modeling, Tak Makaron | ||
| مراجع | ||
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