نقش دوگانه تجربه خرید مصرف‌کننده در قصد خرید مجدد محصولات بدلی و اصلی برندهای لوکس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی (بازاریابی) دانشگاه شهید بهشتی

2 دانشجوی دکتری مدیریت بازرگانی (بازاریابی) دانشگاه اصفهان. (نویسنده مسئول).

3 دانشیار دانشگاه علامه طباطبایی

چکیده

پژوهش حاضر با هدف بررسی موثرترین عوامل بر تجربه خرید محصولات بدلی و اصلی برندهای لوکس و نقشی که تجربه خرید مصرف‌کنندگان از هر یک از انواع بدلی و اصلی محصولات، در قصد خرید  مجدد آن‌ها دارد، صورت گرفته است. پژوهش حاضر از نوع توصیفی-پیمایشی است و جامعه آماری آن را دانشجویان دانشگاه علامه طباطبایی تشکیل می‌دهند. جهت تجزیه‌وتحلیل داده‌ها نیز از مدلسازی معادلات ساختاری (SEM)، تحلیل عاملی تأییدی (CFA)، تحلیل واریانس یک‌طرفه (ANOVA)، آزمون Tبا دو نمونه مستقل و آزمون فریدمن استفاده شده است. یافته‌ها نشان داد که متغیرهای «قیمت»، «ارزش» و «دسترسی» تأثیر معناداری بر «تجربه خرید محصولات بدلی»؛ و  «کیفیت» و «پرستیژ» تأثیر معنا­داری بر «تجربه خرید محصولات اصلی» داشتند. همچنین تجربه خرید مجدد محصولات بدلی، بر «قصد خرید مجدد محصولات بدلی» تأثیر مثبت و بر «قصد خرید محصولات اصلی» تأثیر منفی؛ و تجربه خرید محصولات اصلی، بر «قصد خرید مجدد محصولات اصلی» تأثیر مثبت و بر «قصد خرید مجدد محصولات بدلی» تأثیر منفی داشت. 

کلیدواژه‌ها

عنوان مقاله [English]

Exploring the Dual Role of Consumer Purchase Experience on Her/His Repurchase Intention of Counterfeit and Genuine Luxury Brands

نویسندگان [English]

  • Mehdi Jafarzadeh Kenari 1
  • Ghasem Bakhshandeh 2
  • Abdolhamid Ebrahimi 3
1 Ph.D. Student of Business Administration (Marketing) Shahid Beheshti University
2 Ph.D. Student of Business Administration (Marketing) University of Isfahan.
3 Associate professor at Allameh Tabatabaei University
چکیده [English]

This research is trying to identify the most effective factors affecting purchase experience of counterfeit and genuine products of luxury brands and explores the role of such experiences on consumers repurchase intent.  The research is a surveying-descriptive type and the statistical population of research consists of all students of Allameh Tabataba'i University. In order to analyze data, structural equation model (SEM), confirmative functional analysis (CFA), one way analysis of variance (ANOVA), T test with two independent samples and Feridman Test have been employed. Findings have shown that price, value and availability variables have significant effect on counterfeit products purchase experience; and quality and prestige have significant effect on original products purchase experience. Moreover, counterfeit products purchase experience has positive effect on counterfeit products repurchase intention and negative effect on genuine products repurchase intention; and genuine products purchase experience has negative effect on counterfeit products repurchase intention and positive effect on genuine products repurchase intention.  

کلیدواژه‌ها [English]

  • Counterfeit products
  • Genuine products
  • Luxury brand
  • Purchase experience
  • purchase Intention

مراجع

ابراهیمی، ع.ا، جعفرزاده کناری، م، و بزرگی ماکرانی، ص. (1391). بررسی عوامل مؤثر بر نگرش و قصد مصرف­کنندگان به خرید محصولات بدلی برندهای لوکس در صنعت پوشاک (مورد: شهر ساری). تحقیقات بازاریابی نوین. 2(3): 1-34.
دعایی، ح.ا، حسن­زاده، ژ.ف. (1389). مقایسه تطبیقی نگرش مشتریان به برندهای جهانی پوشاک (مورد مطالعه: مقایسه برندهای محلی ایران، کره و ژاپن). بررسی‌های بازرگانی. (42): 26-40. شماره 42.
Albers-Miller, N.D. (1999). Consumer misbehavior: Why people buy illicit goods. Journal of Consumer Marketing. 16(3): 273–87.
Ang, S. H., Cheng, P. S., Lim, A. C. & Tambyah, S. K.(2001).Spot the difference: Consumer responses towards counterfeits. Journal of Consumer Marketing.18 (3): 219–235.
Bamberg, S., Ajzen, I. & Schmidt, P. (2003). Choice of travel mode in the theory of planned behavior: The roles of past behavior, habit, and reasoned action. Basic and Applied Social Psychology. 25(3): 175–87.
Calder, B.J. & Bumkrant, R.E. (1997). Interpersonal influence on consumer behavior: an attribution theory approach. Journal of Consumer Research. 4: 29-38.
Chaudhry, P., Cordell, V. & Zimmerman, A. (2005). Modeling anti-counterfeiting strategies in response to protecting intellectual property rights in a global environment. Marketing Review. 5(1): 59-72.
Cordell, V.V., Wongtada, N. & Kieschnick, R.L. (1996). Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants. Journal of Business Research. 35: 41–53.
Furnham, A. & Valgeirsson, H. (2007). The effect of life values and materialism on buying counterfeit products. The Journal of Socio-Economics. 36: 677–585.
Gentry, J.W., Putrevu, S. & Shultz II, C.J. (2006). The effects of counterfeiting on consumer search. Journal of Consumer Behavior. 5(3): 245–256.
Gentry, J.W., Putrevu, S. & Shultz II, C. & Commuri, S. (2006). How now Ralph Lauren? The separation of brand and product in a counterfeit culture. Advances in Consumer Research. 28:258–65.
Grossman, G.M. & Shapiro, C. (1988). Foreign counterfeiting of status goods. Quarterly Journal of Economics.103:79-100.
Guo, X., Ling, K.C. & Liu, M. (2012). Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in China. Asian Social Science. 8(13).
Harvey. P.J. & Wallas, W.D. (2003). Laboratory markets in counterfeits goods: Hong Kong versus LasVegas. Applied Economics Letters. 10(14): 883–887.
Jarvenpaa, S., & Todd, P. (1996). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce. 1(2): 59-88.
Jenner, T. & Artun, E. (2005). Determinanten des erwerbs gefälschter markenprodukte - ergebnisse einer empirischen untersuchung. Der Market. 44(3/4):142–50.
Lai, K. & Zaichkowsky, J.L. (1999). Brand Imitation: Do the Chinese Have Different Views?  Asia Pacific Journal of Management. 16(2): 179-192.
Mason, R. (2001). Conspicuous consumption and the positional economy: Policy and prescription since 1970. Managerial and Decision Economics. 21:123–32.
Nia, A. & Zaichkowsky, J.L. (2000). Do counterfeits devalue the ownership of luxury brands? The Journal of Product and Brand Management. 9(7): 485–97.
Ouellette, J.A. & Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin. 124:54–74.
Penz, E. & Stöttinger, B. (2005). Forget the ‘real’ thing — Take the copy! an explanatory model for the volitional purchase of counterfeit products. Advances in Consumer Research. 32(1):568–75.
Phau, L., Teah, M. & Lee, A. (2009). Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers. Journal of Targeting, Measurement and Analysis for Marketing. 17: 3-15.
Prendergast, G., Chuen, L.H. & Phau, I. (2002). Understanding consumer demand for non-deceptive pirated brands. Marketing Intelligence and Planning. 20(7):405–16.
Reuters. (2007) Counterfeit goods are linked to terror groups. International Herald Tribune. Available http://www.iht.com/.
Schlegelmilch, B.B., Stöttinger, B. & Der Kauf, G. (2009). Markenprodukte: die lust auf das verbotene. Marketing ZFP. 22(3):196–208.
Shultz II, C.J. & Soporito, B. (1996). Protecting intellectual property strategies and recommendations to deter counterfeiting and brand piracy in global markets. Columbia Journal of World Business. 31: 8–28.
Snyder, C.R. & Fromkin, H.L. (1980). Uniqueness: the human pursuit of difference. New York: Plenum Press.
Tom, G., Garibaldi, B., Zeng, Y. & Pilcher, J. (1998). Consumer demand for counterfeit goods. Psychology and Marketing. 15(5): 405–421.
Triandewi, E. & Tjiptono, F. (2013). Consumer Intention to Buy Original Brands versus Counterfeits. International Journal of Marketing Studies. 5(2): 23-32.
Vida, I. (2007). Determinants of consumer willingness to purchase non-deceptive counterfeit products. Managing Global Transitions. 5(3): 253–270.
Vigneron, E. & Johnson, L.W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review. 1: 1–15.
Vigneron, F. & Johnson, L.W. (2004). Measuring perceptions of brand luxury. Measuring Perceptions of Brand Luxury. 11(6):484–506.
Wee, C.H., Tan, S.J. & Cheok, K.H. (1995). Non-price determinants of intention to purchase counterfeit goods. International Marketing Review. 12(6):19–46.
Wilcox, K., Kim, H.M. & Sen, S. (2009). Why do consumers buy counterfeit luxury brands? Journal of Marketing Research. 46:247–59.
Yoo, B. & Lee, S.H. (2009). Buy genuine luxury fashion products or counterfeits? Advances in Consumer Research. 36:280–6.
Yoo, B. & Lee, S-H. (2012). Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each. Journal of Business Research. 65: 1507–1515.
Zaichkowsky, J.L. (2006). The Psychology behind Trademark Infringement and Counterfeiting. Edition of Ilustrada, Editor: Rout ledge. 46-49.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار