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
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