بررسی اثر برانگیزاننده‌ها‌ی خرید خیرخواهانه بر نگرش مشتریان به برندهای خیرخواه و قصد خرید آن

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت سیستم ،دانشکده اقتصاد،مدیریت وعلوم اجتماعی ،دانشگاه شیراز

2 دانشیارگروه مدیریت ،دانشکده اقتصاد ،مدیریت،علوم اجتماعی ،دانشگاه شیراز

3 کارشناسی ارشد مدیریت بازرگانی ،دانشکده علوم اداری واقتصاد،دانشگاه فردوسی

چکیده

 
فضای کسب‌و‌کار امروز، مسئولیت‌پذیری اجتماعی را از برندها طلب می‌کند. برندهای خیرخواه برآمده از این تفکر هستند. آن‌ها‌ می‌کوشند ضمن پاسخ‌گویی به خواسته‌ها‌ی ذینفعان و ایفای نقشی موثر نسبت به بخش‌ها‌ی آسیب‌خورده اجتماع، نگرش آن‌ها‌ را به سمت خرید بیش‌تر سوق دهند. بر این اساس، هدف از این مقاله بررسی اثر آن دسته از برانگیزاننده‌ها‌ی خرید خیرخواهانه است که بر نگرش و قصد خرید برندهای خیرخواه از جانب مشتریان موثر می‌باشد. با توجه به این هدف، پژوهش حاضر با رویکردی توصیفی/پیمایشی و با کمک پرسشنامه‌ای پژوهشگرساخته که روایی (سازه و محتوایی) و پایایی (کرونباخ 5/83% و دو نیم کردن 77%) آن به اثبات رسیده است، روابط میان متغیرهای پژوهش را بررسی می‌نماید. نتایج نشان می‌دهد که برانگیزاننده‌ها‌ در کل با تاثیرگذاری بر نگرش مشتری به برندخیرخواه، بر قصد خرید برندهای خیرخواه از جانب مشتریان موثرند. با این همه از میان برانگیزاننده‌ها‌ی سه‌گانه شامل درونی، اجتماعی و شرکتی، تنها برانگیزاننده‌ی شرکتی بوده است که توانسته است با تاثیر‌گذاری بر نگرش مشتری به برند خیرخواه، بر قصد خرید مشتریان نسبت به این‌گونه برندها موثر باشد. از سوی دیگر، تنها تناسب اقدامات خیرخواهانه توانسته است رابطه میان نگرش به برند خیرخواه و قصد خرید آن را تعدیل نماید

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effects of Cause-Related Buying Motives on Customer Attitude and Purchase Intention

نویسندگان [English]

  • Seyyed Moslem Alavi 1
  • Abolghasem Ebrahimi 2
  • Mahdi Najafi Siahroudi 3
1 Ph.D. student of system management, Faculty of Economics, Management and Social Sciences, Shiraz University
2 Associate Professor of Management, Faculty of Economics, Management, Social Sciences, Shiraz University
3 Master of Business Administration, Faculty of Administrative Sciences and Management, Ferdowsi University
چکیده [English]

 
Abstract: Today business climate requires brands to be socially responsible. Cause-related brands have risen from this thinking. They attempt to respond to stakeholders’ expectations and contribute to injured parts of society, meanwhile try to direct customer's attitude towards buying more. In this regard, the main purpose of the research is to study some motives of cause-related buying which affect customer attitude and purchase intention towards cause-related brands. This descriptive/ survey research examines the relationships among research variables by employing a researcher-made questionnaire, whose validity (construct and content)and reliability(Cronbach: 83/5% and split half: 77%) have been verified. Results show that motives can affect attitude towards cause-related brands and subsequently may influence purchase intention. However, among three motives, just company-based motives have influenced attitude and purchase intention of cause-related brands. On the other hand, cause-related fit was the only factor that could moderate the relation between cause-related brand attitude and its purchasing 

کلیدواژه‌ها [English]

  • Cause-related brand
  • Cause-related buying motives
  • Brand attitude
  • Brand purchase intention
 

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