بررسی تأثیر پشیمانی از برند بر قصد رفتاری به‌واسطه‌ی رضایت و نقش تعدیل‌گری هویت برند استفاده‌کنندگان در باشگاه‌های ورزشی درجه‌یک شهر مشهد

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد

2 کارشناس ارشد مدیریت بازرگانی بین‌الملل، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد

3 استادیار گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد

چکیده

 
با توجه به اینکه مشتریان برای دستیابی به اهداف هویتی خود از برندها به‌عنوان حامل معانی استفاده می­کنند، یکی از ابزارهای راهبردی که موجب آسیب‌پذیری کمتر سازمان در مقابل فعالیت­های رقابتی بازار و بروز پشیمانی می­شود، هویت­یابی مصرف­کننده با برند می­باشد. به همین منظور، این پژوهش به بررسی تأثیر پشیمانی از برند بر قصد رفتاری به‌واسطه­ی رضایت و نقش تعدیل­گری هویت برند استفاده­کنندگان می­پردازد. نمونه­ این مطالعه شامل 402 نفر از استفاده­کنندگان خدمات ورزشی باشگاه­های ورزشی درجه‌یک شهر مشهد است. این پژوهش از نظر هدف کاربردی و از حیث اجرا پیمایشی بوده و برای جمع­آوری داده­ها از پرسشنامه استفاده‌شده است. برای ارزیابی فرضیات از روش مدل­یابی معادلات ساختاری با نرم‌افزار آموس استفاده‌شده است نتایج نشان داد، پشیمانی از برند به‌صورت مستقیم و غیرمستقیم به‌واسطه­ی رضایت تأثیر منفی بر قصد رفتاری استفاده‌کنندگان دارد و همچنین هویت‌یابی استفاده­کنندگان با برند به‌عنوان تعدیل­گر تأثیر منفی پشیمانی از برند بر قصد رفتاری و رضایت را کاهش و اثر مثبت رضایت بر قصد رفتاری را افزایش می­دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad

نویسندگان [English]

  • fariborz rahimnia 1
  • tahmine sarvari 2
  • mojtaba poursalimi 3
1 Professor،Faculty of Administrative Sciences and Economics،Ferdowsi University of Mashhad.
2 Master of International Marketing Management, Faculty of Administrative Sciences and Economics, Ferdowsi University of Mashhad
3 Assistant Professor، Faculty of Administrative Sciences and Economics،Ferdowsi University of Mashhad
چکیده [English]

 
 As customers use brands as the carrier of meanings to achieve their identity goals, one of the strategic tools that causes the organizations to be less vulnerable to market competitive activities and emerging of regrets is consumer brand identification. So, this study examines the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad. In this study the sample size consists of 402 consumers of the best sports clubs in Mashhad. This research is practical in terms of objective and in terms of performance and data collection nature is quantitative survey with questionnaire. To test the hypotheses, structural equation modeling technique was used by AMOS software. The results indicates that regretting the brand was directly and indirectly has negative effect on the consumer behavioral intention via satisfaction, consumer brand identification as a moderator reduces the negative impact of regretting the brand on behavioral intention and satisfaction and strengthens the positive impact of satisfaction on behavioral intention.

 

کلیدواژه‌ها [English]

  • Brand
  • Behavioral Intention
  • Consumer Brand Identification
  • Regretting the Brand
  • Satisfaction

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