بررسی تاثیر پشیمانی از برند بر قصد رفتاری به واسطه ی رضایت و نقش تعدیل گری هویت برند استفاده کنندگان در باشگاه های ورزشی درجه یک شهر مشهد

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشگاه فردوسی مشهد

2 کارشناس ارشد مدیریت بازرگانی بین الملل، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

3 استادیار دانشگاه فردوسی مشهد/ایران/مشهد

10.22051/bmr.2020.25580.1744

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 ferdowsi
2 1. Master of International Marketing Management, Faculty of Administrative Sciences and Economics, Ferdowsi University of Mashhad, Mashhad, Iran
3 Assistant Professor of Ferdowsi University of Mashhad / Iran / 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 intentionand 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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