طراحی و تبیین مدل رفتار مصرف‌کنندگان کالاهای تقلبی (محصولات موردمطالعه: کفش ورزشی، عطر و ادکلن، عینک آفتابی و قطعات یدکی خودرو)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشگاه شهید بهشتی

2 عضو هیئت علمی دانشگاه شهید بهشتی

10.22051/bmr.2020.27222.1799

چکیده

با توجه به این‌که قوانین و مقررات محکم و مدونی در زمینه مبارزه با تولید و عرضه محصولات تقلبی وجود ندارد، تقریباً می‌توان ادعا کرد که جلوگیری و مبارزه با تولید و عرضه محصولات تقلبی در ایران کاری بسیار دشوار است. تنها راهی که برای مبارزه با محصولات تقلبی باقی می­ماند، جلوگیری از مصرف محصولات تقلبی توسط مشتریان این محصولات است. بر این اساس در مطالعه حاضر به شناسایی عوامل مؤثر بر رفتار خرید محصولات تقلبی پرداخته می­شود. روش پژوهش حاضر از نوع توسعه­ای است. در پژوهش از روش کیفی جهت توسعه مدل مفهومی استفاده شد. نمونه آماری پژوهش را 15 نفر از مصرف­کنندگان پرمصرف چهار گروه کالاهای تقلبی تشکیل می­دهند. جهت تجزیه‌وتحلیل داده‌ها نیز از تحلیل تم و مدل‌سازی ساختاری تفسیری (ISM) استفاده شد. یافته­های پژوهش منتج به ارائه مدل مفهومی پژوهش شد. در مدل مفهومی متغیرهای ویژگی­های فردی، ویژگی­های مبتنی بر محصول، ویژگی­های فرهنگی و اجتماعی و شرایط و حالات خرید به‌عنوان متغیرهای پیش­بین، متغیر­های نگرش و تمایل به خرید محصول تقلبی به‌عنوان متغیر میانجی، متغیر تداوم خرید محصول تقلبی به‌عنوان متغیر وابسته و متغیر ادراک نسبت به کالای تقلبی نقش متغیر تعدیل گر را ایفا می­کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing and explaining the behavior model of counterfeit goods consumers (Products studied: sports shoes, perfume, sunglasses and auto spare parts)

نویسندگان [English]

  • bahman hajipour 1
  • gholamhosain khorshidi 2
  • mehdi jafarzadeh kenari 1
1 shahid beheshti university
2 shahid beheshti university
چکیده [English]

 
 As there are no strong laws and regulations in the fight against the production and supply of counterfeit products in Iran, it can almost be concluded that the prevention and the fight against the production and supply of these products is very difficult or even impossible in Iran. The only way to fight against the counterfeit products is to prevent counterfeit products from being consumed by customers who are consciously or unconcsciously buying these products. Accordingly, in this study, the factors affecting the purchase behavior of counterfeit products are identified. The method of this research is developmental. In this research, a qualitative method is used to develop a conceptual model. The statistical sample of the study consisted of 15 consumers of four groups of counterfeit goods. Theme analysis and interpretive structural modeling (ISM) are used to analyze the data. The findings resulted in providing the conceptual model of the research. In the conceptual model, the variables of individual characteristics, product-specific characteristics, cultural and social characteristics, and purchasing situations and conditions are identified as predictive variables; attitudes and tendency to purchase counterfeit products as intermediary variables; the purchase continuation of a counterfeit product as a dependent variable and the counterfeit products perception as a moderator variable.

کلیدواژه‌ها [English]

  • Counterfeit Product
  • Genuine products
  • perception
  • attitude
  • Purchase continuation of a counterfeit product
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