نقش جنسیت برند بر شکل‌گیری رفتار شوق محور مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی دانشگاه خوارزمی، ایران، تهران

2 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران

3 دانش آموخته کارشناسی ارشد رشته مدیریت بازرگانی گرایش بازرگانی بین الملل دانشگاه خوارزمی ایران ، تهران

10.22051/bmr.2022.36471.2162

چکیده

جنسیت برند عامل مهمی از ساختار دموگرافیک برند است که پیامدهای مختلف آن مورد بررسی قرار گرفته است. با توجه به نقش جنسیت  در تقویت خودپنداره  و شکل گیری رفتارها، در تحقیق حاضر  به مطالعه رابطه بین جنسیت برند و رفتار شوق محور که رفتاری مهم در شکل گیری ارزش ویژه برند است، پرداخته شده است. از این رو هدف این پژوهش درک عمیق رابطه بین جنسیت برند و رفتار شوق محور با تجزیه‌وتحلیل نقش واسطه­گر درگیری مصرف­کننده و عشق به برند در فضای اینستاگرام می‌باشد.روش این پژوهش از نظر هدف کاربردی و از نظر روش توصیفی پیمایشی است.جامعه آماری پژوهش کاربران اینستاگرام برندهای سارک، سله بن، هاکوپیان و ال سی من هستند.حجم نمونه مبتنی بر فرمول کلاین محاسبه شده است. تعداد 174 پرسشنامه برای برندهای مردانه و 154 پرسشنامه برای برندهای زنانه گردآوری شد و مبتنی بر معادلات ساختاری مورد تجزیه‌وتحلیل قرار گرفت. یافته‌ها نشان داد که ویژگی مردانه و ویژگی زنانه برند به طور مستقیم بر رفتار شوق محور تأثیر مثبت و معناداری ندارد. آمیختگی مصرف‌کننده و عشق به برند تحت تأثیر ویژگی مردانه و زنانه قرار دارند اما شدت اثر ویژگی مردانه برند بر آمیختگی مصرف‌کننده و عشق به برند نسبت به ویژگی زنانه برند بیشتر است همچنین جنسیت برند به طور غیر مستقیم با تأثیر بر درگیری مصرف‌کننده و عشق برند بر رفتار شوق محور تأثیرگذار است.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Brand Gender on the Formation of consumer's Passion-driven Behavior

نویسندگان [English]

  • Soheila khoddami 1
  • Hossein Norouzi 2
  • Fatemeh aghamolaei 3
1 Associate Professor of Business Management Department in faculty of management, Kharazmi university,Iran.
2 Assistant Professor, Business Management Dep., Kharazmi University, Tehran, Iran
3 Master of Business Management , Kharazmi university
چکیده [English]

 Brand gender is an important factor in the demographic structure of the brand that the various consequences of which have been studied. Considering the role of gender in strengthening self-concept and the formation of behaviors, the present research has studied the relationship between brand gender and passion-driven behavior which is an important behavior in the formation of brand equity. Therefore, the purpose of this study is to deeply understand the relationship between brand gender and passion-driven behavior with the analysis of the mediating role of consumer engagement and brand love in Instagram. The method of this research is applied in terms of purpose and descriptive survey method. The statistical population of the research is Instagram users of SAARC, SLEBEN, HAKOPIAN and LCM brands. The sample size is calculated based on Klein formula. 174 questionnaires for men and 154 questionnaires for women were collected and analyzed based on structural equations. Findings showed that the masculine and feminine characteristics of the brand do not have a positive and significant effect on passion-driven behavior. Consumer engagement and brand love are influenced by masculine and feminine characteristics, but the intensity of the effect of masculine brand identity on consumer engagement and brand love is greater than female one. Brand gender also indirectly affects passion-driven behavior of women and men by influencing consumer engagement and brand love.

کلیدواژه‌ها [English]

  • brand gender
  • Brand Love
  • Brand Engagement
  • passion-driven behavior
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