بررسی تاثیر عوامل پیشایندی و پیامدی کشور خاستگاه تولید بر پذیرش مصرف کنندگان ایرانی از کالاهای چینی

نوع مقاله : مقاله های برگرفته از رساله و پایان نامه

نویسندگان

1 دانشجوی دکتری تخصصی، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

2 استادیار، گروه مدیریت بازرگانی، واحد اراک، دانشگاه آزاد اسلامی، اراک، ایران

3 استادیار، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران

چکیده

هدف از انجام پژوهش حاضر بررسی تاثیر عوامل پیشایندی و پیامدی کشور خاستگاه تولید بر پذیرش مصرف کنندگان ایرانی از کالاهای چینی می‌باشد. پژوهش حاضر با توجه به اهداف موجود، از نوع پژوهش‌های کاربردی و تکنیک استفاده شده برای گردآوری اطلاعات و داده‌ها پیمایشی است. جامعه آماری پژوهش شامل مصرف کنندگان (شهروندان 15 الی 65 ساله) و حجم نمونه پژوهش 384 نفر می باشد. به منظور گردآوری داده ها از روش نمونه‌گیری خوشه‌ای چندمرحله‌ای استفاده گردید. ابزار پژوهش پرسشنامه محقق ساخته و مشتمل بر 53 سوال در قالب طیف لیکرت می باشد. اعتبار یا روایی ابزار پژوهش، با استفاده از روش سی.اچ. لاوشه محاسبه گردید و به منظور سنجش پایایی ابزار پژوهش نیز از پیش آزمون و ضریب آلفای کرونباخ استفاده گردید. بر اساس نتایج رگرسیون چند متغیره تاثیر متغیرهای قیمت محصول، تبلیغات و برندینگ، نگرش ‌مصرف‌کننده ‌نسبت ‌به‌ خاستگاه تولید، تصویر برند، ویژگی محصول، درک مصرف کننده از محصولات و پایگاه اقتصادی اجتماعی بر پذیرش کالاهای چینی توسط مصرف کنندگان ایرانی معنی دار است. اما تاثیر متغیرهای نگرش به محصولات خارجی (ملی گرایی) با سطح معناداری (592/0) و عوامل اجتماعی و فرهنگی با سطح معناداری (389/0) بر پذیرش کالاهای چینی توسط مصرف کنندگان ایرانی معنی دار نمی باشد. با توجه به یافته‌های پژوهش می‌توان نتیجه گرفت که با وجود نگرش منفی نسبت به محصولات چینی در کشور، مصرف کنندگان در صورت وجود تصویر برند، ویژگی مطلوب کالا و قیمت مناسب کالاهای چینی را به راحتی می پذیرند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the effect of antecedent and consequential factors of the country of origin of production on the acceptance of Iranian consumers of Chinese goods

نویسندگان [English]

  • Maedeh Malekmohammadieraghi 1
  • Nadereh sadat Najafizadeh 2
  • Rasul Sanavi fard 3
1 PhD student, Department of Business Administration, Qom Branch, Islamic Azad University, Qom, Iran
2 Assistant Professor, Business Management Department, Arak Branch, Islamic Azad University, Arak, Iran
3 Assistant Professor, Business Management Department, Qom Branch, Islamic Azad University, Qom, Iran
چکیده [English]

The purpose of this study is to investigate the effect of antecedent and outcome factors of the country of origin of production on the acceptance of Iranian consumers of Chinese goods.The present study, according to the existing objectives, is an applied research and a technique used to collect information and survey data.The statistical population of the study includes consumers(citizens aged 15 to 65 years)and the sample size of the study is 384 people.In order to collect data, multi-stage cluster sampling method was used.The research tool is a researcher-made questionnaire and consists of 53 questions in the form of Likert scale.Validity or validity of research tools, using the CH method.The lavage was calculated and the Cronbach's alpha coefficient was used to measure the reliability of the research instrument.Based on the results of multivariate regression, the effect of product price variables, advertising and branding, consumer attitude towards production origin, brand image, product characteristics, consumer perception of products and socio-economic base on the acceptance of Chinese goods by Iranian consumers is significant.But the effect of attitudes toward foreign products(nationalism)with a significant level (0.592)and social and cultural factors with a significant level (0.389)on the acceptance of Chinese goods by Iranian consumers is not significant.According to the research findings, it can be concluded that despite the negative attitude towards Chinese products in the country, consumers easily accept the desired characteristics of goods and reasonable prices of Chinese goods if there is a brand image.


کلیدواژه‌ها [English]

  • antecedent factors
  • consequential factors
  • origin of production
  • consumer acceptance
  • Chinese goods
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