تأثیر خودپنداره فردی (جمع‌گرا در برابر فردگرا) و حس نوستالژی بر نگرش و قصد توصیه و خرید مصرف‌کنندگان محصولات مواد غذایی
محورهای موضوعی : مدیریت بازاریابیمریم مجنونیان نوش آبادی 1 , حمید سعیدی 2 , شهرزاد چیت ساز 3
1 - کارشناسی‌ارشد مدیریت اجرایی، واحد یادگار امام خمینی (ره) شهر ری، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد یادگار امام خمینی (ره) شهر ری، دانشگاه آزاد اسلامی، تهران، ایران
3 - استادیار، گروه مدیریت بازرگانی، واحد یادگار امام خمینی (ره) شهر ری، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: خودپنداره فردی, خودپنداره جمعی, حس‌نوستالژی, قصد توصیه, علی-آزمایشی, طرح عاملی, نگرش, قصد خرید,
چکیده مقاله :
هدف پژوهش: هدف از این مطالعه بررسی تاثیر خودپنداره فردی (جمع‌گرا در برابر فردگرا) و حس نوستالژی بر نگرش و قصد توصیه و خرید مصرف‌کنندگان محصولات مواد غذایی است. روش پژوهش: پژوهش حاضر از نوع کاربردی است و به این خاطر که به بررسی و تحلیل وضع موجود پرداخته شد، روش بکار گرفته شده در این پژوهش علیآزمایشی و طرح عاملی می‌باشد. این پژوهش شامل هشت متغییر است که دو متغییر آن به دو حالت درنظر گرفته شده است. جامعه آماری در این پژوهش شامل مصرف‌کنندگانی است که تجربه مصرف محصولات پاک را دارند. تعداد نمونه برای آزمایش یک ۱۵۷ نفر و برای آزمایش دو ۱۳۲ نفر درنظر گرفته شد. جهت گردآوری اطلاعات و داده های مورد نیاز به منظور بررسی فرضیه های پژوهش از پرسشنامه استفاده شد. در آمار استنباطی برای بررسی فرضیات از آزمون Anova و تی‌استیودنت استفاده شد. نتایج پژوهش: بر اساس نتایج به دست آمده تمام فرضیه ها دارای نتیجه عدم‌رد بودند. محدودیت‌های پژوهش: مطالعات و پژوهش های اندک که بتوان پژوهش را با آنها مقایسه نمود، از مهمترین محدودیت های پژوهش است. کاربردهای مدیریتی پژوهش: پیشنهاد می‌شود بازاریابان دو فاکتور نوستالژی و خودپنداره را برای فروش محصولات خود داشته باشند و همواره علاوه بر سلامتی فرد، سلامتی و خوشحالی دیگران ازجمله خانواده‌هایشان برایشان با اهمیت جلوه داده شود. نوآوری پژوهش: این پژوهش به روش علی- آزمایشی صورت گرفته است که کمتر به آن پرداخته شده و در ایران برای اولین بار به انجام رسیده است.
Objectives: The purpose of this study was to investigate the effect of individual self-concept (collective versus individualist) and nostalgia on the attitude and intention of recommending and buying consumers of food products. Method: The present study is an applied research method. Due to the fact that the present situation is analyzed, the method used in this research is an experimental research and a factor design. This research consists of eight variables, two of which are considered as two variables. The statistical population in this study includes consumers who have experience in consuming clean products. A sample of 157 people was tested and two 132 were tested. A questionnaire was used to collect the information and data needed to examine the research hypotheses. Anova and Tiayyodent tests were used for inferential statistics to examine the hypotheses. Results: Based on the results, all hypotheses were non-evaluative. Limit: The few studies and studies that can be compared with the research are among the most important limitations of the research. Managerial outcomes: It is suggested that marketers have two factors of nostalgia and self-concept for selling their products, and in addition to their health, the health and happiness of others, including their families, will be important to them. Innovation: This research has been conducted in a pilot-based approach that has been dealt with less and has been done in Iran for the first time.
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Hwang, J. (2013). “The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: The moderating role of hiatus”, International Journal of Hospitality Management, 33, PP. 250-262.
Hwang, J. & Hyun, S.S. (2013). “The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: The moderating role of hiatus”, International Journal of Hospitality Management, 33, 250-262.
Nam, j. (2015). “Nostalgia’s fulfillment of agentic and communal needs: How different types of self-concepts shape consumer attitudes toward nostalgia”, Journal of Consumer Behaviour, J. Consumer Behav.
Nisar, T.M. & Caroline, W. (2016). “Brand interactions and social media: Enhancing user loyalty through social networking sites”, Computers in Human Behavior 62, PP. 743-753.
Pérez-Álvarez, M. (2013). “Positive Psychology and its Friends: Revealed”, Papeles del Psicólogo 34, PP. 208-226.
Plotkina, D. & Andreas, M. (2016). “Delight the experts, but never dissatisfy your customers! A multi-category study on the effects of online review source on intention to buy a new product”, Journal of Retailing and Consumer Services 29, PP 1-11.
Pollini, G. (2000). “Social Belonging”, Second Edition, E.F. Borgatta, R.J. Montgomery Encyclopedia of Sociology.
Razmus, w. (2017). “Personal aspirations and brand engagement in self-concept”, Personality and Individual Differences, 105, PP. 294-299.
Razmus, W., Jaroszyńska, M. & Palęga, M. (2017). “Personal aspirations and brand engagement in self-concept”, Personality and Individual Differences, 105, PP. 294-299.
Sanders, J. & Robyn, M. (2016). “Fostering a sense of belonging at school–five orientations to practice that assist vulnerable youth to create a positive student identity”, School Psychology International 37.2 (2016), PP. 155-171.
Stebleton, M.J., Krista, M.S. & Ronald, L.H. (2014). “First‐Generation Students' Sense of Belonging", Mental Health, and Use of Counseling Services at Public Research Universities” Journal of College Counseling 17.1:PP. 6-20.
Wang, M.Y., Li, W.C., Chou, M.J. & Huang, C.J. (2014). “Nostalgia, perceived value, satisfaction, and loyalty of cruise travel”. International Journal of Organizational Innovation (Online), 6, 184.
Wondimu, a. (2012). “Reciprocal relationships between math self-concept and math anxiety”, Learning and Individual Differences. 22, 3, PP.385-389.
Yang, W. & Anna, S.M. (2017). “The Impact of Status Seeking on Consumers’ Word of Mouth and Product Preference-A Comparison between Luxury Hospitality Services and Luxury Goods”, Journal of Hospitality & Tourism Research 41, PP. 3-22.
Yoo, J. & Todd, J.A. (2016). “Frontline Employee Customer-Oriented Attitude in the Presence of Job Demands and Resources: The Influence Upon Deep and Surface Acting”, Journal of Service Research.19, PP. 102-117.
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Hoeve, Y.T., Gerard, J. & Petrie, R. (2014). “The nursing profession: public image, self‐concept and professional identity. A discussion paper”, Journal of advanced nursing, 70, PP. 295-309.
Hwang, J. (2013). “The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: The moderating role of hiatus”, International Journal of Hospitality Management, 33, PP. 250-262.
Hwang, J. & Hyun, S.S. (2013). “The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: The moderating role of hiatus”, International Journal of Hospitality Management, 33, 250-262.
Nam, j. (2015). “Nostalgia’s fulfillment of agentic and communal needs: How different types of self-concepts shape consumer attitudes toward nostalgia”, Journal of Consumer Behaviour, J. Consumer Behav.
Nisar, T.M. & Caroline, W. (2016). “Brand interactions and social media: Enhancing user loyalty through social networking sites”, Computers in Human Behavior 62, PP. 743-753.
Pérez-Álvarez, M. (2013). “Positive Psychology and its Friends: Revealed”, Papeles del Psicólogo 34, PP. 208-226.
Plotkina, D. & Andreas, M. (2016). “Delight the experts, but never dissatisfy your customers! A multi-category study on the effects of online review source on intention to buy a new product”, Journal of Retailing and Consumer Services 29, PP 1-11.
Pollini, G. (2000). “Social Belonging”, Second Edition, E.F. Borgatta, R.J. Montgomery Encyclopedia of Sociology.
Razmus, w. (2017). “Personal aspirations and brand engagement in self-concept”, Personality and Individual Differences, 105, PP. 294-299.
Razmus, W., Jaroszyńska, M. & Palęga, M. (2017). “Personal aspirations and brand engagement in self-concept”, Personality and Individual Differences, 105, PP. 294-299.
Sanders, J. & Robyn, M. (2016). “Fostering a sense of belonging at school–five orientations to practice that assist vulnerable youth to create a positive student identity”, School Psychology International 37.2 (2016), PP. 155-171.
Stebleton, M.J., Krista, M.S. & Ronald, L.H. (2014). “First‐Generation Students' Sense of Belonging", Mental Health, and Use of Counseling Services at Public Research Universities” Journal of College Counseling 17.1:PP. 6-20.
Wang, M.Y., Li, W.C., Chou, M.J. & Huang, C.J. (2014). “Nostalgia, perceived value, satisfaction, and loyalty of cruise travel”. International Journal of Organizational Innovation (Online), 6, 184.
Wondimu, a. (2012). “Reciprocal relationships between math self-concept and math anxiety”, Learning and Individual Differences. 22, 3, PP.385-389.
Yang, W. & Anna, S.M. (2017). “The Impact of Status Seeking on Consumers’ Word of Mouth and Product Preference-A Comparison between Luxury Hospitality Services and Luxury Goods”, Journal of Hospitality & Tourism Research 41, PP. 3-22.
Yoo, J. & Todd, J.A. (2016). “Frontline Employee Customer-Oriented Attitude in the Presence of Job Demands and Resources: The Influence Upon Deep and Surface Acting”, Journal of Service Research.19, PP. 102-117.