طراحی و تبیین مدل تداوم خرید محصولات مشابه اصل در سطح سازمانی
محورهای موضوعی : مدیریت بازاریابی
محمد یونسی
1
,
فریز طاهری کیا
2
,
علیرضا روستا
3
,
سیاوش احمدی چهره برق
4
1 - دانشجوی دکتری مدیریت بازرگانی، واحد امارات متحده عربی، دانشگاه آزاد اسلامی، دبی
2 - استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران
3 - استادیار، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران
4 - استادیار، گروه ریاضی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: تداوم خرید, خرید سازمانی, صنعت محصولات صوتی و تصویری, محصولات مشابه اصل,
چکیده مقاله :
پژوهش حاضر به دنبال ارائه مدلی است که بتواند عوامل گوناگون مؤثر در تداوم خرید سازمانی محصولات صوتی و تصویری مشابه اصل را به خوبی نشان دهد. روش تحقیق حاضر از نوع کاربردی- توسعه‌ای و از حیث شیوه اجرا از نوع تحقیقات کمی است. ابزار جمع‌آوری داده پرسش‌نامه است. به همین منظور در ابتدا به منظور جمع‌آوری داده‌ها، پس از بررسی ادبیات و پیشینه تحقیقات انجام شده، نمونه آماری تحقیق را 386 نفر از خریداران سازمانی و تولیدکنندگان محصولات صوتی و تصویری مشابه اصل در داخل و خارج از کشور تشکیل می‌دهند. جهت تجزیه و تحلیل داده‌ها از حداقل مربعات جزئی (PLS) استفاده شد. تحلیل داده‌های تحقیق حاکی از نقش مؤثر دو گروه عوامل مرتبط با خریدار شامل عوامل مبتنی بر سازمان خرید؛ عوامل مبتنی بر محیط؛ واکنش خریدار؛ عوامل مرتبط با اعتبار توزیع‌کننده و عوامل مرتبط با اعتبار توزیع‌کننده شامل توانایی مدیریتی، توان بازاریابی و فروش، قدرت مالی توزیع‌کننده، پوشش بازار و خط محصول بر تداوم خرید محصولات مشابه اصل در سطح سازمانی است.
The present study examines and analyzes the key sensitivities effective factors in repeated patronage of Counterfeit products at the organizational level and seeks to provide a model that can improve the various conditions and factors affecting the process of repeated patronage of Counterfeit audio and video products. The method of the present research is applied-development type and in terms of implementation method is quantitative type. The data collection tool is a questionnaire. For this purpose, in order to collect data, after reviewing the literature and research background, the statistical sample of research consists of 386 corporate buyers and producers of counterfeit audio and video products in the country and abroad. Partial least squares (PLS) were applied to analyze the data. Analysis of data factors based on the and repeated patronage of counterfeit products at the organizational level. The findings of the research indicate the effective role of two groups of factors related to the buyer (including purchasing organization; Environmental factors; Buyer reaction and Factors related to distributor credit including variables of managerial ability, marketing and sales ability, distributor financial strength, market coverage and product line on the repeated patronage of purchasing Counterfeit products at the organizational level.
ابراهیمی، ح.، جعفرزاده، م. و بزرگی، ص. (1391). "بررسی عوامل مؤثر بر نگرش و قصد مصرف‌کنندگان به خرید محصولات جعلی برندهای لوکس"، فصلنامه علمی پژوهشی تحقیقات بازاریابی نوین، دوره 2، شماره 3، صص. 1-34.
اسماعیل‌پور، ح. (1399). "مبانی مدیریت بازاریابی"، انتشارات نگاه دانش، چاپ اول، تهران.
حسنقلی‌پور، ط.، صارمی، م. و اسماعیل‌پور، م. (2008). "طراحی الگویی برای تبیین رفتار خریداران سازمانی در خرید محصولات رایانه‌ای- سخت‌افزار"، فصلنامه دانش مدیریت (منتشر نمی‌شود)، دوره 21، شماره 3.
دانایی‌فرد، ح. (1384). "روش‌شناسی پژوهش کیفی در مدیریت"، انتشارات صفار، تهران.
Ang, S.H., Cheng, P.S., Lim, A.C. & Tambyah, S.K. (2001). “Spot the difference: Consumer responses towards counterfeits”, Journal of Consumer Marketing, Vol. 18(3), PP. 219-235.
Bakar, N.A., Rosol, N.S.W., Mohamad, R.N. & Hashim, N.H. (2021). “Counterfeit Fashion Goods Purchase Intention Among Muslim Millennial: What Counts-Religiosity, Ethical Concern or Attitude Towards Lawfulness?”, DOI:10.1007/978-981-33-4854-7_3, In book: Enhancing Halal Sustainability, (PP. 27-38).
Bryant, Z.A. (2021). “Brand Loyalty, Brand Trust, and Brand Image Influence on the Purchase of Counterfeit Goods”, (Doctoral dissertation, Capella University).
Chand, V.S. & Fei, C. (2021). “Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies”, Journal of Consumer Behaviour, Vol. 20(2), PP. 399-411.
Clarke, V. & Braun, V. (2006). “Using thematic analysis in psychology”, Qualitative Research in Psychology, Vol. 3(2), PP. 77-101.
Everhartz, J., Maiwald, K. & Wieseke, J. (2014). “Identifying and analyzing the customer situation: Drivers for purchasing Industrial Product Service Systems”, Procedia CIRP, Vol. 16, PP. 308-313.
Gentry, J.W., Putrevu, S. & Shultz II, C.J. (2006). “The effects of counterfeiting on consumer search”, Journal of Consumer Behavior, Vol. 5(3), PP. 245-256.
Habel, J., Jarotschkin, V., Schmitz, B., Eggert, A. & Plötner, O. (2020). “Industrial buying during the coronavirus pandemic: A cross-cultural study”, Industrial Marketing Management, Vol. 88, PP. 195-205.
Immonen, M., Hallikas, J. & Pynnönen, M. (2016). “Antecedents of system purchasing in B2B services”, Journal of Purchasing and Supply Management, Vol. 22(3), PP. 205-213.
Johnsen, T.E. (2018). “Purchasing and supply management in an industrial marketing perspective”, Industrial Marketing Management, Vol. 69, PP. 91-97.
Kalafatis, S.P. (2000). “Buyer-seller relationships along channels of distribution”, Industrial Marketing Management, Vol. 31(3), PP. 215-228.
Lai, K. & Zaichkowsky, J.L. (1999). “Brand Imitation: Do the Chinese Have Different Views?”, Asia Pacific Journal of Management, Vol. 16(2), PP. 179-192.
Lei, P.W. & Wu, Q. (2008). “Introduction to Structural Equation Modeling: Issues and Practical Considerations”, Educational Measurement: Issues and Practice, Vol. 26(3), PP. 33-43.
Merritt, N.J. & Newell, S.J. (2001). “The extent and formality of sales agency evaluations of principals”, Industrial Marketing Management, Vol. 30(1), PP. 37-49.
Mudambi, S. & Aggarwal, R. (2003). “Industrialdistributors: can they survive in the new economy?”, Industrial Marketing Management, Vol. 32(4), PP. 317-325.
Nia, A. & Zaichkowsky, J.L. (2000). “Do counterfeits devalue the ownership of luxury brands?”, The Journal of Product and Brand Management, Vol. 9(7), PP. 485-497.
Penz, E., Schlegelmilch, B.B. & Stöttinger, B. (2009). “Voluntary Purchase of Counterfeit Products: Empirical Evidence from Four Countries”, Journal of International Consumer Marketing, Vol. 21(1), PP. 67-84.
Phau, L., Teah, M. & Lee, A. (2009). “Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 17, PP. 3-15.
Roda, A., Raisa, J., Schwarza, J. & Čermákováa, K. (2015). “Economics of luxury: Counting probability of buying counterfeits of luxury goods”, Procedia Economics and Finance, Vol. 30, PP. 720-729.
Soon, J.M. & Manning, L. (2019). “Developing anti-counterfeiting measures: The role of smart packaging”, Food Research International, Vol. 123, PP. 135-143. doi: 10.1016/j.foodres.2019.04.049.
Strauss, A.L. & Corbin, J.M. (1998). “Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory”, London: Sage Publications, Inc.
Tom, G., Garibaldi, B., Zeng, Y. & Pilcher, J. (1998). “Consumerdemand for counterfeit goods”, Psychology and Marketing, Vol. 15(5), PP. 405-421.
Triandewi, E. & Tjiptono, F. (2013). “Consumer Intention to Buy Original Brands versus Counterfeits”, International Journal of Marketing Studies, Vol. 5(2), PP. 23-32.
Wang, Y., Lin, J. & Choi, T.M. (2020). “Gray market and counterfeiting in supply chains: A review of the operations literature and implications to luxury industries”, Transportation Research Part E: Logistics and Transportation Review, Vol. 133, 101823.
Zou, Z., Tseng, T.L., Sohn, H., Song, G. & Gutierrez, R. (2011). “A rough set-based approach to distributor selection in supply chain management”, Expert Systems with Applications, Vol. 38, PP. 106-115.
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ابراهیمی، ح.، جعفرزاده، م. و بزرگی، ص. (1391). "بررسی عوامل مؤثر بر نگرش و قصد مصرف‌کنندگان به خرید محصولات جعلی برندهای لوکس"، فصلنامه علمی پژوهشی تحقیقات بازاریابی نوین، دوره 2، شماره 3، صص. 1-34.
اسماعیل‌پور، ح. (1399). "مبانی مدیریت بازاریابی"، انتشارات نگاه دانش، چاپ اول، تهران.
حسنقلی‌پور، ط.، صارمی، م. و اسماعیل‌پور، م. (2008). "طراحی الگویی برای تبیین رفتار خریداران سازمانی در خرید محصولات رایانه‌ای- سخت‌افزار"، فصلنامه دانش مدیریت (منتشر نمی‌شود)، دوره 21، شماره 3.
دانایی‌فرد، ح. (1384). "روش‌شناسی پژوهش کیفی در مدیریت"، انتشارات صفار، تهران.
Ang, S.H., Cheng, P.S., Lim, A.C. & Tambyah, S.K. (2001). “Spot the difference: Consumer responses towards counterfeits”, Journal of Consumer Marketing, Vol. 18(3), PP. 219-235.
Bakar, N.A., Rosol, N.S.W., Mohamad, R.N. & Hashim, N.H. (2021). “Counterfeit Fashion Goods Purchase Intention Among Muslim Millennial: What Counts-Religiosity, Ethical Concern or Attitude Towards Lawfulness?”, DOI:10.1007/978-981-33-4854-7_3, In book: Enhancing Halal Sustainability, (PP. 27-38).
Bryant, Z.A. (2021). “Brand Loyalty, Brand Trust, and Brand Image Influence on the Purchase of Counterfeit Goods”, (Doctoral dissertation, Capella University).
Chand, V.S. & Fei, C. (2021). “Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies”, Journal of Consumer Behaviour, Vol. 20(2), PP. 399-411.
Clarke, V. & Braun, V. (2006). “Using thematic analysis in psychology”, Qualitative Research in Psychology, Vol. 3(2), PP. 77-101.
Everhartz, J., Maiwald, K. & Wieseke, J. (2014). “Identifying and analyzing the customer situation: Drivers for purchasing Industrial Product Service Systems”, Procedia CIRP, Vol. 16, PP. 308-313.
Gentry, J.W., Putrevu, S. & Shultz II, C.J. (2006). “The effects of counterfeiting on consumer search”, Journal of Consumer Behavior, Vol. 5(3), PP. 245-256.
Habel, J., Jarotschkin, V., Schmitz, B., Eggert, A. & Plötner, O. (2020). “Industrial buying during the coronavirus pandemic: A cross-cultural study”, Industrial Marketing Management, Vol. 88, PP. 195-205.
Immonen, M., Hallikas, J. & Pynnönen, M. (2016). “Antecedents of system purchasing in B2B services”, Journal of Purchasing and Supply Management, Vol. 22(3), PP. 205-213.
Johnsen, T.E. (2018). “Purchasing and supply management in an industrial marketing perspective”, Industrial Marketing Management, Vol. 69, PP. 91-97.
Kalafatis, S.P. (2000). “Buyer-seller relationships along channels of distribution”, Industrial Marketing Management, Vol. 31(3), PP. 215-228.
Lai, K. & Zaichkowsky, J.L. (1999). “Brand Imitation: Do the Chinese Have Different Views?”, Asia Pacific Journal of Management, Vol. 16(2), PP. 179-192.
Lei, P.W. & Wu, Q. (2008). “Introduction to Structural Equation Modeling: Issues and Practical Considerations”, Educational Measurement: Issues and Practice, Vol. 26(3), PP. 33-43.
Merritt, N.J. & Newell, S.J. (2001). “The extent and formality of sales agency evaluations of principals”, Industrial Marketing Management, Vol. 30(1), PP. 37-49.
Mudambi, S. & Aggarwal, R. (2003). “Industrialdistributors: can they survive in the new economy?”, Industrial Marketing Management, Vol. 32(4), PP. 317-325.
Nia, A. & Zaichkowsky, J.L. (2000). “Do counterfeits devalue the ownership of luxury brands?”, The Journal of Product and Brand Management, Vol. 9(7), PP. 485-497.
Penz, E., Schlegelmilch, B.B. & Stöttinger, B. (2009). “Voluntary Purchase of Counterfeit Products: Empirical Evidence from Four Countries”, Journal of International Consumer Marketing, Vol. 21(1), PP. 67-84.
Phau, L., Teah, M. & Lee, A. (2009). “Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers”, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 17, PP. 3-15.
Roda, A., Raisa, J., Schwarza, J. & Čermákováa, K. (2015). “Economics of luxury: Counting probability of buying counterfeits of luxury goods”, Procedia Economics and Finance, Vol. 30, PP. 720-729.
Soon, J.M. & Manning, L. (2019). “Developing anti-counterfeiting measures: The role of smart packaging”, Food Research International, Vol. 123, PP. 135-143. doi: 10.1016/j.foodres.2019.04.049.
Strauss, A.L. & Corbin, J.M. (1998). “Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory”, London: Sage Publications, Inc.
Tom, G., Garibaldi, B., Zeng, Y. & Pilcher, J. (1998). “Consumerdemand for counterfeit goods”, Psychology and Marketing, Vol. 15(5), PP. 405-421.
Triandewi, E. & Tjiptono, F. (2013). “Consumer Intention to Buy Original Brands versus Counterfeits”, International Journal of Marketing Studies, Vol. 5(2), PP. 23-32.
Wang, Y., Lin, J. & Choi, T.M. (2020). “Gray market and counterfeiting in supply chains: A review of the operations literature and implications to luxury industries”, Transportation Research Part E: Logistics and Transportation Review, Vol. 133, 101823.
Zou, Z., Tseng, T.L., Sohn, H., Song, G. & Gutierrez, R. (2011). “A rough set-based approach to distributor selection in supply chain management”, Expert Systems with Applications, Vol. 38, PP. 106-115.