نقش خودشیفتگی و خودپنداره مصرف‌کنندگان در قصد خرید برند لوکس بواسطه ارزش درک‌شده
محورهای موضوعی : مدیریتکامبیز بهزادنژاد 1 , کامبیز حیدرزاده هنزائی 2 * , مهدی نعیمی نظام آباد 3
1 - دانشجوي دكتري، گروه مديريت بازرگاني، واحد علی آباد کتول، دانشگاه آزاد اسلامي، گلستان، ایران
2 - دانشيار، گروه مدیریت بازرگانی، واحد علوم و تحقيقات، دانشگاه آزاد اسلامی، تهران، ایران
3 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران
کلید واژه: خودشیفتگی مصرف‌کننده, خودپنداره مصرف‌کننده, ارزش درک شده برند, قصد خرید مصرف‌کننده, برند لوکس ,
چکیده مقاله :
قصد خرید برای محصولات لوکس در سال‌های اخیر مورد توجه قرار گرفته است. عوامل روانشناختی نقش مهمی در شکل دادن به رفتار مصرف‌کننده دارند. درک این عوامل می‌تواند به کسب و کارها کمک کند تا به طور موثر بر انتخاب مشتریان خود تأثیر بگذارند. هدف اصلی این مطالعه بررسی تأثیر خودشیفتگی مصرف‌کنندگان بر قصد خرید برند لوکس به واسطه ارزش درک شده برند با تعدیل گری خودپنداره مصرف‌کنندگان در جامعه آماری دانشجویان است. پژوهش با طرح آزمایشی و چهار سناریو انجام گرفته و داده‌ها از 240 نمونه آماری از طریق پرسشنامه مبتنی بر سناریو جمع‌آوری شده است. پرسشنامه پژوهش از پیشینه اقتباس شده و اعتبار همسانی درونی با آلفای کرونباخ و روایی همگرا با شاخص میانگین واریانس استخراج شده پشتیبانی شده است. چارچوب این مطالعه با استفاده از مدل هشتم رگرسیون فرایندی تایید شده است. یافته‌ها نشان داده است که خودشیفتگی آشکار در مقایسه با خودشیفتگی پنهان تاثیر شدیدتری بر ارزش درک شده برند و قصد خرید برند لوکس دارد. خودپنداره فردی در مقایسه با خوپنداره جمعی به صورت شدیدتر تاثیر خودشیفتگی را بر ارزش درک شده برند و قصد خرید برند لوکس تعدیل می‌کند. در نهایت ارزش درک شده برند بر قصد خرید برند لوکس تاثیر مثبت و معناداری دارد. این پژوهش به درک عوامل روانشناختی هدایت کننده انتخاب‌های مصرف‌کنندگان لوکس کمک کرده و بینش‌های ارزشمندی برای توسعه استراتژی‌های بازاریابی مؤثر فراهم می‌کند.
The intention to buy luxury products has been noticed in recent years. Psychological factors play an important role in shaping consumer behavior. Understanding these factors can help businesses effectively influence their customers' choices. The main purpose of this study is to investigate the impact of consumers' narcissism on the intention to buy from a luxury brand through the perceived value of the brand by moderating role of the self-concept of consumers in the statistical population of college students. The research was conducted with an experimental design and four scenarios, and data was collected from 240 statistical samples through a scenario-based questionnaire. The research questionnaire was adapted from review of literature and internal consistency validity was supported by Cronbach's alpha and convergent validity was supported by the average variance extracted index. The framework of this study has been confirmed by using the eighth model of regression. Findings have shown that overt narcissism in contrast to hidden narcissism has a stronger impact on perceived brand value and purchase intention from luxury brands. Compared to collective self-concept, individual self-concept more strongly moderates the effect of narcissism on perceived value of brand and purchase intention from luxury brand. Finally, the perceived value of the brand has a positive and significant effect on the intention to purchase the luxury brand. This research contributes to perceive the psychological factors driving the choices of consumers of luxurious brands and provides valuable insights for the development of effective marketing strategies.
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