نقش خودشیفتگی و خودپنداره مصرف‌کنندگان در قصد خرید برند لوکس بواسطه ارزش درک‌شده
الموضوعات :کامبیز بهزادنژاد 1 , کامبیز حیدرزاده هنزائی 2 , مهدی نعیمی نظام آباد 3
1 - دانشجوي دكتري، گروه مديريت، واحد علی آباد کتول، دانشگاه آزاد اسلامي، علی‌آباد کتول، ایران
2 - دانشيار، گروه مدیریت بازرگانی، واحد علوم و تحقيقات، دانشگاه آزاد اسلامی، تهران، ایران
3 - استادیار، گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران
الکلمات المفتاحية: خودشیفتگی مصرف‌کننده, خودپنداره مصرف‌کننده, ارزش درک شده برند, قصد خرید مصرف‌کننده, برند لوکس ,
ملخص المقالة :
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.
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