طراحی مدل ارزیابی عوامل مؤثر بر رفتار نوستالژیک با رویکرد شاخص‌های فرهنگی هافستد و عوامل اجتماعی، میراث و نگرش برند (مطالعه موردی: بازارهای نوستالژیک شهر تهران)
محورهای موضوعی : مدیریت بازاریابی
ثریا فتح اللهی
1
(دانشجوی دکتری مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران)
الهام فریدچهر
2
(استادیار، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران)
نادر غریب نواز
3
(استادیار، گروه مدیریت بازرگانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران)
,وحیدرضا میرابی
4
(دانشیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: شاخص‌های فرهنگی هافستد, نگرش برند, میراث برند, رفتار نوستالژیک مصرف‌کننده, رفتارخرید,
چکیده مقاله :
از آنجایی که رفتار نوستالژیک مصرف‌کننده می‌تواند موجب شناخت و درک صحیح رفتار مصرف‌کننده و برآورده کردن نیازها و خواسته‌های آنان به بهترین شیوه ممکن شود، لذا در این پژوهش ابتدا به بررسی و شناسایی شاخص‌های فرهنگی هافستد و عوامل اجتماعی پرداخته شده و برای آنها مؤلفه‌های زیر در نظر گرفته شده است: شاخص‌های فرهنگی هافستد که شامل مادی‌گرایی، فردگرایی، جمع‌گرایی، مردمداری در برابر زن‌مداری، فاصله قدرت، اجتناب از عدم اطمینان و مؤلفه‌های اجتماعی شامل ساختار خانواده، گروه‌های مرجع می‌باشد و تأثیر این مؤلفه‌ها بر روی رفتار نوستالژیک بررسی می‌شود. سپس تأثیر رفتار نوستالژیک بر روی میراث برند، نگرش برند بررسی می‌شود. در مرحله بعد تأثیر رفتار نوستالژیک، میراث برند و نگرش برند بر روی نیت خرید بررسی شده و در نهایت تأثیر نیت خرید بر روی خرید واقعی سنجیده می‌شود. روش‌شناسی این پژوهش در دو مرحله انجام شده است: در مرحله اول با استفاده از روش تحلیل عامل اکتشافی تجزیه و تحلیل انجام شده و در مرحله دوم با استفاده از معادلات ساختاری، مدل‌یابی انجام شد. یافته‌ها و نتایج حاصل از این پژوهش بیانگر این است که از بین شاخص‌های فرهنگی هافستد و عوامل اجتماعی، مؤلفه‌های فاصله قدرت، فردگرایی و گروه‌های مرجع بر روی رفتار نوستالژیک تأثیر معناداری دارند ولی مؤلفه‌های مادی‌گرایی، جمع‌گرایی، اجتناب از عدم اطمینان، مردمداری در برابر زن‌مداری و ساختار خانواده بر روی رفتارهای نوستالزیک تأثیر معناداری ندارند. همچنین رفتار نوستالژیک و نگرش بر روی نیت خرید تأثیر معناداری دارند ولی میراث برند بر روی نیت خرید تأثیر معناداری ندارند و در نهایت نیت خرید بر رفتارخرید واقعی تأثیر معناداری دارد.
Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behavior on consumer behavior has critical role in actual purchase. In the present study, we first examined and identified the hofsted index and social factors and considered the following components for each: cultural and social factors included; (hofsted index) materialism, individualism, collectivism, masculinity, power distance, uncertainly avoidance and family structure, reference groups. Then, the effect of these factors on nostalgic behaviors examined. Later on, the effect of nostalgic behavior on brand heritage, brand attitudes investigated. Then the effect of nostalgic behavior, brand heritage, brand attitudes on purchase intention (PI) were investigated and finally, the effect of PI on actual purchases measured. The methodology of had two stages: stage one was examined using exploratory factor analysis (EFA) and the second stage using structural equations (SE). The analytical results showed power distance, individualism, reference groups are significantly related Nostalgia behavior but materialism, collectivism, uncertainly avoidance, masculinity, family structure is not significantly related nostalgia behaviors. Nostalgia behavior, brand attitudes affect purchase intention, but brand heritage is not significantly related purchase intentions. Finally purchase intentions are significantly related purchase behavior.
هاوکینز، دل. (1385). "رفتار مصرف‌کننده"، احمدروستا، عطیه بطحایی، انتشارات سارگل، تهران، اول، اول، 5362.
سولومون، مایکل آر. (1392). "رفتار مصرف‌کننده"، کامبیز حیدرزاده، انتشارات بازاریابی، تهران، اول، اول، 4803. نویان.
محمد، ن. (1391). "ارتباط بین شخصیت و روابط درک شده با رفتار تغییر برند مورد: شرکت.های بیمه ایران"، کارشناسی‌ارشد مدیریت بازرگانی، علوم وتحقیقات.
حیدرآبادی، ش. (1389). "بررسی عوامل فرهنگی مؤثر بر رفتار مصرف‌کننده در صنعت فناوری اطلاعات"، مطالعه موردی: تلفن همراه، کارشناسی‌ارشد مدیریت بازرگانی، علوم و تحقیقات.
علیخان، ف. (1390). "بررسی تأثیر نیازهای مبتنی بر اقدام و هیجان مصرف‌کننده و آگاهی از عرضه محصولات جدید بر رفتار خرید رفتار خرید تفننی (بدون برنامه)".
پرهیزکاری، م. (1391). "بررسی تأثیر احساسات مصرف‌کنندگان از نام و نشان تجاری سازمان‌های تکنولوژی محور بر واکنش و تمایل‌های رفتاری آنها، مطالعه موردی خودرو ریو".
Anant Jyoti, B., Anshul, V. & Saumya, D. (2016). “Impulsive buying tendency: Measuring important relationships with a new perspective and an indigenous scale”, IIMB Management Review, Vol. 28(4), PP. 186-199.
Krystine, B. & Simran, S. (2016). “Anticipatory nostalgia: Missing the present before it's gone”, Personality and Individual Differences, Vol. 98, PP. 75-84.
Baldwin, M. & Mark J, M. (2013). “Exploring Nostalgia’s Influence on Psychological Growth”, Self and Identity, Vol. 13(2), PP. 162-177.
Batcho, K.I. (1995). “Nostalgia: A Psychological Perspective”, Perceptual and Motor Skills, Vol. 80(1), PP. 131-143.
Bagozzi, R.P. (1982). “A Field Investigation of Causal Relations Among Cognitions, Intentions and Behavior”, Journal of Marketing Research, Vol. 19(4), PP. 562-583.
Baker, S. M., & Kennedy, P. F. (1994). “Death by Nostalgia: A Diagnosis of Context-Specific Cases”, Advances in Consumer Research, Vol. 21(1), PP. 169-174.
Bartmanski, D. (2011). “Successful icons of failed time: Rethinking post-communist nostalgia”, Acta Sociologica, Vol. 54(3), PP. 213-231.
Batcho, K.I. (1995). “Nostalgia: A Psychological Perspective”, Perceptual and Motor Skills, Vol. 80(1), PP. 131-143.
Bentler, P.M. & Chou, C.P. (1987). “Practical issues in structural modeling”, Sociological Methods and Research, Vol. 16(1), PP. 78-117.
Bollen, K.A. (1989). “Structural Equations with Latent Variables”, New York: Wiley.
Bollen, K.A. (2007). “Interpretational confounding is due to misspecification, not to type of indicator: comment on Howell, Breivik, and Wilcox”, Psychol Methods, Vol. 12(2), PP. 219-238.
Borges, A. & Boulbry, G. (2003). “Measuring French Nostalgia: the Validation of Holbrook´s
Nostalgia Proneness Scale in France”, Published in Ninth Cross-Cultural Research Conference, Rose Hall, Jamaica.
Braun-LaTour, K. (2007). “Beyond Nostalgia: Using Childhood Memories as a Means To Emotionally Connect with Consumers”, International Journal of Advertising, Vol. 26(3), PP. 402-405.
Brown, S., Kozinets, R.V. & Sherry, J. (2003). “Sell Me the Old, Old Story: Retromarketing. Management and the Art of Brand Revival”, Journal of Customer Behaviour, Vol. 2(2), PP. 133-147.
Brown, S., Kozinets, R.V. & Sherry J. (2003). “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning”, Journal of Marketing, Vol. 67(3), PP. 19-33.
Churchill, G.A. (1979). “A Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16(1), PP. 64-73.
Claire M, H., Constantine, S., Tim, W., Jamie, A., Clay, R. & Ad, V. (2011). “Nostalgic recollections of high and low narcissists”, Journal of Research in Personality, Vol. 45(2), PP. 238-242.
Hung-Bin, C., Shih-Shuo, Y. & Tzung-Cheng, H. (2014). “Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants”, Journal of Business Research, Vol. 67(3), PP. 354-360.
Wing-Yee, C., Constantine, S. & Tim, W. (2016). “Induced nostalgia increases optimism (via social-connectedness and self-esteem) among individuals high, but not low, in trait nostalgia”, Personality and Individual Differences, Vol. 90, PP. 283-288.
Chun, L., Qiu, W., Xiaoshi, L. & Xiao, H. (2016). “The influence of individual espoused cultural values on self-directed use of technology for language learning beyond the classroom”, Computers in Human Behavior, Vol. 62, PP. 676-688.
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Fabio B, D. & Jim, F. (1982). “Nostalgia: A Sphere and Process of Contemporary Ideology”, Qualitative Sociology, Vol. 5(1), PP. 47-61.
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Ford, J.B., & Merchant A. (2010). “Nostalgia Drives Donations: The Power of Charitable Appeals Based on Emotions and Intentions”, Journal of Advertising Research, Vol. 50(4), PP. 450-459.
Gallagher, D., Palmer, A. & Ting, L. (2008). “A Journey into the Unknown; Taking the Fear Out of Structural Equation Modeling with AMOS for the First-Time User”, The Marketing Review, Vol. 8(3), PP. 255-275.
Gerbing, D.W. & Anderson, J.C. (1984). “On the meaning of within factor correlated measurement errors”, Journal of Consumer Research, Vol. 11(1), PP. 572-580.
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_||_هاوکینز، دل. (1385). "رفتار مصرف‌کننده"، احمدروستا، عطیه بطحایی، انتشارات سارگل، تهران، اول، اول، 5362.
سولومون، مایکل آر. (1392). "رفتار مصرف‌کننده"، کامبیز حیدرزاده، انتشارات بازاریابی، تهران، اول، اول، 4803. نویان.
محمد، ن. (1391). "ارتباط بین شخصیت و روابط درک شده با رفتار تغییر برند مورد: شرکت.های بیمه ایران"، کارشناسی‌ارشد مدیریت بازرگانی، علوم وتحقیقات.
حیدرآبادی، ش. (1389). "بررسی عوامل فرهنگی مؤثر بر رفتار مصرف‌کننده در صنعت فناوری اطلاعات"، مطالعه موردی: تلفن همراه، کارشناسی‌ارشد مدیریت بازرگانی، علوم و تحقیقات.
علیخان، ف. (1390). "بررسی تأثیر نیازهای مبتنی بر اقدام و هیجان مصرف‌کننده و آگاهی از عرضه محصولات جدید بر رفتار خرید رفتار خرید تفننی (بدون برنامه)".
پرهیزکاری، م. (1391). "بررسی تأثیر احساسات مصرف‌کنندگان از نام و نشان تجاری سازمان‌های تکنولوژی محور بر واکنش و تمایل‌های رفتاری آنها، مطالعه موردی خودرو ریو".
Anant Jyoti, B., Anshul, V. & Saumya, D. (2016). “Impulsive buying tendency: Measuring important relationships with a new perspective and an indigenous scale”, IIMB Management Review, Vol. 28(4), PP. 186-199.
Krystine, B. & Simran, S. (2016). “Anticipatory nostalgia: Missing the present before it's gone”, Personality and Individual Differences, Vol. 98, PP. 75-84.
Baldwin, M. & Mark J, M. (2013). “Exploring Nostalgia’s Influence on Psychological Growth”, Self and Identity, Vol. 13(2), PP. 162-177.
Batcho, K.I. (1995). “Nostalgia: A Psychological Perspective”, Perceptual and Motor Skills, Vol. 80(1), PP. 131-143.
Bagozzi, R.P. (1982). “A Field Investigation of Causal Relations Among Cognitions, Intentions and Behavior”, Journal of Marketing Research, Vol. 19(4), PP. 562-583.
Baker, S. M., & Kennedy, P. F. (1994). “Death by Nostalgia: A Diagnosis of Context-Specific Cases”, Advances in Consumer Research, Vol. 21(1), PP. 169-174.
Bartmanski, D. (2011). “Successful icons of failed time: Rethinking post-communist nostalgia”, Acta Sociologica, Vol. 54(3), PP. 213-231.
Batcho, K.I. (1995). “Nostalgia: A Psychological Perspective”, Perceptual and Motor Skills, Vol. 80(1), PP. 131-143.
Bentler, P.M. & Chou, C.P. (1987). “Practical issues in structural modeling”, Sociological Methods and Research, Vol. 16(1), PP. 78-117.
Bollen, K.A. (1989). “Structural Equations with Latent Variables”, New York: Wiley.
Bollen, K.A. (2007). “Interpretational confounding is due to misspecification, not to type of indicator: comment on Howell, Breivik, and Wilcox”, Psychol Methods, Vol. 12(2), PP. 219-238.
Borges, A. & Boulbry, G. (2003). “Measuring French Nostalgia: the Validation of Holbrook´s
Nostalgia Proneness Scale in France”, Published in Ninth Cross-Cultural Research Conference, Rose Hall, Jamaica.
Braun-LaTour, K. (2007). “Beyond Nostalgia: Using Childhood Memories as a Means To Emotionally Connect with Consumers”, International Journal of Advertising, Vol. 26(3), PP. 402-405.
Brown, S., Kozinets, R.V. & Sherry, J. (2003). “Sell Me the Old, Old Story: Retromarketing. Management and the Art of Brand Revival”, Journal of Customer Behaviour, Vol. 2(2), PP. 133-147.
Brown, S., Kozinets, R.V. & Sherry J. (2003). “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning”, Journal of Marketing, Vol. 67(3), PP. 19-33.
Churchill, G.A. (1979). “A Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16(1), PP. 64-73.
Claire M, H., Constantine, S., Tim, W., Jamie, A., Clay, R. & Ad, V. (2011). “Nostalgic recollections of high and low narcissists”, Journal of Research in Personality, Vol. 45(2), PP. 238-242.
Hung-Bin, C., Shih-Shuo, Y. & Tzung-Cheng, H. (2014). “Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants”, Journal of Business Research, Vol. 67(3), PP. 354-360.
Wing-Yee, C., Constantine, S. & Tim, W. (2016). “Induced nostalgia increases optimism (via social-connectedness and self-esteem) among individuals high, but not low, in trait nostalgia”, Personality and Individual Differences, Vol. 90, PP. 283-288.
Chun, L., Qiu, W., Xiaoshi, L. & Xiao, H. (2016). “The influence of individual espoused cultural values on self-directed use of technology for language learning beyond the classroom”, Computers in Human Behavior, Vol. 62, PP. 676-688.
Justina, G. (2013). “Consumer nostalgia literature review and an alternative measurement perspective”, Organizations and Markets in Emerging Economies, Vol. 4(2), PP. 112-149.
Fabio B, D. & Jim, F. (1982). “Nostalgia: A Sphere and Process of Contemporary Ideology”, Qualitative Sociology, Vol. 5(1), PP. 47-61.
Davis, F. (1979). “Yearning for Yesterday: A Sociology of Nostalgia”, New York: Free Press.
Diamantopoulos, A. (2011). “Incorporating formative measurement into covariance-based structural equation models”, MIS Quarterly, Vol. 35(2), PP. 335-358.
Diamantopoulos, A. & Winklhofer, H. (2001). “Index Construction with Formative Indicators: An Alternative to Scale Development”, Journal of Marketing Research, Vol. 38(2), PP. 269-277.
Ford, J.B., & Merchant A. (2010). “Nostalgia Drives Donations: The Power of Charitable Appeals Based on Emotions and Intentions”, Journal of Advertising Research, Vol. 50(4), PP. 450-459.
Gallagher, D., Palmer, A. & Ting, L. (2008). “A Journey into the Unknown; Taking the Fear Out of Structural Equation Modeling with AMOS for the First-Time User”, The Marketing Review, Vol. 8(3), PP. 255-275.
Gerbing, D.W. & Anderson, J.C. (1984). “On the meaning of within factor correlated measurement errors”, Journal of Consumer Research, Vol. 11(1), PP. 572-580.
Goulding, C. (2001). “Romancing the Past: Heritage Visiting and the Nostalgic Consumer”, Psychology and Marketing, Vol. 18(6), PP. 565-592.
Graburn, N. (1995). “Tourism, modernity and nostalgia. In A. Ahmed & C. Shore, (Eds)”, The future of anthropology: Its relevance in the contemporary world (PP. 158-178). London: The Athlone Press.
Hirsch, A.R. (1992). “Nostalgia: A Neuropsychiatric Understanding”, Advances in Consumer Research, Vol. 19, PP. 390-395.
Jinsoo, H. Sunghyup, S.H. (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, Vol. 33(1), PP. 250-262.
Angella J, K. & Kim, K.P.J. (2016). “Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook”, Computers in Human Behavior, Vol. 58, PP. 98-108.
Ing-Long, W., Kuei-Wan, C. & Mai-Lun, C. (2016). “Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users”, International Journal of Information Management, Vol. 36(3), PP. 284-296.
DongHee, K. & SooCheong, J. (2015). “Cognitive decline and emotional regulation of senior consumers”, International Journal of Hospitality Management, Vol. 44, PP. 111-119.
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