بررسی عوامل مؤثر در فرآیند پذیرش محصولات خارجی در میان دو کشور ایران- ترکیه

نوع مقاله: مقاله علمی-پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشگاه آزاد اسلامی، واحد علوم تحقیقات تهران

2 دکترای مدیریت بازرگانی گرایش بازاریابی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، نویسنده مسئول

چکیده

هدف این مطالعه بررسی تأثیر مستقیم ملی‌گرایی و انزجار بر روی عوامل پذیرش محصول خارجی کشور کره جنوبی در میان دو کشور اسلامی ایران و ترکیه است. جامعه آماری افراد بالای 18 سال می‌باشند که نمونه ایران از 255 نفر و نمونه ترکیه 225 نفر از طریق اینترنت تشکیل شده است. پرسشنامه از دو زبان محلی به‌صورت جداگانه استفاده شده است. روش تجزیه و تحلیل به‌صورت مدل‌سازی معادلات ساختاری است که ابتدا از تحلیل عاملی تأییدی و سپس از تحلیل مسیر استفاده شده است. نتایج تحقیق نشان می‌دهد که مصرف‌کنندگان ایرانی در پذیرش محصول خارجی علاوه بر اینکه به تصویر ذهنی از کشور کره جنوبی به‌عنوان خاستگاه اهمیت می‌دهند، مسئله ملی‌گرایی را نیز مدنظر قرار می‌دهند. به همین دلیل شرکت‌های تولید‌کننده بایستی برای قبولاندن محصول خارجی به مصرف‌کنندگان ایرانی، آن را در کشور میزبان تولید کنند و به مسائل ملی‌گرایی آن‌ها توجه کنند؛ درحالی‌که برند محصول همچنان نشان‌دهنده تصویر از کشور کره جنوبی باشد. همچنین تمایل مصرف‌کننده به ملی‌گرایی یک تنفر کلی نسبت به سایر کشور‌ها را مشخص می‌کند که بیانگر میهن‌پرستی و احساس قوی درون‌گروهی است. این مدل می‌تواند تأثیر ملی‌گرایی و انزجار را در هر مرحله از رفتار مصرف‌کننده مورد ارزیابی قرار دهد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating Effective Factors on Consumers' Receptivity of Foreign Products in Iran and Turkey

نویسندگان [English]

  • k h 1
  • Amir Abbas Kaeeni 2
چکیده [English]

This study aims to examine the direct effect of ethnocentrism and animosity toward accepting South Korean products in Iran and Turkey. The statistical population were above 18 years of age. The data were collected from residents of Iran and Turkey. A total of 773 usable questionnaires were returned. Two questionnaires were provided in two national languages of both countries. To analyze data, structural equation models including confirmatory factor analysis and path analysis were used. The results showed that besides their mental image of South Korea as the country of origin, Iranian consumers also involve their ethnocentric biases when they purchase Korean products. Thus, for encouraging consumers to buy them, producers should manufacture the products in the host country to gratify consumers' ethnocentricity, while at the same time they keep the original product brand.

کلیدواژه‌ها [English]

  • Animosity
  • Attitudes Toward Foreign Products
  • Ethnocentrism
  • Country-of-Origin Image
  • Purchase Intention
  • Product Evaluation

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