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نگرش قومیتهای اصلی ایران نسبت به محصولات داخلی و خارجی بر اساس ابعاد عرق ملی و شرایط اقتصادی ادارک شده | ||
مطالعات رفتار مصرفکننده | ||
مقاله 10، دوره 9، شماره 2، تیر 1401، صفحه 180-197 اصل مقاله (752.47 K) | ||
نوع مقاله: مقاله پژوهشی (کمی) | ||
شناسه دیجیتال (DOI): 10.34785/j018.2022.917 | ||
نویسندگان | ||
خبات نسائی* 1؛ اسماعیل شاه طهماسبی2 | ||
1مدیریت بازرگانی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج، ایران | ||
2استاد مدعو، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران | ||
چکیده | ||
این مقاله با هدف بررسی نگرش مصرفکننده ایرانی با قومیتهای مختلف نسبت به محصولات داخلی و خارجی از طریق نقش عرق ملی مصرفکننده صورت گرفته است. به منظور جمعآوری دادهها از ابزار پرسشنامه و برای پردازش دادهها از نرمافزار Spss و SmartPLS استفاده شده است. نتایج مقاله حاکی از آن است که تمامی تاثیرات روابط متغیرهای تحقیق در میان اقوام مختلف ایرانی، متفاوت میباشد. علاوه بر این، نتایج تحقیق نشان داد که تهدید اقتصادی ادراک شده توسط افراد در قومیتهای ترک و لر، رابطهی میان عرق ملی مصرفکننده و نگرش نسبت به محصولات داخلی و خارجی را تعدیل میکند. با توجه به تایید تفاوت قومیتهای ایرانی در روابط مورد نظر تحقیق، پیشنهاد میگردد مدیران بازاریابی در مورد محصولات تولید داخل و خارج به شاخصهای موجود در این تحقیق در فعالیتهای بازاریابی خود در بین قومیتهای ایرانی توجه لازم را داشته باشند. توجه به قومیتها و تفاوتهای آنها در رفتارهای خرید از مواردی است که در کشورهای دارای تفاواتهای فرهنگی کمتر مورد توجه قرار گرفته است. به همین دلیل تحقیق حاضر هدف اصلی خود را در تحلیل نگرشهای قومیتهای مختلف ایرانی در مواجهه با محصولات داخلی و خارجی پرداخته است. | ||
کلیدواژهها | ||
عرق ملی مصرفکننده؛ نگرش؛ وابستگی قومی؛ اقوام ایرانی؛ تهدید اقتصادی ادراک شده | ||
مراجع | ||
مقاله نهم
منابع
یاوریبافقی، امیرحسین؛ مستجابیسرهنگی، حمید و اسماعیلی، احمدرضا (1392). تحلیلی بر تاثیر همگرایی ملی اقوام ایرانی بر امنیت عمومی جمهوری اسلامی ایران. پژوهشنامه نظم و امنیت انتظامی، 6 (2)، 135-157.
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