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الگوهای ذهنی خریداران لوازم آشپزخانه خارجی با استفاده از روش کیو | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 6، دوره 5، شماره 4 - شماره پیاپی 16، اسفند 1397، صفحه 183-216 اصل مقاله (991.29 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2020.25674.1745 | ||
نویسندگان | ||
حامد خراسانی طرقی* 1؛ نیلوفر کشاورزی2 | ||
1استادیار گروه مدیریت. دانشکده علوم انسانی.دانشگاه ازاد اسلامی، واحد بجنورد. بجنورد، ایران. | ||
2دانشگاه ازاد اسلامی واحد بجنورد | ||
چکیده | ||
رشد اخیر جهانیشدن و گسترش تجارت بینالمللی موجب شده بسیاری از شرکتها فرصتهایی را برای توزیع محصولات خود در سراسر جهان کشف کنند. در حال حاضر، بررسی آنچه قصد مصرفکنندگان برای خرید محصولات خارجی را تحت تأثیر قرار میدهد بهعنوان موضوعی بااهمیت در بازار جهانی مطرح است. در همین راستا هدف این پژوهش شناسایی الگوهای ذهنی (ذهنیتهای مختلف) و عقاید خریداران لوازم آشپزخانه خارجی با استفاده از روش کیو است. پژوهش حاضر از دسته پژوهشهای کاربردی به شمار میرود که بهصورت آمیخته- اکتشافی است. مشارکتکنندگان این پژوهش که به شیوه نمونهگیری هدفمند انتخاب شدند، 25 نفر از زنان متأهل دارای حداقل مدرک لیسانس شهر بجنورد هستند. سپس دیدگاههای آنان با استفاده از تحلیل عاملی کیو مورد تجزیهوتحلیل قرار گرفت. یافتهها حاکی از آن است که میتوان چهار الگوی ذهنی متمایز را میان مشارکتکنندگان تحقیق در مورد خرید لوازم آشپزخانه خارجی شناسایی کرد که درمجموع 71 درصد از واریانس کل دیدگاهها را تبیین میکند. چهار الگوی ذهنی مبتنی بر کیفیت، ذهنیت مبتنی بر برند، ذهنیت مبتنی بر کارکرد و ذهنیت مبتنی بر نژادگرایی از تفسیر نتایج حاصل شد و اهمیت و اولویتبندی عوامل شناساییشده بر اساس الگوهای ذهنی صورت گرفت و درنهایت راهکارهایی برای استفاده از این عوامل پیشنهاد شد. | ||
کلیدواژهها | ||
الگوهای ذهنی؛ برندهای خارجی؛ قصد خرید؛ روش کیو (Q) | ||
عنوان مقاله [English] | ||
Mental Models of foreign kitchen appliances buyers using Q methodology | ||
نویسندگان [English] | ||
Hamed Khorasani Toroghi1؛ Niloofar Keshavarzi2 | ||
1Assistant Professor of Management. Faculty of Humanities. Islamic Azad University.Bojnourd Branch, , Bojnourd, Iran. | ||
2Islamic Azad University, Bojnord Branch. | ||
چکیده [English] | ||
The recent growth of globalization and the expansion of international trade has led many companies to discover opportunities to distribute their products around the world. Currently, examining what is going to affect consumers' intention to buy foreign products is a major issue in the global marketplace. therefore, the purpose of this study is to identify the Mental Models (different mindset) and the ideas of foreign kitchen buyers using the Q method. The present study is applied in terms of purpose and is an exploratory mixed method type using Q methodology. The participants in this study are 25 married women with at least bachelor's degree, who were selected by Purposive sampling method.Afterwards, the information was analyzed using Q-factor analysis. The findings of this study showed that fourdifferent mental models can be identified among the research participants regarding the purchase of foreign kitchen appliances, which explained 71% of the total variance of the opinions. Four mentalities including Quality-based mentality, Brand-based mentality, Function-based mentality and Racist-based mentality resulted in the interpretation of the outcomes and the importance and prioritization of identified factors was explained based on mental models.Finally, guidelines for the use of these factors have been suggested. | ||
کلیدواژهها [English] | ||
Mental Models, Foreign Brands, Purchase Intention, Q Methodology | ||
مراجع | ||
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