پایان نامه بررسی نگرش مصرف کننده ایرانی به ” کشور محل ساخت“ در صنعت پوشاک

فهرست:

فهرست مطالب

فصل 1: کلیات    1

1-1- مقدمه. 2

1-2- اهمیت موضوع.. 3

1-3- بیان مسأله. 4

1-4- اهداف تحقیق... 6

1-5- پرسشها و فرضیه های تحقیق... 6

1-6- تعاریف مفهومی متغیرها 7

فصل 2: ادبیات تحقیق   9

2-1- مقدمه. 10

2-2- چالش های نو ظهور. 11

2-3- مدیریت بازاریابی و رفتار مصرف کننده. 12

2-3-2- رفتار مصرف کننده. 15

2-3-3- رویکردهای مطالعه ی رفتار مصرف کننده. 17

2-3-4- عوامل تأثیر گذار بر رفتار مصرف کننده. 19

2-4- نگرش.... 20

2-4-1- تعریف نگرش.... 21

2-4-2- کارکردهای نگرش.... 23

2-4-3- اجزای نگرش.... 25

2-4-4- مدلهای ساختاری نگرش.... 30

2-4-5- شکل گیری نگرش.... 33

2-4-6- تغییر نگرش.... 37

2-4-7- نگرش در ارتباط با باورها و رفتار. 40

2-5- کشور محل ساخت.... 42

2-5-1- اثر COO ، هاله ای یا خلاصه. 46

2-5-2- اجزای COO.. 47

2-5-3- دامنه ی تعاریف.... 48

2-5-4- سازه ای مناسب برای مطالعه ی اثرات COO.. 51

2-5-5- مفهومی کردن COO در چارچوب تئوری نگرش.... 52

2-5-6- بسط دیدگاه سه بخشی به اثرات COO.. 61

2-5-7- مروری بر مدل های مفهومی تصویر کشور. 64

2-5-8- مباحثی در عملیاتی کردن تصویر محصول-کشور (PCI). 66

2-5-9- نگرش نسبت به محصول... 68

2-5-10- متغیرهای تعدیل گر اثرات COO.. 72

2-5-11- نگاهی به مطالعات انجام شده. 78

فصل 3: روش تحقیق   84

3-1- مقدمه. 85

3-2- مدل مفهومی و فرضیه ها 85

3-3- مروری بر طرح تحقیق... 88

3-4- جامعه آماری... 89

3-5-نمونه گیری... 89

3-6- اندازه نمونه. 90

3-7- متغیرهای تحقیق... 91

3-8- ابزار اندازه گیری و نحوه ی اجرای آن.. 92

3-9- اعتبار(روایی) ابزار سنجش.... 97

3-10- پایایی ابزار سنجش.... 97

3-11- روش های آماری برای تجزیه و تحلیل داده ها و آزمون فرضیه ها 99

فصل 4: آزمون و ارزیابی فرضیه ها 102

4-1- مقدمه. 103

4-2-بررسی متغیرهای جمعیت شناختی تحقیق... 103

4-3- تحلیل های آمار استنباطی و مقایسه ای... 109

4-3-1- تحلیل عاملی اکتشافی و تأییدی برای سنجش روایی سازه. 110

4-3-2- بررسی سازه PCI برای کشور ایران.. 117

4-3-3- بررسی سازه PCI برای کشور ترکیه. 120

4-3-4- بررسی سازه PCI برای کشور چین... 122

4-3-5- مقایسه ی نتایج بدست آمده برای کشورهای ایران، ترکیه و چین... 124

فصل 5: نتیجه گیری و پیشنهادات    130

5-1- مقدمه. 131

5-2- بحث و نتیجه گیری... 132

5-2-1- چگونگی نگرش مصرف کننده نسبت به کشور محل ساخت.... 133

5-2-2- رتبه بندی اثرات COO برای سه کشور ایران، ترکیه و چین... 134

5-2-3- نقش ملی گرایی در نگرش مصرف کنندگان.. 136

5-3- کاربردهای مدیریتی... 137

5-4- محدودیت های تحقیق... 140

5-5- رهنمودهایی برای تحقیقات آینده. 141

منابع   142

پیوست‌ها  156

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