پایان نامه شناسایی عوامل مؤثر بر ملی گرایی مصرفی از دیدگاه مصرف کنندگان (مطالعه موردی مصرف کنندگان خودرو در استان قم

فهرست:

چکیده

فصل اول : کلیات  تحقیق

1-1-مقدمه ................................................................................................................................................ 3

1-2- بیان مسأله .......................................................................................................................................... 3

1-3- اهمیت و ضرورت تحقیق  ................................................................................................................  4

1-5- اهداف تحقیق.................................................................................................................................... 5

1-4- سئوال های تحقیق...............................................................................................................................5

1-6- فرضیه تحقیق...................................................................................................................................... 6

1-7- متغیرهای تحقیق..................................................................................................................................6

1-8- مدل تحلیلی تحقیق..............................................................................................................................7

1-9- قلمرو تحقیق...................................................................................................................................... 7

1-9-1- قلمروموضوعی...............................................................................................................................7

1-9-2 -  قلمرو مکانی.................................................................................................................................7

1-9-3 - قلمرو زمانی...................................................................................................................................7

1-10- تعریف مفهومی و عملیاتی واژگان کلیدی تحقیق ..............................................................................8

فصل دوم : مبانی نظری

2-1- مقدمه  ...........................................................................................................................................  10

2-2- ملی گرایی مصرفی.........................................................................................................................  11

2-2- 1- مفهوم ملی گرایی (ناسیونالیسم)....................................................................................................11

2-2- 2- سابقه ملی گرایی......................................................................................................................... 13

2-2- 3- ملی گرایی در ایران..................................................................................................................... 14

2-2- 4- ملی گرایی اقتصادی.................................................................................................................... 16

2-2- 5- ارتباط بین ملی گرایی و بازاریابی: مفهوم ملی گرایی مصرفی.........................................................18

2-2- 6- اثرات کشور مبدأ (COO)............................................................................................................21

2-2- 7- اثر کشور مبدأ در کشور های درحال توسعه..................................................................................23

2-2- 8- رابطه اثر کشور مبدأ و ملی گرایی مصرفی.................................................................................... 24

2-2- 9- نام تجاری و تأثیر آن بر ملی گرایی مصرفی..................................................................................25

2-2- 10- سطح آسیب پذیری نام های تجاری خارجی از ملی گرایی مصرفی.............................................27

2-2- 11- الگوی پردازش اطلاعات مصرف کنندگان ملی گرا...................................................................31

2-2- 12- جهانی شدن و تاثیر آن بر ملی گرایی.........................................................................................33

2-2- 13- انگیزه های ملی گرایی مصرفی در عصر جهانی شدن..................................................................36

2-2- 14- خصومت گرایی مصرفی............................................................................................................37

2-3- عوامل تأثیر گذار بر ملی گرایی مصرفی.............................................................................................41

2-3-1- محیط اقتصادی.............................................................................................................................42

 2-3-2- محیط سیاسی...............................................................................................................................43

2-3-3-  متغیرهای جمعیت شناختی............................................................................................................45

2-3-3- 1- سن.........................................................................................................................................46

2-3-3- 2-جنسیت....................................................................................................................................46

2-3-3- 3- سطح تحصیلات.....................................................................................................................47

2-3-3- 4- درآمد................................................................................................................................... 47

2-3-3- 5- قومیت و نژاد......................................................................................................................... 47

2-3-3- 6- طبقه اجتماعی........................................................................................................................48

2-3-4-  عوامل اجتماعی - روانشناختی.................................................................................................... 49

2-3-4- 1- پذیرش فرهنگی.....................................................................................................................50

2-3-4-2-جهان گرایی(جهان اندیشی).....................................................................................................51

2-3-4- 3- وطن پرستی............................................................................................................................52

2-3-4- 4- تهدید اقتصادی ادارک شده....................................................................................................53

2-3-4- 5- سنت گرایی (محافظه کاری )..................................................................................................54

2-3-4- 6- جمع گرایی  فردگرایی........................................................................................................... 55

2-3-4- 7- مادی گرایی............................................................................................................................56

2-3-4-8- جزمیت اندیشی........................................................................................................................56

2-3-4- 9- تجمل گرایی مصرفی..............................................................................................................57

2-3-4-10- ارزش ها................................................................................................................................59

2-3-4-11- سبک زندگی.........................................................................................................................60

2-4-پیامدهای ملی گرایی مصرفی.............................................................................................................62

2-4- 1- پیامد های نهایی...........................................................................................................................62

2- پیامد های میانجی..................................................................................................................................63

-5- عوامل تعدیل کننده شدت ملی گرایی مصرفی.....................................................................................65

2-5- 1- ضرورت ادارک شده محصول.....................................................................................................66

2-5- 2- تشابه با کشور مبدأ محصول..........................................................................................................66

2-5- 3- ویژگی های طبقه محصول............................................................................................................68

2-6 - استراتژی های بازاریابی در ارتباط با ملی گرایی مصرفی....................................................................69

2-7- مقیاس اندازه گیری ملی گرایی مصرفی(CETSCALE ).....................................................................71

2-8- پیشینه تحقیق.....................................................................................................................................75

فصل سوم : روش شناسی تحقیق

3-1- مقدمه  ............................................................................................................................................. 80

3-2-  روش تحقیق  ................................................................................................................ ..................80

3-3- جامعه آماری.....................................................................................................................................80

3-4- نمونه آماری......................................................................................................................................81

3-5 - متغیرهای تحقیق...............................................................................................................................82

3-6- روشهای جمع آوری داده ها..............................................................................................................82

3-7- ابزار سنجش تحقیق...........................................................................................................................83

3- 8 - نحوه امتیاز بندی پرسشنامه...............................................................................................................84

3- 9 -  روایی پرسشنامه..............................................................................................................................85

3-10- تعیین پایایی پرسشنامه......................................................................................................................85

3-11- روش تجزیه و تحلیل داده ها...........................................................................................................86

فصل چهارم : تجزیه و تحلیل داده ها

4-1- مقدمه   ............................................................................................................................................ 89

4-2- آمار توصیفی  ...................................................................................................................................90

4-2-1- جنسیت  .......................................................................................................................................90

4-2-2- تحصیلات  ..................................................................................................................................91

4-2-3-  سن..............................................................................................................................................92

4-2-4- وضعیت تأهل و تجرد....................................................................................................................93

4-2-5- درآمد ماهیانه................................................................................................................................94

4-2-6- متغیرهای تحقیق............................................................................................................................95

4-3- نتایج حاصل از تحلیل استنباطی داده‌ها................................................................................................95

4-3-1- آزمون کالموگروف-اسمیرنوف....................................................................................................95

4-3-2- آزمون رگرسیون...........................................................................................................................96

4-3-3- آزمون  همیستگی فرضیه های تحقیق............................................................................................102

4-3-2-1- فرضیه اول...............................................................................................................................102

4-3-2-2- فرضیه دوم............................................................................................................................. 103

4-3-2-3- فرضیه سوم..............................................................................................................................104

4-3-2-4- فرضیه چهارم...........................................................................................................................105

4-3-2-5- فرضیه پنجم.............................................................................................................................106

4-3-2-6- فرضیه اصلی............................................................................................................................107

4-4- سایر یافته های تحقیق.......................................................................................................................109

4-4-1-آزمون   T  دو جامعه مستقل و  U من- ویتنی................................................................................109

4-4-2- آزمون فریدمن............................................................................................................................119

فصل پنجم : نتیجه گیری و پیشنهادات

5-1- نتایج حاصل از یافته های تحقیق.......................................................................................................122

5-1-1- نتایج حاصل از تجزیه و تحلیل توصیفی......................................................................................  122

5-1-2- بحث درباره‏ی نتایج حاصل از آزمون کالموگروف-اسمیرنوف....................................................123

5-1-3- بحث درباره‏ی نتایج حاصل از آزمون فرضیات تحقیق    ............................................................. 123

5-1-3-1- نتایج حاصل از فرضیه اول...................................................................................................... 123

5-1-3-2- نتایج حاصل از فرضیه دوم...................................................................................................... 124

5-1-3-3- نتایج حاصل از فرضیه سوم..................................................................................................... 124

5-1-3-4- نتایج حاصل از فرضیه چهارم..................................................................................................125

5-1-3-5- نتایج حاصل از فرضیه پنجم....................................................................................................126

5-1-3-1- نتایج حاصل از فرضیه اصلی...................................................................................................127

5-1-4- نتایج آزمون رگرسیون ..............................................................................................................128

5-1-4- بحث درباره‏ی نتایج حاصل از آزمون های T دو جامعه مستقل و Uمن- ویتنی.............................129

5-1-5-  بحث درباره‏ی نتایج حاصل از آزمون فریدمن........................................................................... 130

5-2- پیشنهادات.......................................................................................................................................130

5-2-1- پیشنهادهای کاربردی مبتنی بر نتایج به دست آمده از تحقیق.........................................................131

5-2-1-1- پیشنهادهای کاربردی مبتنی بر نتیجه فرضیه اول........................................................................131

5-2-1-2- پیشنهادهای کاربردی مبتنی بر نتیجه فرضیه دوم....................................................................... 131

5-2-1-3- پیشنهادهای کاربردی مبتنی بر نتیجه فرضیه سوم.......................................................................131

5-2-1-4- پیشنهادهای کاربردی مبتنی بر نتیجه فرضیه چهارم....................................................................131

5-2-1-5- پیشنهادهای کاربردی مبتنی بر نتیجه فرضیه پنجم......................................................................132

5-2-1-6- پیشنهادهای کاربردی مبتنی بر نتیجه فرضیه اصلی.................................................................... 132

5-3- ارائه پیشنهادهایی برای تحقیقات آتی................................................................................................133

5-4- محدودیت های تحقیق................................................................................................................ ....133

  منابع.................................................................................................................................................... .135

پیوست: پرسشنامه ها.............................................................................................................................. ...153

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