تأثير رفتار خلق ارزش مشترك مشتري با ترجيح برند بر قصد خريد مجدد

The Effect of Customer Value Co Creation Behavior and Brand Preference on Repurchase Intention

اﻣﺮوزه ﮐﺴﺐ و ﮐﺎرﻫﺎ ﺑﺮاي اﻓﺰاﯾﺶ ﺳﻮدآوري و ﺳﻬﻢ ﺧﻮد، ﺗﻮﺟﻪ وﯾﮋهاي ﺑﻪ درﮔﯿﺮ ﮐﺮدن ﻣﺸﺘﺮﯾﺎن در ﻓﻌﺎﻟﯿﺖﻫﺎي ﺷﺮﮐﺖ و اﯾﺠﺎد اﺣﺴﺎس ﻣﺴﺌﻮﻟﯿﺖ در آنﻫﺎ دارﻧﺪ. زﯾﺮا زﻣﯿﻨﻪ را ﺑﺮاي ﺑﺮوز رﻓﺘﺎر ﻣﺸﺎرﮐﺘﯽ و ﺷﻬﺮوﻧﺪي ﻣﺸﺘﺮﯾﺎن ﻣﻬﯿﺎ ﻣﯽﮐﻨﺪ ﮐﻪ ﺑﻪ اﯾﺠﺎد رﻓﺘﺎر ﺧﻠﻖ ارزش ﻣﺸﺘﺮك ﺑﺮاي آنﻫﺎ ﻣﯽاﻧﺠﺎﻣﺪ و ﺑﺎ اﯾﺠﺎد رﺿﺎﯾﺖ و وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﺑﺮ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ و ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺠﺪد آنﻫﺎ ﻧﯿﺰ ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ ﺑﻪ دﻧﺒﺎل ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﻣﺘﻐﯿﺮﻫﺎي رﻓﺘﺎر ﺧﻠﻖ ارزش ﻣﺸﺘﺮك ﺑﺮاي ﻣﺸﺘﺮي، ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ، ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺠﺪد اﺳﺖ. در واﻗﻊ ﻫﺪف از اﻧﺠﺎم اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ رﻓﺘﺎر ﺧﻠﻖ ارزش ﻣﺸﺘﺮك ﺑﺮاي ﻣﺸﺘﺮي ﺑﺮ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ و ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺠﺪد ﻣﺸﺘﺮﯾﺎن اﺳﺖ. ﻋﻼوه ﺑﺮاﯾﻦ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﻣﺘﻐﯿﺮ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ ﻣﯿﺎن رﻓﺘﺎر ﺧﻠﻖ ارزش ﻣﺸﺘﺮك ﺑﺮاي ﻣﺸﺘﺮي و ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺠﺪد ﺑﺮرﺳﯽ ﻣﯽﺷﻮد. ﻫﻤﭽﻨﯿﻦ از ﻧﻈﺮ ﻫﺪف و ﻣﺎﻫﯿﺖ ﮔﺮدآوري دادهﻫﺎ، ﮐﺎرﺑﺮدي و ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ، ﻣﺸﺘﺮﯾﺎن ﺑﺮﻧﺪﻫﺎي ﭘﻮﺷﺎك در ﺷﺒﮑﻪ اﺟﺘﻤﺎﻋﯽ اﯾﻨﺴﺘﺎﮔﺮام ﻫﺴﺘﻨﺪ. 239 ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﻪ روش ﻧﻤﻮﻧﻪﮔﯿﺮي در دﺳﺘﺮس ﺟﻤﻊآوري ﺷﺪ. ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ دادهﻫﺎ ﺑﻪ ﮐﻤﮏ ﻣﺪل ﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﻧﺠﺎم ﮔﺮﻓﺘﻪ اﺳﺖ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري رﻓﺘﺎر ﺧﻠﻖ ارزش ﻣﺸﺘﺮك ﺑﺮاي ﻣﺸﺘﺮي ﺑﺮ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ و ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺠﺪد را ﻧﺸﺎن ﻣﯽدﻫﺪ. ﻫﻤﭽﻨﯿﻦ ﺗﺮﺟﯿﺢ ﺑﺮﻧﺪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ را ﻣﯿﺎن رﻓﺘﺎر ﺧﻠﻖ ارزش ﻣﺸﺘﺮك و ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺠﺪد دارد.

Today, businesses have particular attention to customer participation and their responsibility towards firms in order to increase their profits and market share. Because this subject could provide the context for the customer involvement and citizenship behavior, which leads to have customer co creation value behavior, and by creating customer satisfaction and loyalty has affected their brand preference and repurchase intention. In fact, the purpose of this research is to investigate the effect of creating customer co creation value behavior on the brand's preferences and the repurchase intention. Also we examined the mediating role of brand preference in the relation between customer co creation value behavior and repurchase intention. The present study is practical in terms of purpose and descriptive in terms of data collection. The statistical population is the customers of various clothing brands in the Instagram social network. 239 questionnaires were gathered by convenient sampling method. We use structural equation modeling to analyze data. The results of this research show that customer value co creation behavior has a positive and significant effect on brand preference. The positive and significant effect of the brand equity on brand preference has been proven. Also brand preference mediated the relation between customer value co creation behavior and repurchase intention.