بررسي رابطه بين سبك هاي زندگي والس با وفاداري به برند محصولات با فناوري پيشرفته با استفاده از مدل آناندان و همكاران (مورد مطالعه: برند سامسونگ در صنعت رسانه ديجيتال)

Investigating the relationship between VALS lifestyles with loyalty to products’ brand with advanced technology using Anandan et al. model (Case Study: Samsung brand in digital media industry)

هدف از انجام این مقاله، بررسی رابطه­ی بین سبك­های زندگی والس (VALS) با وفاداری به برندِ محصولات با فناوری پیشرفته، می‌باشد. با توجه به نامحدود بودن جامعه­ی آماری از طریق فرمول كوكران، 385 نفر نمونه انتخاب شد. اما به دلیل اینكه هدف محقق پوشش دادن كلیه­ی­هشت سبك زندگی والس می‌باشد، توزیع پرسشنامه تا 530 مورد افزایش یافت. جهت آزمون فرضیه­ها، از روش معادلات ساختاری استفاده شده است. یافته­های پژوهش نشان دادكه از میان هشت سبك زندگی والس، بین سبك­های زندگی: «موفقان»، «متفكران»، «معتقدان» و «تجربه‌كنندگان»،با وفاداری به برندِ محصولات با فناوری پیشرفته، رابطه­ی مثبت و معناداری وجود دارد. ولی بین سبك­های زندگی: «نوآوران»، «سازندگان»، «مبارزین» و «بازماندگان» با وفاداری به برند محصولات با فناوری پیشرفته، رابطه­ی مثبت و معناداری وجود ندارد.

    The puerpose of this paper is toinvestigate the relationship between VALS[1] life styles with loyalty to products’ brand with advanced technology. According tobeing unlimited thepopulation, we selected385 people by Cochran formula. But the questionnaire distribution was increased till 530 ones due to the aim of researcher was covering all VALS life styles. Structural equations have been usedfor testing the hypotheses. The research findings showed that among 8 life styles, there is positive and significant relationship between life styles of “successful persons”, “thinkers”, “believers” and “experiencers” with loyalty to products’ brand with advanced technology.but, there is not a positive and significant relationship between life styles of “innovators”, “constructors”, “strugglers” and “survivors” with loyalty to products brand with advanced technology.   [1]VALS life style classification scheme is one of common methods for consumer psychographic. This scheme was created by Stanford research institute and has been used widely for classifying market and creating propagation and product strategy by American companies (Afjeh and BakhshizadehBorj, 2011).   Investigating the relationship between VALS lifestyles with loyalty to products’ brand with advanced technology using Anandan et al. model (Case Study: Samsung brand in digital media industry)   Kora BakhshizadehBorj[1] RoghayehSalehianfard[2] Mohammad TaghiGhorbaniFarab[3]   Abstract   The puerpose of this paper is toinvestigate the relationship between VALS[4] life styles with loyalty to products’ brand with advanced technology. According tobeing unlimited thepopulation, we selected385 people by Cochran formula. But the questionnaire distribution was increased till 530 ones due to the aim of researcher was covering all VALS life styles. Structural equations have been usedfor testing the hypotheses. The research findings showed that among 8 life styles, there is positive and significant relationship between life styles of “successful persons”, “thinkers”, “believers” and “experiencers” with loyalty to products’ brand with advanced technology.but, there is not a positive and significant relationship between life styles of “innovators”, “constructors”, “strugglers” and “survivors” with loyalty to products brand with advanced technology. Keywords: VALS life style, loyalty to brand, products with advanced technology. [1] Faculty member of AllamehTabatabaei University [2] Master’s Degree in the field of Commercial Management- Marketing, Molana non-profit institute- Abyek, responsible author Salehiyan.fard@gmail.com   [3] Master’s Degree in the field of Commercial Management- International Marketing, Ershad non-profit institute of Damavand- Tehran [4]VALS life style classification scheme is one of common methods for consumer psychographic. This scheme was created by Stanford research institute and has been used widely for classifying market and creating propagation and product strategy by American companies (Afjeh and BakhshizadehBorj, 2011).