مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تاثیر کشور مبدا و تبلیغات توصیه‌ای بر قصد خرید مشتری در صنعت تجهیزات پزشکی با توجه به نقش میانجی تصویر برند و نگرش به برند

نویسندگان
کبری بخشی زاده برج 1
محمدامین افراخته 2
1 دانشیار، مدیریت بازرگانی، دانشکده مدیریت دانشگاه علامه طباطبائی تهران، ایران.
2 دانش آموخته کارشناسی ارشد دانشگاه علامه طباطبائی
10.22034/asm.2026.2089980.3543
چکیده
این پژوهش با هدف بررسی "تاثیر کشور مبدا و تبلیغات توصیه‌ای، بر قصد خرید مشتری در صنعت تجهیزات پزشکی، با توجه به نقش میانجی تصویر برند و نگرش به برند" انجام شده است. روش این تحقیق توصیفی از نوع پیمایشی بوده و جامعه آماری پژوهش شامل تمام افرادی است که در فرآیند واردات، یا توزیع تجهیزات پزشکی نقش دارند. این اشخاص شامل واردکنندگان، توزیع‌کنندگان(عمده‌ فروشان)، عرضه‌کنندگان(خرده فروشان)، موسسات پزشکی (بیمارستان، داروخانه، درمانگاه، کلینیک ها و غیره) و صاحبان حرف پزشکی(پزشک، دندان‌پزشک، داروساز، متخصصین علوم آزمایشگاهی) می‌شود. این پژوهش در قلمرو مکانی استان تهران و فارس انجام شده است. داده‌ها توسط پرسشنامه ساختار یافته و با روش نمونه‌گیری در دسترس جمع آوری شده است. برای ارزیابی روایی همگرا از معیارهای میانگین واریانس استخراج شده(AVE) و بارهای عاملی، برای بررسی روایی واگرا از روش فورنل و لارکر و برای بررسی پایایی از ضرایب آلفای کرونباخ و پایایی ترکیبی(CR) استفاده شده است. برای بررسی مناسب بودن ساختار مدل مفهومی از شاخص‌های ضریب تعیین(R2)، ارتباط پیش بین(Q2)، ضرایب مسیر و معناداری آن‌ها استفاده شده است. نتایج بررسی نشان می‌دهد که ابزار اندازه‌گیری از پایایی و روایی لازم برخوردار بوده و مناسب بودن ساختار مدل مفهوم مورد تایید قرار گرفت. برای آزمون فرضیه‌های اصلی از مدل معادلات ساختاری مبتنی بر حداقل مجموع مربعات جزئی استفاده شده است. همچنین برای بررسی روابط میانجی از، روش بوت استرپ استفاده شده است. نتایج نشان دهنده آن است که کشور مبدا و تبلیغات توصیه‌ای به طور مستقیم بر قصد خرید در صنعت تجهیزات پزشکی تاثیرگذار هستند. همچنین تصویر برند و نگرش به برند، در رابطه بین کشور مبدا و تبلیغات توصیه‌ای بر قصد خرید نقش میانجی ایفا می‌کنند.
کلیدواژه‌ها
تبلیغات توصیه ای
تصویر برند
صنعت تجهیزات پزشکی
قصد خرید
کشور مبدا
نگرش به برند
موضوعات

عنوان مقاله English

The influence of Country of Origin (COO) and Word-of-Mouth (WOM) on customer Purchase Intention in the medical equipment industry, considering the mediating role of Brand image and Attitude toward brand

نویسندگان English

Kobra Bakhshizadeh Borj 1
Mohammad Amin Afrakhteh 2
1 Associate Prof., Business Management, Faculty of Management, Allameh Tabatabai’ University, Tehran, Iran.
2 MSc, Faculty of Management, Allameh Tabatabai' University, Tehran, Iran
چکیده English

This research investigates "the influence of country of origin (COO) and word-of-mouth (WOM) on customer purchase intention in the medical equipment industry, considering the mediating role of brand image and attitude toward brand." The study employed a descriptive survey methodology. The statistical population comprised all individuals involved in the import or distribution processes of medical equipment, including importers, distributors (wholesalers), suppliers (retailers), medical institutions (hospitals, pharmacies, clinics, and other healthcare facilities), and healthcare professionals (Doctors, dentists, pharmacists, and laboratory science specialists). The research was conducted within the geographical scope of Tehran and Fars provinces. Data were collected through structured questionnaires using convenience sampling methodology. Convergent validity was assessed using the average variance extracted (AVE) criterion and factor loadings, discriminant validity was evaluated through the Fornell-Larcker method, and reliability was examined using Cronbach's alpha coefficients and composite reliability(CR). The appropriateness of the conceptual model structure was evaluated using coefficient of determination (R²), predictive relevance (Q²), path coefficients, and their statistical significance. The results demonstrate that the measurement instrument possesses adequate reliability and validity, and the conceptual model structure was confirmed as appropriate. Partial least squares structural equation modeling (PLS-SEM) was employed to test the main hypotheses. The bootstrap method was utilized to examine mediating relationships. The findings indicate that country of origin and word-of-mouth advertising directly influence purchase intention in the medical equipment industry. Furthermore, brand image and brand attitude mediate the relationship between country of origin and word-of-mouth advertising on purchase intention.

کلیدواژه‌ها English

Brand attitude
Brand image
Country of origin (COO)
Medical equipment industry
Purchase intention
Word-of-mouth (WOM)
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