جستجوی مقالات مرتبط با کلیدواژه "نوگرایی مصرف کننده" در نشریات گروه "مدیریت"

Increasing the level of consumer innovativeness and concern for the environment and green brands are important factors in consumer behavior in recent years and marketing managers try to improve consumers' attitude towards green brands and innovative products, in order to succeed in selling and marketing their products. The purpose of this study is to investigate the effect of consumer innovativeness and green brand on consumer purchase intention with the mediating role of consumer attitudes in the dairy industry. The present research is an applied research in terms of purpose, the method of data collection is descriptive-correlational and cross-sectional in terms of time. The statistical population of this research is the chain stores of Ardabil city and our statistical sample is the customers of the relevant stores. Using the Cochran's formula, the sample size was 384 people who were selected by simple random sampling and the data was collected using a questionnaire from the customers of the stores. Structural equation modeling was used and SPSS and Lisrel softwares were applied for analysis. The results of the study showed that Consumer innovativeness, green brand and consumer attitude towards products have a positive and significant effect on consumer purchase intentions. Consumer innovativeness and green brand have a positive and significant effect on consumer attitudes towards products. Consumer attitude toward products mediates the relationship between consumer innovativeness and their purchase intention. Finally, in the relationship between the green brand and the consumer purchase intention, consumer attitude towards products acts as a mediating factor.

Since this kind of advertising has been included interactive transfer of information between the consumers of commodity and it is more low-priced than advertising with other methods, the need to research to understand how it was created and about its function are felt more than past. This survey aims to study the effect of word to mouth advertising aspects including volume, valence and source quality on mobile phone SONY purchase intention. The research is of Applications - Solidarity type and its statistical population consists of students of management faculty of Tehran University. Selected sample of 326 students have been. Data were collected through questionnaires And structural equation modeling was used to analyze the data collected. The research results reveal that word to mouth advertising aspects are effective on mobile phone purchase intention and social, sensory and functional innovativeness can not be the moderator of word to mouth advertising aspects and mobile phone purchase intention.

Innovation and new products have an important role in any company. Successful launching and marketing of new products require targeting innovative consumers. Difference in dimensions of consumer's innovativeness demands different marketing plan. A good understanding of decision-making styles of innovative consumers is imperative for such marketing activities. The main objective of this research is to investigate the effect of consumer's innovativeness on their shopping decision-making styles. Specifically, it aims at evaluating the relationship between two types of innovativeness, i.e. sensory and cognitive, and consumer's shopping decision-making styles. In this descriptive research which is performed as a survey, research population includes students of Islamic Azad University at the campus of Tehran Science and Research Branch of which, a random and proportional sample has been selected. A pretest has been used to check the validity and reliability of the research tool, i.e. questionnaire. Content validity and face validity of the questionnaire have been ascertained. Questionnaire reliability has been assured through the use of both retest reliability and internal consistency reliability. This paper integrates the consumer innovativeness and consumer shopping decision-making styles literature. It is built on the premise that if consumer innovativeness is regarded as a general personality trait, then it would also be reflected in consumer's shopping approaches. Test and analysis of the relationship between cognitive and sensory innovativeness and various shopping styles has been performed by the use of Structural Equation Modeling (SEM) using LISREL software. After investigating of eight hypotheses, only four of them have been supported. The findings indicate that cognitive innovativeness positively influences perfectionist and high-quality conscious shopping decision-making style; and sensory innovativeness, positively influences three shopping decision-making style (i.e. brand conscious, novelty and fashion conscious and recreational and shopping conscious). The findings of this research help managers to develop a deeper insight into product development and marketing. Marketing communication and brand management of new product should be based on two different types of innovative consumers (cognitive and sensory) and their shopping styles. The findings also provide valuable insights to marketing managers in segmenting and targeting their markets.