علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

بررسی مسیر رفتار مصرف‌کننده در برندهای لوکس مردانه: از قصد خرید تا حمایت از برند (مطالعه موری مصرف کنندگان هوگوباس و جورجیوآرمانی)

نوع مقاله : مقاله پژوهشی

نویسندگان
حسین نوروزی 1
شیوا روستا رفیعی 2
1 گروه آموزشی مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
2 دانشجوی کارشناسی ارشد گروه مدیریت بازرگانی دانشگاه خوارزمی، تهران، ایران
10.22034/jtst.2026.558191.1524
چکیده
در دنیای امروز، برندهای لوکس فراتر از نماد ثروت و موقعیت اجتماعی هستند و به بخشی از سبک زندگی معاصر تبدیل شده‌اند، به‌طوری که خرید آن‌ها تجربه‌ای احساسی و فرهنگی را برای مصرف‌کنندگان به همراه دارد و امکان بیان هویت فردی و تمایز اجتماعی را فراهم می‌کند. پژوهش حاضر با هدف بررسی مسیر رفتار مصرف‌کننده در برندهای لوکس مردانه در ایران، از قصد خرید تا تعهد و حمایت از برند، با تمرکز بر مصرف‌کنندگان هوگو باس و جورجیو آرمانی در تهران انجام شد. روش تحقیق توصیفی-پیمایشی بود و نمونه‌ای 385 نفره با استفاده از نمونه‌گیری خوشه‌ای چندمرحله‌ای و در دسترس انتخاب شد. داده‌ها از طریق پرسشنامه استاندارد با طیف پنج‌درجه‌ای لیکرت گردآوری و با نرم‌افزارهای SPSS و AMOS تحلیل شدند. یافته‌ها نشان دادند که عوامل شخصی، عوامل اجتماعی، نوآوری مد، درگیری مد، ارزش درک‌شده برند و سبک زندگی مد به‌طور معنادار بر قصد خرید اثر دارند و قصد خرید نیز مسیر ایجاد تعهد خرید و حمایت از برند را تسهیل می‌کند و پیشنهاد می‌شود برندهای لوکس با تمرکز بر ایجاد تجربه‌های هیجانی، ارائه نوآوری و طراحی‌های منحصر به فرد، و بهره‌گیری از بازاریابی اجتماعی و برنامه‌های وفاداری، قصد خرید، تعهد و حمایت از برند را به‌طور پایدار تقویت کنند.
کلیدواژه‌ها
ارزش ادراک‌شده
درگیری مد
قصد خرید
صنعت پوشاک
سبک زندگی
موضوعات

عنوان مقاله English

Examining the Consumer Behavior Path in Men’s Luxury Brands: From Purchase Intention to Brand Advocacy (Case Study: Consumers of Hugo Boss and Giorgio Armani)

نویسندگان English

Hossein Norouzi 1
Shiva Roosta Rafiee 2
1 Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran;
2 MSc. Stu. Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran
چکیده English

Today, luxury brands go beyond being symbols of wealth and social status and have become an integral part of contemporary lifestyles, offering consumers an emotional and cultural experience while enabling the expression of personal identity and social distinction. This study aimed to examine the consumer behavior path in men’s luxury brands in Iran, from purchase intention to brand commitment and brand advocacy, focusing on consumers of Hugo Boss and Giorgio Armani in Tehran. A descriptive-survey method was employed, and a sample of 385 participants was selected using multi-stage cluster and convenience sampling. Data were collected through a standardized questionnaire with a five-point Likert scale and analyzed using SPSS and AMOS. The findings indicated that personal factors, social factors, fashion innovation, fashion involvement, perceived brand value, and fashion lifestyle significantly influenced purchase intention, which in turn facilitated the development of brand commitment and brand advocacy. It is recommended that luxury brands focus on creating emotional experiences, offering innovative and unique designs, and leveraging social marketing and loyalty programs to sustainably enhance purchase intention, brand commitment, and brand advocacy.

کلیدواژه‌ها English

Fashion involvement
industry of apparel
lifestyle
perceived value
purchase intention
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  • تاریخ دریافت 18 آبان 1404
  • تاریخ بازنگری 13 دی 1404
  • تاریخ پذیرش 04 اردیبهشت 1405