ﺄﺛﯿﺮ ﺗﺒﻠﯿﻐﺎت در ﻧﻘﻄﻪ ﺧﺮﯾﺪ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه ﺑﺎ اﺛﺮ ﻣﯿﺎﻧﺠﯽ ارزش وﯾﮋه ﺑﺮﻧﺪ

The effect of point of purchase advertising on the consumer purchase intentions by mediating of brand equity

ﻫﺪف: ﺗﺒﻠﯿﻐﺎت در ﻧﻘﻄﻪ ﺧﺮﯾﺪ ﻣﺤﺮﮐﯽ اﺳﺖ ﮐﻪ ﺑﺮ رﻓﺘﺎر ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه در داﺧﻞ ﻓﺮوﺷﮕﺎه ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. ﻧﻘﻄﻪ ﺧﺮﯾﺪ، ﻓﺮﺻﺘﯽ ﺑﺮاي ﺟﺬب ﻣﺸﺘﺮﯾﺎن اﺳﺖ و ﻣﻨﺎﺳﺐﺗﺮﯾﻦ ﻣﮑﺎن ﺑﺮاي ﺑﺮﻗﺮاري ارﺗﺒﺎط ﺑﺎ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻣﺤﺴﻮب ﻣﯽﺷﻮد. ازآﻧﺠﺎﮐﻪ در ﻧﻘﻄﻪ ﺧﺮﯾﺪ )از دﯾﺪﮔﺎه ﻣﺸﺘﺮي(، ﻓﻘﻂ ﯾﮏ ﮐﺎﻟﺎ وﺟﻮد ﻧﺪارد و ﮐﺎﻟﺎﻫﺎي رﻗﺒﺎ ﻧﯿﺰ ﺣﻀﻮر دارﻧﺪ، ﻋﻠﺎوه ﺑﺮ ﺗﺒﻠﯿﻐﺎت در ﻧﻘﻄﻪ ﺧﺮﯾﺪ، ارزش وﯾﮋه ﺑﺮﻧﺪ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه اﻫﻤﯿﺖ ﺑﺴﺰاﯾﯽ دارد؛ ﺑﻨﺎﺑﺮاﯾﻦ ﭘﮋوﻫﺸﮕﺮان ﺳﻌﯽ ﮐﺮدهاﻧﺪ در اﯾﻦ ﻣﻄﺎﻟﻌﻪ، ﺿﻤﻦ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮﮔﺬاري ﺗﺒﻠﯿﻐﺎت در ﻧﻘﻄﻪ ﺧﺮﯾﺪ ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن، ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ارزش وﯾﮋه ﺑﺮﻧﺪ را ﺑﺮرﺳﯽ ﮐﻨﻨﺪ. روش: ﺟﺎﻣﻌﻪ آﻣﺎري ﺷﺎﻣﻞ ﻣﺸﺘﺮﯾﺎن ﻓﺮوﺷﮕﺎهﻫﺎي زﻧﺠﯿﺮهاي اﻓﻖ ﮐﻮروش در ﺷﻬﺮ اراك اﺳﺖ ﮐﻪ 206 ﻧﻔﺮ از ﻣﺸﺘﺮﯾﺎن از ﻃﺮﯾﻖ ﻧﻤﻮﻧﻪﮔﯿﺮي دردﺳﺘﺮس اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﺑﺮاي ﺗﺤﻠﯿﻞ دادهﻫﺎي ﮔﺮدآوريﺷﺪه از ﻧﺮماﻓﺰار SPSS19و ﺑﺮاي آزﻣﻮن ﻓﺮﺿﯿﻪﻫﺎ از ﻣﺪل-ﺳﺎزي ﻣﻌﺎدﻟﺎت ﺳﺎﺧﺘﺎري ﺑﺎ ﻧﺮماﻓﺰار 2.SmartPLS3 اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ ﻓﺮﺿﯿﻪ ﻫﺎي ﭘﮋوﻫﺶ را ﺗﺎﯾﯿﺪ ﻣﯽ ﮐﻨﻨﺪ ﻧﺘﯿﺠﻪ: ﻧﺘﺎﯾﺞ ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ ﺗﺒﻠﯿﻐﺎت در ﻧﻘﻄﻪ ﺧﺮﯾﺪ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري ﺑﺮ ﻗﺼﺪ ﺧﺮﯾﺪ ﻣﺼﺮف-ﮐﻨﻨﺪﮔﺎن داﺷﺘﻪ اﺳﺖ و ارزش وﯾﮋه ﺑﺮﻧﺪ ﻧﯿﺰ ﺑﻪ ﻋﻨﻮان ﻣﺘﻐﯿﺮ ﻣﯿﺎﻧﺠﯽ ﺑﺮ راﺑﻄﻪ ﺗﺒﻠﯿﻐﺎت در ﻧﻘﻄﻪ ﺧﺮﯾﺪ و ﻗﺼﺪ ﺧﺮﯾﺪ ﺗﺎﺛﯿﺮ داﺷﺘﻪ اﺳﺖ.

Objective: Point of Purchas advertising is an effective trigger on the buying consumer behavior in the store. Point of purchase (POP) is an opportunity for engaging customer and creating communication with them. From customer perspective, at the POP there are several products from different producers, therefor brand equity plus POP Ads can determine significant effect on intention of purchase. The aim of this study is to investigate the effect of point of purchase advertising on the consumer purchase intentions by moderating of brand equity. Metodology: The population is the customers of Ofogh Koorosh Chain store in Arak. The sampling method is convenience sampling and sample size is 206 customers. The research strategy is Survey and questionnaire was used to collect data. Finding: To analyze data and test hypotheses SmartPLS3.2 and SPSS19 was used. Conclution: The results show that POP Ads has a significant and positive effect on purchase intention and brand equity mediate the relationship between POP Ads and Purchase intention. It implies that the company with high brand equity use POP Ads to increase the purchase intention of customers.