ﻃﺮاﺣﯽ ﻣﺪل رﻗﺎﺑﺖ ﭘﺬﯾﺮي ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ ﺑﺮاﺳﺎس ﻣﺤﺮكﻫﺎي ﻣﺤﯿﻄﯽ در ﻓﺮوﺷﮕﺎه ﻫﺎي زﻧﺠﯿﺮه اي

Designing a store brand competitiveness model based on environmental stimuli In chain stores

ﻫﺪف : ﻫﺪف از اﯾﻦ ﭘﮋوﻫﺶ ﻃﺮاﺣﯽ ﻣﺪل رﻗﺎﺑﺖ ﭘﺬﯾﺮي ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ ﺑﺮاي ﻓﺮوﺷﮕﺎهﻫﺎي زﻧﺠﯿﺮهاي از ﻃﺮﯾﻖ وﯾﮋﮔﯽﻫﺎي ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ و ﭘﺎﺳﺦﻫﺎي ﻣﺸﺘﺮﯾﺎن ﺑﻪ ﻣﺤﺮكﻫﺎي ﻣﺤﯿﻄﯽ ﻓﺮوﺷﮕﺎهﻫﺎي زﻧﺠﯿﺮهاي اﺳﺖ. روش: اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ ﺑﻬﺮهﮔﯿﺮي از روﯾﮑﺮد ﮐﻤﯽ و ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري، ﺑﻪ دﻧﺒﺎل ﺗﺪوﯾﻦ و ﻃﺮاﺣﯽ ﻣﺪل ﻣﺤﺮكﻫﺎي ﻣﺤﯿﻄﯽ ﻓﺮوﺷﮕﺎﻫﯽ ﺟﻬﺖ دﺳﺖ ﯾﺎﺑﯽ ﺑﻪ اﻟﮕﻮي رﻗﺎﺑﺖﭘﺬﯾﺮي در زﻣﯿﻨﻪ اﯾﺠﺎد ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف، ﮐﺎرﺑﺮدي و از ﻧﻈﺮ ﻣﺎﻫﯿﺖ، ﺗﻮﺻﯿﻔﯽ اﺳﺖ. ﺑﺮاي ﮔﺮدآوري دادهﻫﺎ، روﯾﮑﺮد ﭘﺮﺳﺸﻨﺎﻣﻪ در ﮐﻨﺎر ﻣﻄﺎﻟﻌﺎت ﮐﺘﺎﺑﺨﺎﻧﻪاي ﻣﺪ ﻧﻈﺮ ﻗﺮار ﮔﺮﻓﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ، ﻣﺸﺘﺮﯾﺎن ﻓﺮوﺷﮕﺎهﻫﺎي زﻧﺠﯿﺮهاي رﻓﺎه در ﺷﻬﺮ ﺗﻬﺮان ﺑﻮدﻧﺪ. ﺗﻌﺪاد 384 ﻋﺪد ﭘﺮﺳﺸﻨﺎﻣﻪ ﺑﯿﻦ اﻋﻀﺎي ﻧﻤﻮﻧﻪ ﺗﻮزﯾﻊ ﮔﺮدﯾﺪ. ﯾﺎﻓﺘﻪ ﻫﺎ: ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﻣﺤﺮك ﻫﺎي ﻣﺤﯿﻄﯽ ﺑﺮ روي اﺻﺎﻟﺖ ﺑﺮﻧﺪ و ﺗﺠﺮﯾﻪ ﺧﺮﯾﺪ ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارﻧﺪ و اﺻﺎﻟﺖ ﺑﺮﻧﺪ ﻣﯽﺗﻮاﻧﺪ ﺑﺮ روي ﺗﺠﺮﺑﻪ ﺧﺮﯾﺪ و دﻟﺒﺴﺘﮕﯽ ﺑﻪ ﺑﺮﻧﺪ و ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ اﺛﺮﮔﺬار ﺑﺎﺷﺪ. ﻫﻤﭽﻨﯿﻦ ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد دﻟﺒﺴﺘﮕﯽ ﺑﻪ ﺑﺮﻧﺪ و ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ ﺑﺮ ﻣﻮﻗﻌﯿﺖ رﻗﺎﺑﺖ ﭘﺬﯾﺮي ﻓﺮوﺷﮕﺎهﻫﺎي زﻧﺠﯿﺮهاي ﺗﺎﺛﯿﺮ ﻣﻌﻨﺎداري دارﻧﺪ. ﻧﺘﯿﺠﻪ ﮔﯿﺮي: اﯾﻦ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﺟﻬﺖ دﺳﺖ ﯾﺎﺑﯽ ﺑﻪ اﻓﺰاﯾﺶ رﻗﺎﺑﺖ ﭘﺬﯾﺮي و اﯾﺠﺎد ﯾﮏ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ ﻣﻨﺤﺼﺮ ﺑﻪ ﻓﺮد، ﻓﺮوﺷﮕﺎهﻫﺎ ﻣﯽﺗﻮاﻧﻨﺪ ﺑﺎ ﻣﺪﯾﺮﯾﺖ ﺻﺤﯿﺢ ﻣﺤﺮكﻫﺎي ﻣﺤﯿﻂ ﺑﯿﺮوﻧﯽ و دروﻧﯽ ﺷﺮاﯾﻂ ﻻزم را ﺑﺮاي اﯾﺠﺎد رﻗﺎﺑﺖﭘﺬﯾﺮي ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ از ﻃﺮﯾﻖ اﺑﻌﺎد اﺻﺎﻟﺖ ﺑﺮﻧﺪ، دﻟﺒﺴﺘﮕﯽ ﺑﻪ ﺑﺮﻧﺪ، ﺗﺼﻮﯾﺮ ﺑﺮﻧﺪ ﻓﺮوﺷﮕﺎﻫﯽ و ﺗﺠﺮﺑﻪ ﺧﺮﯾﺪ ﻓﺮاﻫﻢ ﻧﻤﺎﯾﻨﺪ.

Objective: The purpose of this study is to design a store brand competitiveness model for chain stores through store brand characteristics and customers' responses to environmental stimuli of chain stores. Method: Using a quantitative approach as well as structural equation model, this study seeks to formulate and design a model of store environmental stimuli to achieve a competitiveness model in the field of store brand creation. This research is applied in terms of purpose and descriptive in nature. To collect the data, the questionnaire approach was considered along with library studies. The statistical population of this study was customers of convenience stores in Tehran. 384 questionnaires were distributed among samples members. Results: Findings showed that environmental stimuli have a positive and significant effect on brand authenticity and shopping experience and brand authenticity can affect shopping experience and brand attachment and store brand image. The results also showed that brand authenticity and store brand image have a significant effect on the competitive position of chain stores.. Conclusion :This study showed that in order to achieve increased competitiveness and create a unique competitive advantage, stores can, with proper management of external and internal environmental stimuli, create the necessary conditions to create store brand competitiveness through the dimensions of brand authenticity, brand attachment, brand image and shopping experience