الدور المعدل لسمات الشخصية العصابية فى العلاقة بين أبعاد الإبتزاز العاطفى ونية التحول إلى علامة أخرى بالتطبيق على عملاء مستحضرات التجميل فى جمهورية مصر العربية

نوع المستند : المقالة الأصلية

المؤلفون

کلية التجارة - جامعة المنصورة

المستخلص

ملخص البحث:
إستهدفت هذه الدراسة تحديد تأثيرأبعاد الإبتزاز العاطفى (الشعور بالخوف ، الشعور بالذنب ، الشعور بالإلتزام). على نية التحول إلى علامة أخرى بالإضافة إلى الدور المعدل لسمات الشخصية العصابية لعملاء مستحضرات التجميل فى هذه العلاقة. کما إعتمدت الدراسة على قائمة إستقصاء عبر الانترنت online Survey لجمع البيانات وقد بلغ عدد القوائم الصحيحة 401 قائمة ، وتم إستخدام أسلوب تحليل المسار لإختبار فروض الدراسة من خلال برنامج WarpPLS.7.
وأشارت النتائج إلى وجود تأثير معنوى إيجابى لأبعاد الابتزاز العاطفى (الشعور بالخوف ، الشعور بالذنب ، الشعور بالإلتزام) على نية التحول إلى علامة أخرى. کما توصلت نتائج الدراسة إلى وجود تأثير معنوى إيجابى لسمات الشخصية العصابية على نية التحول إلى علامة أخرى ، مع وجود تأثير معدل للعصابية على العلاقة بين أبعاد الإبتزاز العاطفى ونية التحول إلى علامة أخرى .
الکلمات الرئيسية: الابتزاز العاطفى ، العصابية ، نية التحول إلى علامة أخرى.
                                                                                                                    Abstract:                        
This study investigated the moderating role of neurotic personality traits on the relationship between emotional blackmail dimensions and switching intention to another brand. An online survey was designed to collect data from 401 customer's cosmetic products in Egypt. Path analysis was employed to test the research hypotheses using WarpPLS7.
          The research results showed that there is a positive relationship between emotional blackmail and switching intention to another brand. The research results confirmed that neurotic personality significantly effects switching intention to another brand. Finally neurotic personality strengthened the positive relationship between emotional blackmail and switching intention another brand.
Keywords: Emotional blackmail – Neuroticism personality traits – Switching intention.                                                                                                                

الموضوعات الرئيسية


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