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تبیین پیشایندهای قصد خرید محصولات کشاورزی ارگانیک با تمرکز بر نقش تصویر فروشگاهی (مورد مطالعه: فروشگاه بیونشان) | ||
تحقیقات اقتصاد و توسعه کشاورزی ایران | ||
مقاله 9، دوره 51، شماره 3، مهر 1399، صفحه 513-530 اصل مقاله (1.03 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/ijaedr.2020.282306.668762 | ||
نویسندگان | ||
مصطفی زندی نسب1؛ سید محمدباقر جعفری* 2؛ مهدی فرمانی1 | ||
1کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران | ||
2استادیار گروه مدیریت صنعتی و مالی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران | ||
چکیده | ||
هدف از پژوهش حاضر ارایه مدلی برای تبیین پیشایندهای قصد خرید محصولات کشاورزی ارگانیک با تمرکز بر نقش تصویر فروشگاهی بود. پژوهش از نظر هدف، کاربردی و از نظر نحوه گردآوری دادهها، توصیفی است. جامعه آماری پژوهش کلیه مصرفکنندگان محصولات کشاورزی ارگانیک فروشگاههای بیونشان در شهر تهران بودند که در دوره جمعآوری دادهها (فروردین 1398) از محصولات این شرکت استفاده کردهاند. 384 نفر بهعنوان نمونه و به روش نمونهگیری دردسترس انتخاب شدند. روایی محتوا، روایی سازه و روایی همگرا برای پرسشنامه بررسی شد. برای بررسی پایایی از ضریب آلفای کرونباخ استفاده شد، که این ضریب برای کل پرسشنامه 787/0 بهدست آمد. نتایج پژوهش نشان داد تصویر قیمتی، تصویر برند و ریسک درک شده بر تصویر فروشگاهی محصولات کشاورزی ارگانیک تاثیر معنادار داشت. همچنین، تصویر فروشگاهی بر کیفیت درک شده و ارزش درک شده این محصولات تاثیرگذار بود و کیفیت درک شده بر ارزش درک شده و قصد خرید محصولات کشاورزی ارگانیک تاثیر معنادار داشت. در نهایت، ارزش درک شده بر قصد خرید محصولات کشاورزی ارگانیک تاثیر معنادار داشت. بنابراین، تصویر فروشگاهی و تصویر برند با کاهش ریسک درک شده مشتریان میتواند باعث افزایش سهم بازار شرکت شده و با ارایه قیمت پایینتر مصرفکنندگان را به سمت این محصولات سوق دهد. | ||
کلیدواژهها | ||
محصولات کشاورزی ارگانیک؛ تصویر فروشگاهی؛ قصد خرید؛ مصرفکنندگان | ||
عنوان مقاله [English] | ||
Identifying The Antecedents of The Intention For Purchasing Organic Agricultural Products With A Focus on The Role of The Shop Image (The Case of Bioneshan Stores) | ||
نویسندگان [English] | ||
Mostafa Zandi Nasab1؛ Seyed Mohammadbagher Jafari2؛ Mahdi Farmani1 | ||
1MSc, Business Management Department, Faculty of Management & Accounting, College of Farabi University of Tehran, Qom, Iran | ||
2Assistant Professor, Industrial and Financial Management Department, Faculty of Management & Accounting, College of Farabi, University of Tehran, Qom, Iran | ||
چکیده [English] | ||
The purpose of this study was to provide a model for identifying the antecedents for purchasing organic agricultural products focusing on the role of the store image. The study was applied and descriptive. The population of the study consisted of all consumers of organic agricultural products in Bioneshan stores in Tehran, who used the products of this company. About 384 samples were selected using the available sampling method. In order to confirm the validity of the questionnaire, content validity, construct validity and convergent validity were examined. To assess the reliability of the questionnaire, Cronbach's alpha coefficient was used, which was 0.787 for the whole questionnaire. The results of the research show that the price image, brand image, and perceived risk affect the image of the organic agricultural products store. The store image has a significant effect on the perceived quality and perceived value of organic agricultural products and perceived quality has a significant effect on the perceived value and intention to purchase organic agricultural products. Also, the perceived value has a significant effect on the intention to purchase organic agricultural products. | ||
کلیدواژهها [English] | ||
Organic agricultural products, Store image, Purchase intention, Consumers | ||
مراجع | ||
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