تاثیر هویت و اثر اجتماعی بر ارزش ادراک شده و قصد خرید محصولات ارگانیک و اثر تعدیل‌گر نوآوری مصرف کننده؛ مورد مطالعه: مصرف‌کنندگان محصولات ارگانیک شهر کرج

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران.

2 دانشجوی مدیریت کسب و کار گرایش مدیریت مالی، دانشگاه پیام نور، تهران، ایران.

چکیده

امروزه اهمیت پرداختن به غذاهای سالم و ارگانیک، با توجه به فوائـد فـراوان ایـن محصـولات بـیش از پیش بر همگان آشکار شده است. در همین راستا هدف پژوهش حاضر بررسی تاثیر هویت اجتماعی، اثر اجتماعی، ارزش ادراک شده و نوآوری مصرف‌کننده بر قصد خرید محصولات ارگانیگ می‌باشد. این پژوهش از لحاظ هدف کاربردی و از نظر روش در زمره تحقیقات توصیفی – پیمایشی قرار دارد. جامعه آماری پژوهش کلیه مصرف‌کنندگان محصولات ارگانیک شهر کرج می‌باشد که پس از تعیین حجم نمونه به روش مدل‌یابی معادلات ساختاری از روش نمونه‌‌گیری خوشه‌ای در دسترس استفاده شد. ابزار گردآوری داده‌ها در این پژوهش، پرسشنامه استاندارد پرسواد و اسچیلو (2017) بوده، که پایایی این پرسشنامه با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی و روایی آن نیز از طریق روایی محتوا و روایی سازه مورد تایید قرار گرفت. جهت تجزیه و تحلیل داده‌های جمع‌آوری شده از روش مدل‌یابی معادلات ساختاری از نرم‌افزار Smart PLS استفاده گردید. پس از بررسی برازش مدل، نتایج پژوهش حاکی از آن است که هویت اجتماعی و اثر اجتماعی بر قصد خرید محصولات ارگانیگ تاثیر معناداری دارند و نقش میانجی ارزش ادراک شده مشتریان نیز مورد تایید قرار گرفت و نقش تعدیل‌گر نوآوری مصرف‌کننده در تاثیر هویت اجتماعی و اثر اجتماعی بر خرید محصولات ارگانیک تایید نشد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Identity and Social Influence on Perceived Value and Intention of Purchasing Organic Products and Moderating Effect of Consumer Innovative; Case study: Consumers of Organic Products in Karaj

نویسندگان [English]

  • Marziyeh Dehghanizadeh 1
  • Zahra Akbari pour 2
1 Faculty member of payamenoor university, Department of Management.Tehran, Iran.
2 Business Administration in Financial Management, Payamenoor University, Tehran, Iran.
چکیده [English]

Today, the importance of dealing with healthy and organic foods, due to the many benefits of these products, has already become clear to everyone. In this regard, the aim of the present study is to investigate the effect of social identity, social influence, perceived value and consumer innovativeness on the intention to Purchasing organic products. This research in terms of purpose is practical and in method is the category of descriptive-survey research. The statistical population of the study is all consumers of organic products in Karaj. After determining the sample size by structural equation modeling, the available cluster sampling method was used. The data collection tool in this study was the standard questionnaire of Persaud and Schillo (2017) study. the reliability of this questionnaire was confirmed by using Cronbach's alpha coefficient and its combined reliability and its validity was confirmed by content validity and construct validity. to analyze the data used from structural equation modeling with Smart PLS software. After examining the fit of the model, the results show that social identity and social Influence have a significant effect on the intention to purchasing organic products and the mediating role of perceived value of customers confirmed and the role of moderating consumer innovativeness in identity Social impact and social influence impact on the intention to purchasing organic products was not confirmed.

کلیدواژه‌ها [English]

  • Social Identity
  • Social Influence
  • Intention to Purchasing
  • Organic Products
  • perceived value
  • Consumer Innovative
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