بررسی تأثیر شفافیت و اطلاعات بسته‌بندی بر قصد خرید: نقش میانجی درگیری ذهنی مصرف‌کننده (مورد مطالعه: شکلات)

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 استادیار گروه مدیریت، دانشکده علوم انسانی، دانشگاه زنجان، زنجان - ایران

2 دانشیار گروه مدیریت، دانشکده علوم انسانی، دانشگاه زنجان، زنجان - ایران

3 کارشناسی ارشد مدیریت گرایش بازاریابی، دانشگاه زنجان، زنجان – ایران.

10.22034/cbsj.2024.138847.2510

چکیده

با توجه به افزایش رقابت در صنایع و بازارها، اهمیت نوآوری و استفاده از فناوری‌های نوین در بسته‌بندی در بین رقبا بیشتر شده است. در این راستا پژوهش حاضر به بررسی تأثیر شفافیت و اطلاعات بسته‌بندی بر قصد خرید مصرف‌کننده با نقش میانجی درگیری ذهنی پرداخته ‌است. این پژوهش بر حسب هدف از نوع کاربردی و از نظر روش، پیمایشی است. جامعه آماری این پژوهش مصرف‌کنندگان انواع شکلات در شهر کرج بودند. برای جمع‌آوری داده‌ها از پرسشنامه و بصورت آن‌لاین (از طریق گوگل فرم) استفاده شد. همچنین برای نمونه‌گیری روش در دسترس بکار گرفته شد و در مجموع تعداد 386 پرسشنامه جمع‌آوری گردید. روایی پرسشنامه از طریق اعتبار محتوا و پایایی آن از طریق آلفای کرونباخ و پایایی ترکیبی تأیید شد. مقدار آلفای کرونباخ و پایایی ترکیبی برای تمام متغیرها بالاتر از 7/0 و مقدار روایی محتوا برای تمام متغیرها بالاتر از 5/0، بدست آمد. به منظور آزمون فرضیه‌ها از رویکرد مدلسازی معادلات ساختاری و نرم افزار اسمارت‌پی‌ال‌اس استفاده گردید. نتایج پژوهش نشان داد که شفافیت و اطلاعات بسته‌بندی بر درگیری ذهنی و قصد خرید مصرف‌کننده تأثیر دارند. نقش میانجی درگیری ذهنی در رابطه بین شفافیت بسته‌بندی و قصد خرید مصرف‌کننده تایید شد. تولیدکنندگلن شکلات می‌توانند با استفاده از بسته‌بندی شفاف و درج اطلاعات محصول بصورت دقیق و خوانا، قصد خرید مصرف‌کنندگان را تحت تأثیر قرار دهند. توجه به اطلاعات الزامی بسته‌بندی و همچنین ترکیبات محصول اهمیت خاصی در این زمینه دارد. نمایش شفاف بودن بسته‌بندی در تبلیغات محصول می‌تواند منجر به اعتماد مشتریان و افزایش احتمال خرید محصولات گردد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the effect of packaging transparency and information on purchase intention: the mediating role of consumer involvement (chocolate as a case study)

نویسندگان [English]

  • Omid Mahdieh 1
  • Vahideh Alipoor 2
  • Sakineh Mirzaei Kokhalo 3
1 Assistant Professor, Management Dept., Faculty of Humanities, University of Zanjan, Zanjan - Iran.
2 Associate Professor, Management Dept, Faculty of Humanities, University of Zanjan, Zanjan - Iran.
3 Master of Business Administration, Major in Marketing, University of Zanjan, Zanjan – Iran.
چکیده [English]

Due to the increase in competition in industries and markets, the importance of innovation and the use of new technologies in packaging has increased among competitors. In this regard, the current research has examined the effect of packaging transparency and information on consumer purchase intention with the mediating role of consumer involvement. The statistical population was the consumers of all kinds of chocolate in Karaj city. Convenience sampling method and questionnaire was used to collect data online (through Google Form). A total of 386 questionnaires were collected. The validity of the questionnaire was confirmed through content validity and its reliability through Cronbach alpha and composite reliability. Cronbach's alpha and composite reliability value for all variables was higher than 0.7. The content validity value for all variables was higher than 0.5. In order to test the hypotheses, the structural equation modeling approach and SmartPLS software were used. The findings showed that the packaging transparency and information have a significant effect on the consumer involvement and purchase intention. The mediating role of consumer involvement in the relationship between packaging transparency and consumer purchase intention was confirmed. Chocolate producers can influence consumers' purchase intention by using transparent packaging and inserting product information in an accurate and legible manner. Paying attention to the required information on the packaging as well as the ingredients of the product is particularly important in this field. Showing the transparency of packaging in product advertisements can lead to customers' trust and increase the probability of buying products.

کلیدواژه‌ها [English]

  • Packaging transparency
  • Packaging information
  • Consumer involvement
  • Purchase intention

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مطالعات رفتار مصرف‌کننده
دوره 12، شماره 3
بهمن 1404
صفحه 23-42

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