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بررسی تأثیر ویژگیهای بستهبندی و کیفیت ادراک شده برند بر تمایل به پرداخت مصرفکنندگان با نقش تعدیل گر نوع مشتری | ||
فصلنامه علمی علوم و فنون بسته بندی | ||
دوره 12، شماره 46، شهریور 1400، صفحه 53-63 اصل مقاله (465.97 K) | ||
نوع مقاله: مقاله پژوهشی | ||
نویسندگان | ||
قاسم زارعی* 1؛ باقر عسگرنژاد نوری1؛ دنیز رافعی2؛ آراز راشدی زهرا3 | ||
1دانشیار گروه مدیریت بازرگانی دانشگاه محقق اردبیلی | ||
2دانش آموخته کارشناسی ارشد مدیریت بازرگانی دانشگاه محقق اردبیلی | ||
3دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه محقق اردبیلی | ||
تاریخ دریافت: 06 مرداد 1400، تاریخ بازنگری: 17 شهریور 1400، تاریخ پذیرش: 26 مهر 1400 | ||
چکیده | ||
هدف از انجام این تحقیق، بررسی تأثیر ویژگیهای بستهبندی و کیفیت ادراک شده برند بر تمایل به پرداخت مصرفکنندگان با نقش تعدیلگر نوع مشتری است. از روش توصیفی- همبستگی برای انجام این تحقیق استفاده شده است. جامعه آماری تحقیق حاضر شامل کلیة مصرفکنندگان عسل و مربا در فروشگاههای زنجیرهای در شهر تهران به تعداد نامحدود بودند که براساس فرمول کوکران، حجم نمونه لازم همه 384 نفر تعیین شدند. برای بررسی متغیرهای تحقیق از ابزار پرسشنامه دارای 46 سوال استفاده شد. پایایی پرسشنامهها بهوسیله ضریب آلفای کرونباخ تایید شد، روایی محتوایی پرسشنامهها توسط جمعی از اساتید دانشگاه و روایی سازه آنها توسط تحلیل عاملی تأییدی مورد تأیید قرار گرفت. از روشهای آمار استنباطی از نوع پارامتریک، از قبیل آزمون کولموگروف اسمیرنف برای اطمینان از نرمال بودن دادهها و مدل معادلات ساختاری و تحلیل مسیر به کمک نرمافزار Amos جهت آزمون فرضیهها استفاده شد. مهمترین یافتههای تحقیق نشان داد که؛ ویژگیهای بستهبندی بر تمایل به پرداخت مصرفکنندگان تأثیر مثبت دارد، ویژگیهای بستهبندی بر کیفیت ادراک شده برند تأثیر مثبت دارد، همچنین کیفیت ادراک شده برند بر تمایل به پرداخت مصرفکنندگان تأثیر مثبت دارد و نوع مشتری در رابطه بین ویژگیهای بستهبندی و تمایل به پرداخت مصرفکنندگان نقش تعدیلگر دارد. | ||
کلیدواژهها | ||
بستهبندی؛ تمایل به پرداخت مصرفکنندگان؛ کیفیت ادراک شده برند؛ نوع مشتری | ||
مراجع | ||
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آمار تعداد مشاهده مقاله: 348 تعداد دریافت فایل اصل مقاله: 155 |