بررسی تأثیر ویژگی‌های بسته‌بندی و کیفیت ادراک شده برند بر تمایل به پرداخت مصرف‌کنندگان با نقش تعدیل گر نوع مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشگاه محقق اردبیلی

2 دانش آموخته کارشناسی ارشد مدیریت بازرگانی دانشگاه محقق اردبیلی

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه محقق اردبیلی

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

موضوعات


عنوان مقاله [English]

Investigating the Effects of Packaging Features and Perceived Brand Quality on Consumers' Willingness to Pay With the Moderating Role of Customer Type

نویسندگان [English]

  • ghasem zarei 1
  • bagher asgarnezhad nuri 1
  • deniz refei 2
  • araz rashedi zahra 3
1 n
2 n
3 n
چکیده [English]

The purpose of this study is to investigate the effect of packaging features and perceived brand quality on consumers' willingness to pay with the role of customer type moderator. The descriptive-correlation method was used to conduct this research. The statistical population of the present study included all consumers of honey and jam in chain stores in Tehran in an unlimited number and based on Cochran's formula, the required sample size of 384 people was determined. The questionnaire used to examine the research variables, contained 46 questions and its reliability was confirmed by the Cronbach's alpha coefficient. The content validity of the questionnaire was confirmed by a group of university professors and its construct validity was confirmed by confirmatory factor analysis. Parametric inferential statistical methods such as the Kolmogorov-Smirnov test were used to ensure the normality of the data, and structural equation modeling and path analysis using the Amos software were employed to test the hypotheses. The most important research findings showed that packaging features have a positive effect on consumers' willingness to pay and the perceived brand quality. The perceived brand quality has a positive effect on consumers' willingness to pay, and the customer type has a moderating role in the relationship between packaging characteristics and consumers' willingness to pay.

کلیدواژه‌ها [English]

  • Packaging
  • Consumers' Willingness to Pay
  • Perceived Brand Quality
  • Customer Type
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