تأثیر عوامل زیبایی‌شناختی بسته‌بندی کالا بر قصد خرید مصرف کننده(مورد مطالعه: مشتریان محصول ماست در شهر همدان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

2 استادیار دانشگاه آزاد دانشکده ولیعصر تهران جنوب، تهران، ایران

3 دانشجوی کارشناسی ارشد گروه مدیریت دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا ، تهران، ایران

چکیده

محصولات غذایی بسته‌بندی‌شده‌ی متنوعی در حال حاضر در سوپرمارکت‌ها موجود است که انتخاب مصرف‌کننده را افزایش داده است. علاوه‌بر‌این، رقابت بین محصولات غذایی بسته‌بندی‌شده نیز افزایش یافته است و یکی از روش‌های مؤثری که شرکت‌ها با کمک آن می‌توانند خود را از رقبای موجود در بازار متمایز کنند، بسته‌بندی است. یکی از شیوه‌های ایجاد تمایز از طریق بسته‌بندی، وجود جنبه‌های زیبایی‌شناختی در بسته‌بندی است. هدف از پژوهش حاضر بررسی تأثیر عوامل زیبایی‌شناختی بسته‌بندی محصول (رنگ بسته‌بندی، مواد بسته‌بندی، سبک فونت، طراحی بسته‌بندی و اطلاعات چاپی) بر قصد‌ خرید مصرف‌کننده است. پژوهش حاضر از نظر هدف کاربردی و از از نظر روش توصیفی ـ همبستگی است. جامعه‌ی آماری این پژوهش تمامی خریداران و مصرف‌کنندگان محصولات ماست در سطح شهر همدان است،. در این میان 384 نفر از آنان با استفاده از جدول کوکران و به روش نمونه‌گیری در دسترس انتخاب شدند. ابزار گردآوری اطلاعات پرسش‌نامه آنلاین است که روایی آن از طریق روایی محتوا و روایی سازه (همگرایی و واگرایی) مورد سنجش قرار گرفته است. همچنین جهت سنجش پایایی از آلفای کرونباخ و پایایی ترکیبی (سازه‌ای) استفاده شده است. تجزیه و تحلیل داده‌های پژوهش با استفاده از روش معادلات ساختاری و با نرم‌افزار آماری SPSS و SMART- PLS انجام پذیرفت و نتایج نشان می‌دهد که بسته‌بندی محصول تأثیر قابل‌‌توجهی بر قصد خرید مصرف‌کننده دارد. همچنین مشخص شد که سبک فونت بسته‌بندی بیشترین تأثیر را بر قصد خرید مصرف‌کننده دارد و به دنبال آن اطلاعات چاپی بسته‌بندی، مواد بسته‌بندی، طراحی بسته‌بندی و رنگ بسته‌بندی قرار دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Aesthetic Factors of Product Packaging on Consumer Purchase Intention (Case of Study: Customers of Yogurt Product in Hamadan City)

نویسندگان [English]

  • masomeh hoseinzadeh shahri 1
  • fatemeh moshkdaniyan 2
  • elham gomar 3
1 masomeh hoseinzadeh shahri, Associate Professor, Department of Management, Alzahra University, Tehran, Iran.
2 Fatemeh Meshkadianian Assistant Professor Azad University, Valiasr College, South Tehran
3 MS. Student, management Department faculty of social sciences and economics, Alzahra University, Tehran, Iran
چکیده [English]

A variety of packaged food products are now available in supermarkets, which has increased consumer choice. In addition, the competition between packaged food products has also increased, and one of the effective methods by which companies can differentiate themselves from competitors in the market is packaging. One of the methods of creating differentiation through packaging is the presence of aesthetic aspects in packaging. The purpose of this research is to investigate the effect of product packaging aesthetic factors (packaging color, packaging material, font style, packaging design and printed information) on consumer purchase intention. The current research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population of this research is all the buyers and consumers of yogurt products in Hamedan. The sample size of 384 was determined using Cochran's table and the samples were selected using convenience sampling method. The data collection tool was an online questionnaire whose validity has been measured through content validity and construct validity (convergence and divergence). Cronbach's alpha and composite (structural) reliability have also been used to measure reliability. The analysis of the research data was done using the structural equation method and SPSS and SMART-PLS statistical software, and the results show that the product packaging has a significant effect on the consumer's purchase intention. It was also found that the packaging font style has the greatest impact on the consumer's purchase intention, followed by packaging printed information, packaging materials, packaging design and packaging color.

کلیدواژه‌ها [English]

  • Packaging Aesthetics
  • Packaging
  • Purchase Intention
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