کاربرد مدل معادلات ساختاری در بررسی عوامل مؤثر بر خرید محصول گوشت قرمز بسته‌بندی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه اقتصاد کشاورزی دانشگاه آزاد اسلامی واحد رودهن، رودهن، تهران

2 گروه اقتصاد کشاورزی دانشگاه تربیت مدرس، تهران، ایران

3 دانشجوی دکتری گروه اقتصاد کشاورزی دانشگاه تهران، تهران ، ایران

چکیده

در دنیای رقابتی امروز مشتریان در کانون اصلی توجه تولیدکنندگان قرار دارند و رضایت‌مندی آنها عامل اصلی کسب مزیت رقابتی تولیدکنندگان است. بنابراین محصولات تولیدی باید مطابق با مزایای مورد انتظار مصرف­کنندگان باشد. در این راستا شناخت ابعاد مختلف گرایش خریدار ضروری است. با توجه به این مهم، ﻫﺪف پژوهش ﺣﺎﺿﺮ، بررسی و شناسایی عوامل مؤثر بر خرید گوشت قرمز بسته­بندی از دیدگاه مصرف­کنندگان در میادین میوه و تره بار شهرداری تهران است. در این راستا با شناسایی دو دسته عوامل درونی (رنگ، میزان چربی، طعم و مزه) و بیرونی (قیمت، شکل بسته­بندی، محل تولید، وزن بسته­ها، سلامت و بهداشت)، بررسی این عوامل در قالب یک مدل مفهومی صورت پذیرفت. جهت بررسی و تجزیه­وتحلیل داده‌ها، از مدل‌سازی معادلات ساختاری (SEM) و تحلیل مسیر به کمک نرم‌افزار LISREL استفاده شده است. ﻧﺘﺎﻳﺞ ﻧﺸﺎن داد ﻛﻪ که میان عوامل درونی و عوامل بیرونی با ارزش ادراکی و کیفیت ادراکی مصرف­کنندگان از محصولات، رابطه مثبت و معنی­داری وجود دارد. همچنین، رتبه­بندی عوامل درونی نشانگر اهمیت میزان چربی در گوشت قرمز است. در بین عوامل بیرونی نیز سلامت و بهداشت بسته­ها و قیمت دارای بالاترین تأثیر می‌باشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Application of Structural Equation Modeling in Investigating Factors which affect the Purchase of Packaged Red Meat Products

نویسندگان [English]

  • S. Salari 1
  • Mohammad Ali Asaadi 2
  • M. Bahrami 3
1 PH.D. Candidate, Department of Agricultural Economics, Islamic Azad University of Rudehen, Iran
2 PH.D. Candidate, Department of Agricultural Economics, faculty of Agriculture, Tarbiat Modares University, Tehran, Iran
3 PH.D. Student, Department of Agricultural Economics, faculty of Agriculture, Tehran University, Tehran, Iran
چکیده [English]

In today's competitive world, customers are the main focus of manufacturers' attention, and their satisfaction is the main factor in creating competitive advantages for manufacturers. Therefore, manufactured products must be in accordance with the expected benefits of consumers. In this regard, it is necessary to know the different dimensions of the buyer's tendency. Hence, the aim of this research is to investigate and identify the factors influencing the purchase of packaged red meat from the consumer point of view in the fruit and vegetable marts of Tehran municipality. In this regard, by identifying two categories of internal (color, amount of visible fat, taste) and external factors (price, packaging shape, place of production, package size, health), the examination of these factors was done in the form of a conceptual model. To examine and analyze the data, structural equation modeling (SEM) and path analysis were used with the help of LISREL software. The results showed that there is a positive and significant relationship between internal and external factors with consumers' perceived value and perceived quality of products. Also, the ranking of internal factors indicates the importance of fat content in red meat. Among external factors, the health and hygiene of packages and the price have the highest impacts.

کلیدواژه‌ها [English]

  • Structural Equation Modeling
  • Consumer Choice
  • Purchase Decision
  • Red Meat
  • Tehran

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علوم و فنون بسته‌بندی
دوره 13، شماره 52 - شماره پیاپی 52
شماره پیاپی 52 زمستان1401
اسفند 1401
صفحه 11-19

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سابقه مقاله

  • تاریخ دریافت: 06 آبان 1401
  • تاریخ بازنگری: 23 آبان 1401
  • تاریخ پذیرش: 10 دی 1401
  • تاریخ انتشار: 01 اسفند 1401

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