بازخوانی مفهوم درگیری ذهنی مصرف‌کننده بر انتخاب برند از طریق عناصر زیبایی‌شناختی بسته‌بندی در محصولات شرکت‌های تعاونی تولیدی شهر اصفهان

حسینی طالخونچه, زهره السادات; کاظمی, علی

بازخوانی مفهوم درگیری ذهنی مصرف‌کننده بر انتخاب برند از طریق عناصر زیبایی‌شناختی بسته‌بندی در محصولات شرکت‌های تعاونی تولیدی شهر اصفهان

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

² دانشیار، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

چکیده

در عصر کنونی افزایش دغدغه‌های ذهنی مصرف‌کنندگان و ظهور برندهای مختلف مواد غذایی فرایند انتخاب کالا را برای مشتریان دشوار کرده است. در این میان آنچه محصول غذایی یک شرکت را از سایر برندها متفاوت می‌کند، تولید بسته‌بندی با مشخصه‌های زیباشناسانه است که بر طبق مشغولیت ذهنی مصرف‌کننده طراحی شده باشد و با برانگیختن احساسات مثبت افراد انتخاب‌های آنان را جهت‌دهی کند. در این پژوهش سعی شده است به بررسی تأثیر مفهوم درگیری ذهنی مصرف‌کننده بر انتخاب برند از طریق عناصر زیبایی‌شناختی بسته‌بندی پرداخته شود. مشتریان شرکت‌های تعاونی شهر اصفهان جامعه‌ی آماری پژوهش حاضر را تشکیل می‌دهند. برای پاسخ‌گویی به فرضیات پژوهش از روش مدلسازی معادلات ساختاری بهره گرفته شد. نتایج گویای آن است که درگیری ذهنی مصرف‌کننده اثر مثبت و مستقیمی بر عناصر زیبایی‌شناختی بسته‌بندی دارد. به‌عبارت‌دیگر، ‌ برانگیخته‌شدن حالات شناختی و عاطفی در مصرف‌کنندگان به‌واسطه‌ی وجود عناصر زیبایی‌شناختی در بسته‌بندی موجب جذابیت و شناخت بهتر برند از سایرکالاها شده و انتخاب‌های مشتریان را رقم می‌زند. همچنین، نتایج پژوهش به اثر مثبت و مستقیم درگیری ذهنی مصرف‌کننده بر انتخاب برند اشاره دارد که نشان می‌دهد، ابعاد پنج‌گانه‌ی درگیری ذهنی با تأثیر بر نگرش و ذهنیت مثبت افراد انتخاب برند مشتریان را تحت‌تأثیر قرار می‌دهند. تأثیرگذاری مثبت و مستقیم عناصر زیبایی‌شناختی بسته‌بندی (رنگ و تصویرنگاری) بر انتخاب برند نیز به اثبات رسید.

کلیدواژه‌ها

20.1001.1.22286675.1403.15.57.1.0

موضوعات

طراحی بسته بندی

عنوان مقاله [English]

Revisiting the Concept of Consumer Mental Involvement in Brand Choice Through the Aesthetic Elements of Packaging in the Products of Production Cooperative Companies in Isfahan City

نویسندگان [English]

Zohreh Alsadat Hosseini Talekhoncheh ¹
Ali Kazemi ²

¹ Master of Business Administration, Marketing major, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

² Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

چکیده [English]

In today's competitive food industry, consumers face a plethora of choices, making the decision-making process increasingly challenging. To differentiate their products, companies are turning to aesthetically designed packaging that engages consumers and influences their purchasing decisions. This study investigates the relationship between consumer mental Involvement and brand choice, mediated by aesthetic elements of packaging. The research sample comprises customers of cooperative companies in Isfahan City, Iran. Structural equation modeling (SEM) was employed to test the hypotheses. The findings reveal a positive and direct effect of consumer mental involvement on aesthetic elements of packaging. In other words, stimulating cognitive and emotional states in consumers through aesthetically pleasing packaging enhances brand attractiveness and recognition, thereby influencing their choices. Additionally, the results indicate a positive and direct effect of consumer mental Involvement on brand choice, suggesting that the five dimensions of mental Involvement influence brand choice by shaping consumers' perceptions and attitudes. Furthermore, the study confirms the positive and direct impact of the aesthetic elements of packaging (color and imagery) on brand choice.

کلیدواژه‌ها [English]

Consumer Mental Involvement
Aesthetics
Packaging
Brand Choice

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