توسعه مقیاسی برای سنجش شفافیت بسته‌بندی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشگاه زنجان، زنجان، ایران

2 استادیار گروه علوم ورزشی دانشگاه زنجان، زنجان، ایران.

چکیده

بسته‌بندی یکی از عناصر مهم محصول در بازاریابی می‌باشد که تأثیر چشمگیری بر انتخاب و خرید محصولات دارد. از آنجایی که تقریباً تمام مطالعات این حوزه با روش آزمایشی انجام شده است، هدف تحقیق حاضر آن است تا با روشی نظام‌مند، مقیاسی را برای سنجش شفافیت بسته‌بندی تدوین کند تا پژوهشگران علاقمند بتوانند در مطالعات توصیفی ـ پیمایشی از آن بهره ببرند. مطالعة حاضر با روش آمیخته     (کیفی - کمّی) با استفاده از نظرات متخصصان حوزه بازاریابی و بسته‌بندی انجام شد. در مرحلة کیفی با استفاده از تحلیل محتوا، مفاهیم مرتبط با معنی بسته‌بندی شفاف از مطالعات مرتبط، استخراج شد. سپس پرسشنامه‌ای بصورت آن‌لاین طراحی شد و لینک آن در اختیار اعضای پنل قرار گرفت. در بخش کیفی، یازده مفهوم که بیانگر شفافیت بسته‌بندی بودند، استخراج شد که در نهایت نه گویه در بخش کمّی و در قالب پرسشنامه‌ مورد استفاده قرار گرفت. داده‌ها با استفاده از نرم‌افزارهای اس‌پی‌اس‌اس و اکسل تحلیل شد. در نهایت مناسب بودن گویه‌ها از طریق روش نسبت روایی محتوا (CVR) با استفاده از فرایند پیشنهادی لاوشه (1975) مورد بررسی قرار گرفت و پنج گویه، شرایط لازم را برای سنجش مفهوم شفافیت بسته‌بندی کسب کردند. این گویه‌ها به ترتیب به قابلیت مشاهدة محتویات بسته‌بندی، اعتماد به کیفیت محصول، تمایل به خرید، ترجیح دیدن محتویات بسته به تصویر روی بسته‌بندی، و ترجیح خرید محصول دارای بسته‌بندی شفاف مربوط می‌شوند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Development of a scale to measure packaging transparency

نویسندگان [English]

  • Omid Mahdieh 1
  • Ahmad Fallahi 2
1 Assistant professor, Management and Accounting Department, Faculty of Humanities, University of Zanjan, Zanjan, Iran.
2 Assistant Professor, Department of Sport Sciences, University of Zanjan, Zanjan, Iran.
چکیده [English]

Packaging is one of the important elements of the product in marketing, which has a significant effect on the selection and purchase of products. Packaging features are always changing and improving with the growth of technology to help sell more products. Packaging transparency is one of these features that has recently attracted the attention of researchers in the field of marketing and consumer behavior. Since almost all the studies in this field have been done with the experimental method, the aim of the current study is to develop a scale for measuring the packaging transparency in a systematic way so that interested researchers can use it in descriptive-survey studies. The present study was conducted with a mixed method (qualitative-quantitative) using the opinions of experts in the field of marketing and packaging. In the qualitative phase, using content analysis, concepts related to transparent packaging were extracted from related studies. Then an online questionnaire was designed and its link was provided to the panel members. In the qualitative phase, eleven concepts that expressed the meaning of packaging transparency were extracted, and finally nine items were used in the quantitative part in the form of a questionnaire. Data were analyzed using SPSS and Excel software. Finally, the appropriateness of the items was examined through the method of content validity ratio (CVR) using the process proposed by Lawshe (1975) and five items met the necessary conditions to measure the concept of packaging transparency. These items are related to the ability to view package contents (items 1 and 4), trust in product quality (item 2), purchase intention (item 3), and purchase preference (item 5). At the end, suggestions were made for producers and also the use of this scale in marketing studies.

کلیدواژه‌ها [English]

  • Product Packaging
  • Packaging Transparency
  • Consumer Behavior
  • Food Products
  • Marketing

Smiley face

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علوم و فنون بسته‌بندی
دوره 15، شماره 60 - شماره پیاپی 60
شماره پیا پی 60 زمستان 1403
اسفند 1403
صفحه 17-26

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سابقه مقاله

  • تاریخ دریافت: 07 آبان 1403
  • تاریخ بازنگری: 29 دی 1403
  • تاریخ پذیرش: 17 دی 1403
  • تاریخ انتشار: 20 اسفند 1403

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