تبیین پیشایندهای قصد خرید محصولات کشاورزی ارگانیک با تمرکز بر نقش تصویر فروشگاهی (مورد مطالعه: فروشگاه بیونشان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

2 استادیار گروه مدیریت صنعتی و مالی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

هدف از پژوهش حاضر ارایه مدلی برای تبیین پیشایندهای قصد خرید محصولات کشاورزی ارگانیک با تمرکز بر نقش تصویر فروشگاهی بود. پژوهش از نظر هدف، کاربردی و از نظر نحوه گردآوری داده‌ها، توصیفی است. جامعه آماری پژوهش کلیه مصرف‌کنندگان محصولات کشاورزی ارگانیک فروشگاه‌های بیونشان در شهر تهران بودند که در دوره جمع‌آوری داده‌ها (فروردین 1398) از محصولات این شرکت استفاده ‌کرده‌اند. 384 نفر به­عنوان نمونه و به روش نمونه‌گیری دردسترس انتخاب شدند. روایی محتوا، روایی سازه و روایی همگرا برای پرسشنامه بررسی شد. برای بررسی پایایی از ضریب آلفای کرونباخ استفاده شد، که این ضریب برای کل پرسشنامه 787/0 به­دست آمد. نتایج پژوهش نشان داد تصویر قیمتی، تصویر برند و ریسک درک شده بر تصویر فروشگاهی محصولات کشاورزی ارگانیک تاثیر معنادار داشت. همچنین، تصویر فروشگاهی بر کیفیت درک شده و ارزش درک شده این محصولات تاثیرگذار بود و کیفیت درک شده بر ارزش درک شده و قصد خرید محصولات کشاورزی ارگانیک تاثیر معنادار داشت. در نهایت، ارزش درک شده بر قصد خرید محصولات کشاورزی ارگانیک تاثیر معنادار داشت. بنابراین، تصویر فروشگاهی و تصویر برند با کاهش ریسک درک شده مشتریان می‌تواند باعث افزایش سهم بازار شرکت شده و با ارایه قیمت پایین‌تر مصرف‌کنندگان را به سمت این محصولات سوق دهد.

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