عوامل مؤثر بر قصد خرید شکلات توسط مصرف‌کنندگان

مجله اقتصاد و توسعه کشاورزی

دوره 38، شماره 2 - شماره پیاپی 63، تیر 1403، صفحه 168-155   

نوع مقاله: مقالات پژوهشی به زبان انگلیسی

شناسه دیجیتال (DOI): 10.22067/jead.2024.84285.1218

نویسندگان

مهکامه خواموشی یزدی؛ علیرضا کرباسی^*

گروه اقتصاد کشاورزی، دانشکده کشاوزی، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

این پژوهش با هدف بررسی انگیزه‌ها و نگرش‌های مصرف‌کنندگان به انتخاب شکلات و تأثیر آن بر قصد خرید انجام شد. برای این منظور با استفاده از مدل معادلات ساختاری تأثیر متغیرهای سلامت، خلق و خو، کنترل وزن، شکلات‌گرایی، حسی، بسته‌بندی، قیمت و اعتماد به برند بر قصد خرید شکلات بررسی شده است. نتایج این تحقیق حاکی از آن است که تنها متغیر خلق تأثیر مثبت و معناداری بر اعتیاد به شکلات دارد. همچنین متغیرهای اعتماد برند، بسته‌بندی و قیمت بر قصد خرید شکلات تأثیر مثبت، مستقیم و معناداری دارند. متغیرهای خلق و خو و بسته‌بندی با تفاوت زیادی تأیید شده‌اند که نشان می‌دهد این دو عامل از نظر مصرف‌کننده بسیار مهم هستند. بنابراین روحیه مصرف‌کنندگان می‌تواند تأثیر بسزایی در مصرف شکلات داشته باشد. علاوه بر این، بسته‌بندی جذاب این قابلیت را دارد که توجه مصرف‌کنندگان را به خود جلب کند و اطلاعات مهمی را در مورد محصول از جمله طعم، مواد تشکیل دهنده و ارزش غذایی منتقل کند. همچنین اکثر مصرف‌کنندگان محصولات شکلات را از برندهای مورد اعتماد خود خریداری می‌کنند، بنابراین در این مورد معمولاً برندهای معروف و معتبر دارای مزیت هستند، حساسیت قیمت در گروه‌های مصرف‌کننده متفاوت است. این عوامل اغلب به هم مرتبط هستند و اهمیت آنها ممکن است بسته به ترجیحات فردی، جمعیت‌شناسی و روند بازار متفاوت باشد.

کلیدواژه‌ها

انگیزه انتخاب؛ شکلات؛ قصد خرید؛ نگرش

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