بازاریابی دیجیتال محصولات کشاورزی: عوامل مؤثر بر تمایل مصرف‌کنندگان در ارومیه، ایران

مجله اقتصاد و توسعه کشاورزی

دوره 39، شماره 2 - شماره پیاپی 67، تیر 1404، صفحه 164-151   

نوع مقاله: مقالات پژوهشی به زبان انگلیسی

شناسه دیجیتال (DOI): 10.22067/jead.2025.91586.1325

نویسندگان

مرتضی مولائی^{* 1}؛ معصومه رشیدقلم²؛ باقر حسین‌پور³

¹گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه ارومیه، ارومیه، ایران

²گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران

³بخش اقتصادی-اجتماعی، مرکز تحقیقات کشاورزی و منابع طبیعی استان آذربایجان غربی، ارومیه، ایران

چکیده

با توجه به رشد شتابان پلتفرم‌های دیجیتال و تغییر بنیادین روش‌های بازاریابی، بررسی میزان تمایل مصرف‌کنندگان به استفاده از بازارهای دیجیتال در بخش کشاورزی از اهمیت ویژه‌ای برخوردار است. این مطالعه به بررسی عوامل مؤثر بر تمایل مصرف‌کنندگان به استفاده از بازاریابی دیجیتال محصولات کشاورزی در شهر ارومیه می‌پردازد. داده‌ها از طریق پرسشنامه ساختاریافته از ۳۸۵ پاسخ‌دهنده جمع‌آوری و با استفاده از مدل رگرسیون لوجیت تحلیل شدند. نتایج نشان می‌دهد که مفید بودن، سهولت استفاده، اعتماد، کیفیت اطلاعات و تأثیر اجتماعی به‌طور معنادار و مثبتی بر تمایل مصرف‌کنندگان تأثیر دارند. همچنین، عوامل جمعیت‌شناختی نظیر سن (با اثر منفی)، سطح تحصیلات و درآمد (هر دو با اثر مثبت) نقش مهمی ایفا می‌کنند. تجربه قبلی خرید آنلاین یکی از مهمترین عوامل تاثیرگذار بر تمایل می‌باشد و حساسیت به قیمت تأثیر منفی نسبتاً معناداری دارد. این مطالعه با ارائه شواهد تجربی از یک کشور در حال توسعه و مدل جامعی برای درک رفتار مصرف‌کننده در بازاریابی دیجیتال کشاورزی، به ادبیات موجود کمک می‌کند. از جمله پیامدهای این مطالعه برای بازاریابان می‌توان به طراحی پلتفرم‌های کاربرپسند، اولویت دادن به سازوکارهای ایجاد اعتماد و تدوین راهبردهای متناسب با ویژگی‌های جمعیت‌شناختی مختلف اشاره کرد.

کلیدواژه‌ها

ارومیه؛ بازاریابی دیجیتال؛ محصولات کشاورزی؛ نیت مصرف‌کننده

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