تأثير نشانگرهاي حسي بر تمايل به خريد مشتريان محصولات ارگانيك با نقش ميانجي اخلاق¬مداري برند (مورد مطالعه: مشتريان محصولات ارگانيك نفس)

The Effect of Sensory Cuess on Customers' Willingness to Buy with the Mediating Role of Consumer Perceived Brand Ethicality (Case Study: Nafas Customers of Organic Products)

توجه به ­حفظ محيط‌ زيست امري لازم است و عدم توجه، موجب بروز خسران به انسان‌ها و محيط مي‌گردد. تفكر خريد محصولات سبز، ‌موجب شده تا مردم در مورد نوع محصولاتي كه خريداري مي‌نمايند، بازنگري نموده و محصولاتي را انتخاب كنند كه به محيط ‌زيست آسيب كمتري برساند. هدف از پژوهش حاضر بررسي تأثير نشانگرهاي حسي بر تمايل به خريد مشتريان با نقش ميانجي‌ اخلاق‌ مداري برند از ديدگاه مصرف‌كننده (مورد مطالعه: مشتريان محصولات ارگانيك نفس) در شهر مشهد بوده است. اين پژوهش از حيث هدف كاربردي و از نظر ماهيت توصيفي – پيمايشي است. جامعه ‌آماري پژوهش كليه­ مشتريان و مصرف‌كنندگان محصولات ارگانيك نفس كه به شعبه­ هاي عرضه محصولات در شهر مشهد مراجعه كرده‌اند، مي ­باشد. نمونه آماري براساس قاعده 5-10 برابر تعداد گويه­ ها (براساس نرم افزار پي ال اس)، 192 نفر مشخص شد كه پرسشنامه ­ها به روش نمونه­ گيري غيرتصادفي در دسترس بين آنان توزيع گرديد. روايي محتواي پرسشنامه­ به تأييد جمعي از اساتيد و خبرگان رسيد و جهت سنجش پايايي پرسشنامه­ ها از آلفاي كرونباخ استفاده شد كه مقدار آن 0/825 برآورد گرديد و تأييد شد. تحليل داده ­ها با نرم­ افزار PLS3 و شاخص GOF، 0/468 انجام شد. نتايج حاكي از تأثير مثبت اخلاق‌مداري برند بر تمايل به خريد مشتريان مي‌باشد و اخلاق‌مداري برند نقش مثبت و ميانجي بر تأثيرگذاري نشانگرهاي حسي بر تمايل به خريد مشتريان داشت. اما‌ تأثير نشانگر حسي ديداري برتمايل به خريد مشتريان محصولات ارگانيك نفس رد شد.

Introduction: Environmental pollution and the increase of pollutants affect the reduction in quality and health of the people and concerns society and organizations more than ever. Consideration and importance of environmental protection is considered a necessity and the lack of attention and systematic action will cause damage to humans and the environment. Thinking and buying movement of green and organic products has led the world population to review the types of products they buy and choose which lead to picking less environmental harmful products. This has led to the tendency of the community to consume and buy healthy products as well as the creation of a competitive ground for the companies and organizations for producing organic and green products. People's emotions and moods can affect their purchase positively or negatively. If people are going shopping with feelings like passion and pleasure, they do more to satisfy the needs of pleasure. An important external factor in the purchase of customers is the purchase location. The shopping centre environment affects the understanding of the customer by sensory attributes. The auditory perception and touch sense are important for the impact on vendors and marketers and to encourage customer activity and behavior. The aim of this study is to investigate the impact of sensory attributes on the willingness to purchase by customers with mediating role of brand orbital ethics from consumer perspective (study: Nafas customers of organic products) in Mashhad city. Method: This study is applicable in terms of purpose and in terms of descriptive - survey nature. Statistical population is all customers and consumers of organic products, who have applied to the branches supply in Mashhad city, chosen by random sampling and non - random sampling, the base 10 - 5 times the number of questions for structural equations of 192 questionnaires were collected. In this study the content validity of questionnaire was confirmed by experts and respected professors of the management group. Reliability of the questionnaire was approved by cronbach's alpha 0 / 825. Data analysis has been done by structural equation modeling techniques with PLS3 and GOF index of 0. 468. Result: The results show the positive effect of brand loyalty on customers' willingness to buy and brand equity has a positive and mediator role on the impact of sensory attributes on customers' propensity to purchase. But the impact of the visual sensory marker on consumers' desire to buy Nafas organic products has been rejected. Hypothesis Path coefficient Standard deviation t-value Result 1 0/525 0/047 11/115 Significant 2 0/725 0/020 35/638 Significant 3 0/349 0/051 6/774 Significant 4 0/064 0/047 1/358 unSignificant 5 0/244 0/061 4/016 Significant 6 0/541 0/034 15/677 Significant Conclusion: Suggestion include Given that brand products are commoditized and tangible, consumers may be more focused on tactile sensitivity and their effectiveness which comes from the touch of the commodity based on the results of other hypotheses. On the other hand, listening to the experiences of other customers can also influence people's willingness to buy. It is suggested that the goods be arranged so that customers can easily see the goods and easily identify and purchase the self-brand among the organic product brands. It is recommended to enhance the brightness of the store environment and inform consumers of the changes or environmental changes in product mix through advertising and product labeling. It is suggested that mild music be used to soothe the breath shop space. an‎d also applying acoustic insulation to the walls would reduce inappropriate noise outside the store. Restoration and refurbishment of the shop floor is also very effective in increasing customer satisfaction. It is suggested to focus on improving the touch communication of the product, which increases the satisfaction and therefore the desire to purchase more. In-store products can be contracted as a sample for customers to feel confident in purchasing with the touch of a product type. As the company relates more closely to the customer's culture and social commitment, it can influence customer sentiment and profit through customer mouth-to-mouth advertising on products. Self-brand responsibility is also accessible through employee interaction with customers. These include talking to employees and each other as well as with clients and providing guidance on properties, especially new products, to inform the customer.