تأثير بسته‌بندي شفاف برتمايل به خريد مصرف‌كننده (مورد مطالعه: غلات و حبوبات در فروشگاه‌هاي زنجيره‌اي رفاه شهر ساوه)

The Impact of Transparent Packaging on the Consumer Willingness to Purchase (Case Study of Cereals in Refah Chain Shops of Saveh)

ﺗﻤﺎﯾﻞ ﻣﺸﺘﺮي ﺑﺮاي ﺧﺮﯾﺪ ﮐﺎﻻ ﺑﻪ ﻋﻮاﻣﻞ ﻣﺘﻌﺪدي ﺑﺴﺘﮕﯽ دارد. ﯾﮑﯽ از ﻣﻬﻢ ﺗﺮﯾﻦ ﻣﺤﺮك ﻫﺎي اﺛﺮﮔﺬار ﺑـﺮ ﺗﻤﺎ ﯾـ ﻞ ﺑـﻪ ﺧﺮ ﯾـ ﺪ در ﻣﺮﺣﻠـﻪ ﻓـﺮوش، ﺑﺴﺘﻪ ﺑﻨﺪي اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ ﺗﺄﺛﯿﺮ ﺑﺴﺘﻪ ﺑﻨﺪي ﺷﻔﺎف ﺑﺮﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺼﺮف ﮐﻨﻨﺪه )ﻣﻮرد ﻣﻄﺎﻟﻌﻪ ﻣﺤﺼﻮل ﻏﻼت و ﺣﺒﻮﺑﺎت در ﻓﺮوﺷـﮕﺎه ﻫـﺎ ي زﻧﺠﯿﺮه اي رﻓﺎه ﺷﻬﺮ ﺳﺎوه( را ﺑﺮرﺳﯽ ﻣﯽ ﮐﻨﺪ. ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدي ﻣﯽ ﺑﺎﺷﺪ. داده ﻫﺎ ﺑﻪ وﺳﯿﻠﻪ روش آﻣﺎري ﻣﺪل ﯾﺎﺑﯽ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮم اﻓﺰارﻫﺎي SPSS24 و 80.LISREL8 ﭘﺮدازش ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ، ﺑﯿﺎﻧﮕﺮ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎدار ﺷﻔﺎﻓﯿﺖ ﺑﺴﺘﻪ ﺑﻨﺪي ﺑـﺮ ﺷـﺎد ي و ﻟﺬت درك ﺷﺪه، ﺗﺎزﮔﯽ درك ﺷﺪه، ﮐﯿﻔﯿﺖ درك ﺷﺪه، ﻧﻮآوري درك ﺷﺪه و ﺟﺬاﺑﯿﺖ درك ﺷﺪه ﻣﯽ ﺑﺎﺷﺪ. ﻫﻤﭽﻨﯿﻦ ﻧﺘﺎﯾﺞ آزﻣﻮن ﺗﺤﻠﯿـ ﻞ ﻣﺴـ ﯿﺮ ﻧﯿﺰ ﺣﺎﮐﯽ از آن اﺳﺖ ﮐﻪ ﺷﻔﺎﻓﯿﺖ ﺑﺴﺘﻪ ﺑﻨﺪي ﻣﺤﺼﻮﻻت از ﻣﺴﯿﺮﻫﺎي ﺷﺎدي و ﻟﺬت درك ﺷﺪه، ﺗﺎزﮔﯽ درك ﺷﺪه، ﮐﯿﻔﯿﺖ درك ﺷـﺪه، ﻧـﻮآور ي درك ﺷﺪه و ﺟﺬاﺑﯿﺖ درك ﺷﺪه ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﺮﯾﺪ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن اﺛﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارﻧﺪ.

The consumer's intention to buy depends on several factors. Packaging is one of the most important motivations that affect the consumer's intention to purchase. The purpose of this study is to evaluate the effectiveness of transparent packaging on consumer purchases of cereals in Refah chain shops of Saveh. The type of study is applied research. The data were collected through questionnaires, and processed using the statistical methods of structural equation modeling by SPSS24 and LISREL8.80 software. The results show the positive and significant impact of packaging transparency on the joy, pleasure, novelty, quality, innovation, and attractiveness perceived by the consumer, and as a result on the overall tendency of the consumers to purchase.