بررسي تأثير ويژگي‌هاي بسته‌بندي و كيفيت ادراك شده برند بر تمايل به پرداخت مصرف‌كنندگان با نقش تعديل گر نوع مشتري

Investigating the Effects of Packaging Features and Perceived Brand Quality on Consumers' Willingness to Pay With the Moderating Role of Customer Type

ﻫﺪف از اﻧﺠﺎم اﯾﻦ ﺗﺤﻘﯿﻖ، ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ وﯾﮋﮔﯽ ﻫﺎي ﺑﺴﺘﻪ ﺑﻨﺪي و ﮐﯿﻔﯿﺖ ادراك ﺷﺪه ﺑﺮﻧﺪ ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﭘﺮداﺧﺖ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﺑﺎ ﻧﻘﺶ ﺗﻌﺪﯾﻠﮕﺮ ﻧﻮع ﻣﺸﺘﺮي اﺳﺖ. از روش ﺗﻮﺻﯿﻔﯽ- ﻫﻤﺒﺴﺘﮕﯽ ﺑﺮاي اﻧﺠـﺎم اﯾـﻦ ﺗﺤﻘﯿـﻖ اﺳـﺘﻔﺎده ﺷـﺪه اﺳـﺖ . ﺟﺎﻣﻌـﻪ آﻣـﺎري ﺗﺤﻘﯿـﻖ ﺣﺎﺿـﺮ ﺷـﺎﻣﻞ ﮐﻠﯿـﮥ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﻋﺴﻞ و ﻣﺮﺑﺎ در ﻓﺮوﺷﮕﺎه ﻫﺎي زﻧﺠﯿﺮه اي در ﺷﻬﺮ ﺗﻬﺮان ﺑﻪ ﺗﻌﺪاد ﻧﺎﻣﺤﺪود ﺑﻮدﻧﺪ ﮐﻪ ﺑﺮاﺳﺎس ﻓﺮﻣﻮل ﮐـﻮﮐﺮان، ﺣﺠـﻢ ﻧﻤﻮﻧـﻪ ﻻزم ﻫﻤﻪ 384 ﻧﻔﺮ ﺗﻌﯿﯿﻦ ﺷﺪﻧﺪ. ﺑﺮاي ﺑﺮرﺳﯽ ﻣﺘﻐﯿﺮ ﻫﺎي ﺗﺤﻘﯿﻖ از اﺑﺰار ﭘﺮﺳﺸﻨﺎﻣﻪ داراي 46 ﺳﻮال اﺳﺘﻔﺎده ﺷﺪ. ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ ﺑﻪ وﺳﯿﻠﻪ ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﺗﺎﯾﯿﺪ ﺷﺪ، رواﯾﯽ ﻣﺤﺘﻮاﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ ﺗﻮﺳﻂ ﺟﻤﻌﯽ از اﺳﺎﺗﯿﺪ داﻧﺸﮕﺎه و رواﯾﯽ ﺳﺎزه آﻧﻬﺎ ﺗﻮﺳﻂ ﺗﺤﻠﯿـﻞ ﻋـﺎﻣﻠﯽ ﺗﺄﯾﯿـﺪي ﻣـﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. از روش ﻫﺎي آﻣﺎر اﺳﺘﻨﺒﺎﻃﯽ از ﻧﻮع ﭘﺎراﻣﺘﺮﯾﮏ، از ﻗﺒﯿﻞ آزﻣﻮن ﮐﻮﻟﻤﻮﮔﺮوف اﺳﻤﯿﺮﻧﻒ ﺑﺮاي اﻃﻤﯿﻨﺎن از ﻧﺮﻣـﺎل ﺑـﻮدن داده ﻫـﺎ و ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺗﺤﻠﯿﻞ ﻣﺴﯿﺮ ﺑﻪ ﮐﻤﮏ ﻧﺮم اﻓﺰار Amos ﺟﻬﺖ آزﻣﻮن ﻓﺮﺿﯿﻪ ﻫﺎ اﺳﺘﻔﺎده ﺷﺪ. ﻣﻬﻢ ﺗﺮﯾﻦ ﯾﺎﻓﺘﻪ ﻫﺎي ﺗﺤﻘﯿﻖ ﻧﺸﺎن داد ﮐـﻪ؛ وﯾﮋﮔﯽ ﻫﺎي ﺑﺴﺘﻪ ﺑﻨﺪي ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﭘﺮداﺧﺖ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ دارد، وﯾﮋﮔﯽ ﻫﺎي ﺑﺴﺘﻪ ﺑﻨﺪي ﺑﺮ ﮐﯿﻔﯿﺖ ادراك ﺷﺪه ﺑﺮﻧـﺪ ﺗـﺄﺛﯿﺮ ﻣﺜﺒـﺖ دارد، ﻫﻤﭽﻨﯿﻦ ﮐﯿﻔﯿﺖ ادراك ﺷﺪه ﺑﺮﻧﺪ ﺑﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﭘﺮداﺧﺖ ﻣﺼﺮف ﮐﻨﻨـﺪﮔﺎن ﺗـﺄﺛﯿﺮ ﻣﺜﺒـﺖ دارد و ﻧـﻮع ﻣﺸـﺘﺮ ي در راﺑﻄـﻪ ﺑـ ﯿﻦ وﯾﮋﮔـ ﯽ ﻫـﺎ ي ﺑﺴﺘﻪ ﺑﻨﺪي و ﺗﻤﺎﯾﻞ ﺑﻪ ﭘﺮداﺧﺖ ﻣﺼﺮف ﮐﻨﻨﺪﮔﺎن ﻧﻘﺶ ﺗﻌﺪﯾﻠﮕﺮ دارد.

he purpose of this study is to investigate the effect of packaging features and perceived brand quality on consumers' willingness to pay with the role of customer type moderator. The descriptive-correlation method was used to conduct this research. The statistical population of the present study included all consumers of honey and jam in chain stores in Tehran in an unlimited number and based on Cochran's formula, the required sample size of 384 people was determined. The questionnaire used to examine the research variables, contained 46 questions and its reliability was confirmed by the Cronbach's alpha coefficient. The content validity of the questionnaire was confirmed by a group of university professors and its construct validity was confirmed by confirmatory factor analysis. Parametric inferential statistical methods such as the Kolmogorov-Smirnov test were used to ensure the normality of the data, and structural equation modeling and path analysis using the Amos software were employed to test the hypotheses. The most important research findings showed that packaging features have a positive effect on consumers' willingness to pay and the perceived brand quality. The perceived brand quality has a positive effect on consumers' willingness to pay, and the customer type has a moderating role in the relationship between packaging characteristics and consumers' willingness to pay.