شناسایی جامع اولویت ها و تحلیل رفتار خریداران ماهی بسته بندی در شهر تهران با استفاده مدل سازی معادلات ساختاری

نویسندگان
سکینه یگانه 1
سهیل ریحانی پول 2
1 استاد، گروه شیلات، دانشکده علوم دامی و شیلات، دانشگاه علوم کشاورزی و منابع طبیعی ساری، ساری، ایران
2 دانش آموخته دکتری تخصصی، گروه فراوری محصولات شیلاتی، دانشکده شیلات و محیط زیست، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، گرگان، ایران
10.22034/FSCT.21.147.1
چکیده
تولید و فروش پایدار کارخانجات فرآوری و بسته­بندی آبزیان، ارتباط تنگاتنگی با شناخت رفتار مصرف­کنندگان و ارزیابی اولویت­های خرید آن­ها دارد. چرا که فقط در صورت ارزیابی و تسلط بر موارد مذکور است که مراکز تولیدی می­توانند محصولی مطابق میل بازار تولید و بدین ترتیب بهره­وری پایدار و افزایش سود خود را تضمین کنند. هدف تحقیق حاضر نیز ارزیابی رفتار خریداران ماهیان بسته­بندی و شناسایی اولویت­های آن­ها جهت خرید محصول در شهر تهران بود. به همین منظور پرشسنامه­ای مبتنی بر فرضیات تحقیق طراحی و توسط جامعه آماری تکمیل شد. جامعه آماری پژوهش کل شهر تهران است که به صورت تصادفی 12 منطقه شهری جهت مطالعه میدانی با حجم نمونه 600 نفر انتخاب شدند. به منظور آزمون فرضیات و بررسی شدت رابطه بین گویه­ها، مدل مفهومی متناسب طراحی و توسط نرم­افزار لیزرل مورد تجزیه و تحلیل قرار گرفت. نتایج نشان داد که متغیرهای مشخصات بسته­بندی، گونه­های ماهی، مدل­های فرآوری، انواع عرضه و فاکتورهای کیفی به صورت معنی­داری بر سازه نگرش موثر بودند که در این بین متغیر کیفیت با ضریب اثر 31/0، بیشترین اثر را بر سازه نگرش داشت. مکان خرید نیز بر سازه کنترل رفتار درک­شده اثر معنی­داری ارائه کرد و فرض مرتبط به آن تائید شد. از بین سه سازه اصلی مدل (نگرش، هنجار و کنترل رفتار)، نگرش به مصرف با ضریب اثر 63/0، موثرترین سازه بر تصمیم به خرید و مصرف بود. در ادامه مشخص شد دو متغیر قیمت و دسترسی اثر معنی­داری بر سازه تصمیم به خرید ندارند و فرضیه­های مرتبط با آن­ها نیز رد شد. رتبه­بندی اولویت­های خرید شهروندان تهرانی در رابطه با گونه­های ماهی، گونه­های پرورشی، انواع عرضه، اوزان بسته، مدل­های فرآوری و اماکن خرید نشان داد که رتبه نخست به ترتیب مربوط ماهیان خلیج ­فارس، قزل­آلای رنگین­کمان، ماهی کامل شکم­خالی با سر، وزن 500 تا 700 گرم، شنیسل و فروشگاه­های عرضه مواد پروتئینی بود.
کلیدواژه‌ها
ماهی
بسته بندی
کیفیت
مدل فرآوری
نگرش

موضوعات

عنوان مقاله English

Comprehensive identification of priorities and behavior analysis of packaged fish buyers in Tehran city using structural equation modeling

نویسندگان English

Sakineh Yeganeh 1
Soheyl Reyhani Poul 2
1 Professor, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
2 PhD graduate, Department of Processing of Fishery Products, Faculty of Fisheries and Environment, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran
چکیده English

The purpose of this research was to evaluate the behavior of packaged fish buyers and to identify their priorities for purchasing the product in Tehran city. For this purpose, a questionnaire based on research assumptions was designed and completed by the statistical community. The statistical population of the research is the whole of Tehran city, that 12 urban areas were randomly selected for the field study with a sample size of 600 people. In order to test the hypotheses and examine the intensity of the relationship between the items, a proportional conceptual model was designed and analyzed by Lisrel software. Also, In order to evaluate and rank the priorities of the statistical population in relation to some of product characteristics, Friedman's test was used. The results showed that the variables of packaging characteristics, fish species, processing models, types of supply and quality factors were significantly effective on the attitude, while the quality variable with an effect coefficient of 0.31 had the greatest effect on the attitude. The purchase place also had a significant effect on the perceived behavior control and the hypothesis related to it was confirmed. Among the three main elements of the model, attitude towards consumption with an effect coefficient of 0.63 was the most effective element on the intention to buy. In the following, it was found that two variables, price and access, do not have a significant effect on the purchase decision, and the hypotheses related to them were also rejected. The ranking of purchase priorities of Tehrani citizens in relation to fish species, cultured species, types of supply, pack weights, processing models and shopping places showed that the first rank is related to Persian Gulf fish, rainbow trout, whole fish (empty stomach with head), weight of 500 to 700 grams, schnitzel and protein supply stores.

کلیدواژه‌ها English

Fish
packaging
Quality
Processing model
Attitude
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