تبیین الگوی مصرف و ارزیابی رفتار خریداران و مصرف کنندگان کنسرو ماهی تن در استان مازندران با استفاده از نظریه رفتار برنامه ریزی شده

نویسندگان
سهیل ریحانی پول 1
سکینه یگانه 2
شبنم حقیقت خواجوی 3
محمد خلیلی 4
1 مدرس دانشگاه علوم کشاورزی و منابع طبیعی ساری (حق التدریس)
2 استاد، گروه شیلات، دانشکده علوم دامی و شیلات، دانشگاه علوم کشاورزی و منابع طبیعی ساری، ساری، ایران.
3 استادیار، گروه علوم و صنایع غذایی، دانشکده کشاورزی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
4 دانشآموخته کارشناسی، گروه شیالت، دانشکده علوم دامی و شیالت، دانشگاه علوم کشاورزی و منابع طبیعی ساری، ساری، ایران
10.22034/FSCT.22.158.15
چکیده
هدف تحقیق حاضر مطالعه الگوی خرید و مصرف کنسرو ماهی تن در استان مازندران با استفاده از نظریه رفتار برنامه­ریزی­شده بود. به همین منظور پس از تعیین فرضیات تحقیق، پرشسنامه­ای متناسب طراحی و توسط جامعه آماری تکمیل شد. جامعه آماری پژوهش، کل استان مازندران بود که به صورت تصادفی 10 شهر جهت مطالعه میدانی با حجم نمونه 600 نفر انتخاب شدند. به منظور آزمون فرضیات و بررسی شدت رابطه بین گویه­های آن­ها، مدل مفهومی متناسب طراحی و با استفاده از نرم­افزار لیزرل (روش مدل­سازی معادلات ساختاری) مورد تجزیه و تحلیل قرار گرفت. مطابق یافته­ها، حدود 60 درصد خانوارهای جامعه آماری سالیانه 10 تا 12 عدد قوطی کنسرو ماهی تن خریداری و مصرف می­کردند. برند، سایز 150 تا 180 گرم و همچنین هایپرمارکت­ها جزو اولویت­های اول جامعه آماری پیرامون سه شاخص ویژگی­های بسته­بندی، سایز و اماکن خرید بودند. نتایج اجرای مدل مفهومی پژوهش در دو حالت استاندارد و معنی­داری نشان داد که فقط فرضیه اثرگذاری معنی­دار ریسک درک­شده بر هنجارهای ذهنی رد و سایر فرضیات تائید شدند. مطابق نتایج، از بین سه متغیر برند، کیفیت و مشخصات بسته­بندی، برند کنسرو ماهی تن با ضریب تاثیر 52/0 بیشترین اثر را بر نگرش خریداران داشت. در ادامه مشخص شد اثرگذاری سودمندی درک­شده بر هنجارهای ذهنی (56/0) بیشتر از درآمد (43/0) است. مطابق یافته­ها، قیمت کنسرو ماهی تن با ضریب اثر 41/0، متغیر تبلیغات و آموزش با ضریب اثر 32/0 و متغیر اماکن خرید با ضریب اثر 24/0 به صورت معنی­داری بر سازه کنترل رفتار درک­شده موثر بودند. از بین سازه­های نگرش، هنجارهای ذهنی و کنترل رفتار درک­شده، موثرترین سازه بر تصمیم به خرید و مصرف کنسرو ماهی تن، نگرش بود (با ضریب اثر 47/0). خروجی چنین مطالعاتی به مسئولین مرتبط با اقتصاد شیلاتی و سلامت جامعه به ترتیب در تعیین راهبردهای مناسب جهت افزایش بهره­وری و حفظ سلامت جمعیت کمک شایانی خواهد کرد.
کلیدواژه‌ها
فرآورده های دریایی
نظریه رفتار برنامه ریزی شده
بسته بندی
برند
مازندران

موضوعات

عنوان مقاله English

Explaining the pattern of consumption and evaluating behavior of canned tuna buyers and consumers in Mazandaran province using the theory of planned behavior

نویسندگان English

Soheyl Reyhani Poul 1
Sakineh Yeganeh 2
Shabnam Haghighat khajavi 3
Mohammad Khalili 4
1 Lecturer at Sari University of Agricultural Sciences and Natural Resources
2 Professor, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
3 Assistant professor, Department of Food Science and Technology, Faculty of Agricultural Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Bachelor graduate, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
چکیده English

The purpose of this research was to study the buying and consumption pattern of canned tuna in Mazandaran province using the theory of planned behavior. For this purpose, after determining the research hypotheses, a suitable questionnaire was designed and completed by the statistical community. The statistical population of the research was the entire Mazandaran province that 10 cities were randomly selected for field study with a sample size of 600 people. In order to test the hypotheses and examine the intensity of the relationship between their items, an appropriate conceptual model was designed and analyzed using Lisrel software. According to the findings, about 60% of the households of the statistical population bought and consumed 10 to 12 cans of canned tuna every year. Brand, size 150 to 180 grams, as well as hypermarkets were among the first priorities of the statistical community regarding the three indicators of packaging characteristics, size and shopping places. The results of running the research conceptual model in two modes, standard and significant, showed that only the hypothesis of a significant effect of perceived risk on subjective norms was rejected and other hypotheses were confirmed. According to the results, among the three variables of brand, quality and packaging specifications, canned tuna brand had the greatest effect on buyers' attitudes with an impact factor of 0.52. In the following, it was found that the effect of perceived usefulness on subjective norms (0.56) is more than income (0.43). According to the findings, the price of canned tuna with an effect coefficient of 0.41, advertising and education variable with an effect coefficient of 0.32, and shopping places variable with an effect coefficient of 0.24 were significantly effective on the perceived behavior control element…

کلیدواژه‌ها English

Marine products
Theory of planned behavior
packaging
Brand
Mazandaran
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