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بررسی عوامل مؤثر بر قصد خرید آنلاین محصولات کشاورزی تازه | ||
| تحقیقات اقتصاد و توسعه کشاورزی ایران | ||
| دوره 56، شماره 1، فروردین 1404، صفحه 91-106 اصل مقاله (1.38 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/ijaedr.2025.385877.669333 | ||
| نویسندگان | ||
| بهاره زندی دره غریبی* ؛ علیرضا کرباسی؛ مهشید رجب زاده | ||
| گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران | ||
| چکیده | ||
| بخش کشاورزی بهعنوان یکی از مهمترین بخشهای اقتصادی در توسعه و ثبات اقتصادی، سیاسی، داخلی و بینالمللی یکی از بازارهای بهکارگیری شیوههای نوین برای خرید و فروش محصولات خود است. علیرغم ظرفیتهای ایجاد شده در فضای مجازی و اینترنت، بسیاری از مشتریان به علت عدم اعتماد کافی خرید حضوری را بر خرید آنلاین ترجیح میدهند. لذا مطالعه حاضر با استفاده از نظریه رفتار برنامهریزی شده و الگوسازی معادلات ساختاری به بررسی عوامل مؤثر بر قصد خرید آنلاین محصولات کشاورزی تازه پرداخته است. اطلاعات موردنیاز از طریق ﺗﻜﻤﻴﻞ پرسشنامه و مصاحبه حضوری با 130 نفر از مصرفکنندگان ساکن شهر مشهد با استفاده از روش نمونهگیری گلوله برفی در سال 1402 جمعآوری گردید. نتایج نشان داد متغیرهای کیفیت، هنجار ذهنی، کنترل رفتار درک شده و نگرش بر قصد خرید آنلاین محصولات کشاورزی تازه تأثیر مثبت و معنادار دارند. همچنین متغیر قیمت بر قصد خرید آنلاین محصولات کشاورزی تازه تأثیر منفی و معنادار دارد. با در نظر گرفتن پارامترهای برآورد شده نگرش، هنجار ذهنی و کیفیت درک شده با ضرایب 41/0 و 24/0، 22/0 به ترتیب مهمترین عوامل مؤثر برقصد خرید آنلاین میباشند. لذا با توجه به ویژگیهای محصولات کشاورزی تازه از جمله فسادپذیری، استفاده از بستهبندی مناسب و تحویل بهموقع اقلام تازه میتواند در حفظ کیفیت درک شده محصولات اثر بسیاری داشته باشد. همچنین با توجه به تأثیر مثبت نگرش بر قصد خرید آنلاین محصولات کشاورزی تازه، انتشار اطلاعات در مورد مزایای خرید آنلاین و محصولات کشاورزی در حال معامله که به مصرفکننده فرصت مقایسه محصولات مختلف را میدهد، میتواند راهی برای پرورش نگرش مثبت مصرفکنندگان باشد. | ||
| کلیدواژهها | ||
| قصد خرید آنلاین؛ محصولات کشاورزی تازه؛ رفتار برنامهریزی شده | ||
| مراجع | ||
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