نقش مسئولیت اجتماعی شرکت ها در تصمیم خرید مصرف کنندگان بازار در حال اشباع شرکت های موادغذایی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکدة علوم انسانی، دانشگاه گیلان، رشت، ایران

2 استادیار گروه مدیریت، دانشکدة علوم انسانی، دانشگاه گیلان، رشت، ایران

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکدة علوم انسانی، دانشگاه گیلان، رشت، ایران

چکیده

از تکنیک‎های مؤثر در عصر حاضر و در بازارهای درحال اشباع، با توجه به اهداف بازاریابی ارزش‌محور، توسعة مفهوم مسئولیت‎ اجتماعی شرکت در کالبد محصولات و خدمات است. هدف پژوهش حاضر، بررسی تأثیر مسئولیت‎ اجتماعی شرکت بر نحوة تصمیم‎گیری مصرف‎کنندگان در بازار درحال اشباع شرکت‎های مواد غذایی است. این پژوهش از نظر هدف کاربردی، از نظر روش، توصیفی و از نوع پیمایشی است. جامعة آماری، مصرف‎کنندگان محصولات مواد غذایی اعم از محصولات لبنی، گوشتی و انجمادی در استان گیلان است. حجم نمونه برابر با 199 نفر است. جهت گردآوری داده‌‌ها، از پرسشنامة استاندارد و روش‌های کتابخانه‌ای و میدانی استفاده شد. برای تحلیل داده‌‌ها از آزمون‌های سنجش نرمال‌بودن داده‌‌ها و تحلیل عاملی تأییدی و مدل معادلات ساختاری، در نرم‌افزارهای LISREL و SPSS استفاده شده است. نتایج بیانگر آن است که مسئولیت‎ اجتماعی شرکت در بازارهای درحال اشباع مواد غذایی، هم مستقیم و هم با میانجی‎گری عامل ترفیع، بر تصمیم‌گیری خرید مصرف‌کننده تأثیرگذار است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The role of corporate social responsibility on consumer decision making in the food maturing market

نویسندگان [English]

  • Reza Esmaeilpour 1
  • Mohammad Dostar 2
  • Shima Soltani 3
1 Associate Prof., Faculty of Management, University of Guilan, Rasht, Iran
2 Assistant Prof., Faculty of Management, University of Guilan, Rasht, Iran
3 MSc. Student, Faculty of Business Management, University of Guilan, Rasht, Iran
چکیده [English]

Nowadays in growing and mature markets, one of the most efficient techniques is making diffrentiation. This distinction is achieved by developing the concept of corporate social responsibility (CSR) in products and services. Consequently, the aim of this study is to evaluate the impact of CSR on consumer decision making in the food maturing market. The companies in this market produce frozen, meat and dairy product. This research is an applied descriptive- survey study. The study populations are consumer's food products including dairy, meat and frozen products. Also the sample size was 199. Data was collected from the questionnaire and  survey and library methods were also used. For data analysis, tests were used to assess data normality and confirmatory factor and structural equation modeling in LISREL and SPSS. The results indicate that corporate social responsibility in the food maturing markets, both directly and through mediated promotion, has an impact on consumer decision making. However, direct effect of this agent is stronger than the indirect effect.

کلیدواژه‌ها [English]

  • consumer decision making
  • Corporate social responsibility
  • mature market
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