بررسی اثر تجانس خودپنداره، همسالان، خانواده، و جنسیت بر تمایل به مصرف و مصرف واقعی لبنیات

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، دانشکده علوم انسانی، دانشگاه گیلان، رشت، ایران

2 گروه مدیریت، دانشگاه آزاد اسلامی واحد نجف‌آباد، اصفهان، ایران

3 دانشکده علوم انسانی، دانشگاه گیلان، رشت، ایران

چکیده

هدف: این مطالعه به بررسی عوامل موثر بر تمایل به مصرف و مصرف واقعی لبنیات در میان نوجوانان دختر و پسر می‌پردازد.
روش: این پژوهش از روش توصیفی-پیمایشی بهره می‌گیرد و از لحاظ هدف کاربردی است. داده‌های تحقیق با استفاده از پیمایشی‌ روی نوجوانان شهر اصفهان (بین 13 تا 18 سال) جمع‌آوری گردید. اطلاعات جمع‌آوری شده از 150 دختر و100 پسر با پرسشنامه‌ای متشکل‌ از 39 سوال هفت-گزینه‌ای، با روش مدل‌یابی معادلات ساختاری و نرم‌افزارهای Smart-PLS تحلیل شد.
یافته‌ها: بین تجانس تصویر واقعی، تجانس تصویر ایده‏آل، تجانس تصویر اجتماعی، اثر همسالان، اثر خانواده، آگاهی و تجانس کارکردی با تمایل به مصرف لبنیات و همچنین این تمایل بر مصرف واقعی آن رابطه مثبت و مستقیم وجود دارد. نقش تعدیل‌گری جنسیت نیز مورد تأیید است. نقش تجانس خودپنداره ایده‌ال و واقعی و همچنین تاثیر والدین بر رفتار دختران نوجوان قویتر است. در حالی که رفتار پسران (در مقایسه با دختران) بیشتر تحت تاثیر همسالان قرار دارد.
نتیجه‌گیری: برای بهبود میزان مصرف لبنیات در نوجوانان باید به نقش آگاهی، عناصر تصویری مصرف، والدین و گروه همسالان، عناصر کارکردی محصولات لبنی و همچنین تفاوت‏های رفتاری در نوجوانان دختر و پسر توجه نمود.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Effect of Self-Congruence, Peers, Parents and Gender on Intention to and Actual Consumption of Dairy Products

نویسندگان [English]

  • Azadeh Kazeminia 1
  • Mahbube Ghaderi 2
  • Saeed Moradipoor 3
1 Faculty of Humanities, University of Guilan, Rash, Iran
2 Department of Management, Islamic Azad University, Najaf-abad Branch, Isfahan, Iran
3 University of Guilan, Rash, Iran
چکیده [English]

Objective: This study investigates the factors affecting the tendency to consume and actual consumption of dairy products.
Method: A structural equation model was proposed on the relationships among various constructs including self-congruence (real, actual and functional), awareness, parents, peers and gender. A sample of teenage girls (n=150) and boys (n=100) in Isfahan was surveyed and the collected data was analyzed using Smart PLS software.
Findings: Actual self-congruence, ideal-self congruence, social-self congruence, peers, family, awareness, and functional congruence positively influence adolescents’ intention to and actual consumption of dairy products. The data also lends credence to the moderating role of gender whereby, the tendency to achieve ideal and actual self congruency was stronger among girls. They are also more influenced by their parents. On the other hand, boys are more prone to be affected by their peers.
Result: In order to improve the level of dairy consumption among teenagers, awareness, image-related elements, parents and peers, functional aspects of diary products, and gender-related behavioral differences needs to be taken into consideration.

کلیدواژه‌ها [English]

  • Teenager
  • Dairy Consumption
  • Self-Congruity Theory

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چشم انداز مدیریت بازرگانی
دوره 20، شماره 45 - شماره پیاپی 78
اردیبهشت 1400
صفحه 169-195

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سابقه مقاله

  • تاریخ دریافت: 14 مهر 1400
  • تاریخ بازنگری: 29 آذر 1400
  • تاریخ پذیرش: 01 دی 1400

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