بازاریابی دیجیتال محصولات کشاورزی: عوامل مؤثر بر تمایل مصرف‌کنندگان در ارومیه، ایران

نوع مقاله : مقالات پژوهشی به زبان انگلیسی

نویسندگان

مرتضی مولائی ¹

معصومه رشیدقلم ²

باقر حسین‌پور ³

¹ گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه ارومیه، ارومیه، ایران

² گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه تبریز، تبریز، ایران

³ بخش اقتصادی-اجتماعی، مرکز تحقیقات کشاورزی و منابع طبیعی استان آذربایجان غربی، ارومیه، ایران

https://doi.org/10.22067/jead.2025.91586.1325

چکیده

با توجه به رشد شتابان پلتفرم‌های دیجیتال و تغییر بنیادین روش‌های بازاریابی، بررسی میزان تمایل مصرف‌کنندگان به استفاده از بازارهای دیجیتال در بخش کشاورزی از اهمیت ویژه‌ای برخوردار است. این مطالعه به بررسی عوامل مؤثر بر تمایل مصرف‌کنندگان به استفاده از بازاریابی دیجیتال محصولات کشاورزی در شهر ارومیه می‌پردازد. داده‌ها از طریق پرسشنامه ساختاریافته از ۳۸۵ پاسخ‌دهنده جمع‌آوری و با استفاده از مدل رگرسیون لوجیت تحلیل شدند. نتایج نشان می‌دهد که مفید بودن، سهولت استفاده، اعتماد، کیفیت اطلاعات و تأثیر اجتماعی به‌طور معنادار و مثبتی بر تمایل مصرف‌کنندگان تأثیر دارند. همچنین، عوامل جمعیت‌شناختی نظیر سن (با اثر منفی)، سطح تحصیلات و درآمد (هر دو با اثر مثبت) نقش مهمی ایفا می‌کنند. تجربه قبلی خرید آنلاین یکی از مهمترین عوامل تاثیرگذار بر تمایل می‌باشد و حساسیت به قیمت تأثیر منفی نسبتاً معناداری دارد. این مطالعه با ارائه شواهد تجربی از یک کشور در حال توسعه و مدل جامعی برای درک رفتار مصرف‌کننده در بازاریابی دیجیتال کشاورزی، به ادبیات موجود کمک می‌کند. از جمله پیامدهای این مطالعه برای بازاریابان می‌توان به طراحی پلتفرم‌های کاربرپسند، اولویت دادن به سازوکارهای ایجاد اعتماد و تدوین راهبردهای متناسب با ویژگی‌های جمعیت‌شناختی مختلف اشاره کرد.

کلیدواژه‌ها

ارومیه

بازاریابی دیجیتال

محصولات کشاورزی

نیت مصرف‌کننده

موضوعات

• بازاریابی و تجارت محصولات کشاورزی

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عنوان مقاله English

Digital Agricultural Marketing: Determinants of Consumer Engagement Intentions in Urmia, Iran

نویسندگان English

M. Molaei ¹

M. Rashidghalam ²

B. Hosseinpour ³

¹ Department of Agricultural Economics, Faculty of Agriculture, Urmia University, Urmia, Iran

² Department of Agricultural Economics, Faculty of Agriculture, University of Tabriz, Tabriz, Iran

³ Agricultural Research, Education and Extension Organization (AREEO), Agricultural and Natural Resources Research and Educational Center, Urmia, Iran

چکیده English

Abstract
The importance of understanding consumer engagement with digital marketing in agriculture is highlighted by the rapid evolution of digital platforms, which are transforming traditional marketing approaches. This study investigates the factors influencing consumer intentions to engage with digital marketing of agricultural products in Urmia, Iran. Data were collected from 385 respondents through a structured questionnaire and analyzed using a logistic regression model. Results indicate that perceived usefulness, perceived ease of use, trust, information quality, and social influence positively and significantly impact engagement intentions. Demographic factors such as age (negatively), education level, and income (both positively) also play significant roles. Notably, prior online purchase experience emerged as a strong predictor of engagement intention, while price sensitivity showed a marginally significant negative effect. The study contributes to the literature by providing empirical evidence from a developing country context and offering a comprehensive model for understanding consumer behavior in digital agricultural marketing. Implications for marketers include developing user-friendly platforms, prioritizing trust-building mechanisms, and tailoring strategies to different demographic segments.

کلیدواژه‌ها English

Agricultural products

Consumer intentions

Digital marketing

Urmia

©2025 The author(s). This is an open access article distributed under Creative Commons Attribution 4.0 International License (CC BY 4.0).

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