ارائه مدلی برای تبیین پیشایندهای قصد استفاده از ارتباطات توصیه‌ای الکترونیکی در خرید محصولات ارگانیک کشاورزی

نوع مقاله : مقالات پژوهشی

نویسندگان

• مصطفی زندی نسب ¹
• محمد غفاری ²

¹ گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران

² گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، ایران

https://doi.org/10.22067/jead.2021.72783.1087

چکیده

محصولات ارگانیگ و کشاورزی نقش مهمی در سبد غذایی افراد جامعه دارند و محصولات ارگانیک کشاورزی که به درستی فرآوری شده‌اند، در سلامت زندگی افراد بسیار مهم می‌باشند. اگر افراد جامعه‌ خواهان افزایش استفاده از این محصولات می‌باشند، می‌توانند از ارتباطات توصیه‌ای استفاده کنند تا این محصولات را به یکدیگر معرفی نمایند. با توجه به گسترش شبکه‌ها و رسانه‌های اجتماعی نقش ارتباطات توصیه‌ای الکترونیک در این زمینه بسیار حائز اهمیت شده است. این که ارتباطات توصیه‌ای در چه صورت توسط افراد پذیرفته می‌شود برای گسترش این محصولات تعیین‌‌کننده است، لذا در پژوهش حاضر پیشایندهای که بر قصد استفاده از ارتباطات توصیه‌ای الکترونیک در خرید محصولات ارگانیک می‌توانند تاثیرگذار باشند، بررسی شد. این پژوهش از نظر هدف، کاربردی و از نظر گردآوری داده‌ها، توصیفی می‌باشد. جامعه آماری در این پژوهش شامل کلیه مشتریان شرکت شاهدونه در سراسر کشور است که در دوره جمع‌آوری داده‌های پژوهش در بهمن و اسفند سال 1396 از مشتریان این شرکت بوده‌اند. روایی پ
محصولات ارگانیگ و کشاورزی نقش مهمی در سبد غذایی افراد جامعه دارند و محصولات ارگانیک کشاورزی که به درستی فرآوری شده‌اند، در سلامت زندگی افراد بسیار مهم می‌باشند. اگر افراد جامعه‌ خواهان افزایش استفاده از این محصولات می‌باشند، می‌توانند از ارتباطات توصیه‌ای استفاده کنند تا این محصولات را به یکدیگر معرفی نمایند. با توجه به گسترش شبکه‌ها و رسانه‌های اجتماعی نقش ارتباطات توصیه‌ای الکترونیک در این زمینه بسیار حائز اهمیت شده است. این که ارتباطات توصیه‌ای در چه صورت توسط افراد پذیرفته می‌شود برای گسترش این محصولات تعیین‌‌کننده است، لذا در پژوهش حاضر پیشایندهای که بر قصد استفاده از ارتباطات توصیه‌ای الکترونیک در خرید محصولات ارگانیک می‌توانند تاثیرگذار باشند، بررسی شد. این پژوهش از نظر هدف، کاربردی و از نظر گردآوری داده‌ها، توصیفی می‌باشد. جامعه آماری در این پژوهش شامل کلیه مشتریان شرکت شاهدونه در سراسر کشور است که در دوره جمع‌آوری داده‌های پژوهش در بهمن و اسفند سال 1396 از مشتریان این شرکت بوده‌اند. روایی پرسشنامه توسط خبرگان و روایی سازه سنجیده شد؛ ضریب آلفای کرونباخ جهت بررسی پایایی، تحلیل عاملی اکتشافی جهت کاهش متغیرهای پژوهش و به منظور خلاصه‌سازی داده‌های جمعیت شناختی از نرم‌افزار SPSS استفاده شد و جهت تحلیل عاملی تاییدی به منظور تایید ابعاد و گویه‌های پژوهش و بررسی فرضیه‌های پژوهش در مورد رد یا قبول آن‌ها از نرم‌افزار LISREL استفاده شد. یافته‌های پژوهش نشان داد که نگرش نسبت به ارتباطات توصیه‌ای الکترونیکی بر قصد استفاده از ارتباطات توصیه‌ای الکترونیکی در خرید محصولات ارگانیک کشاورزی تاثیرگذار است؛ همچنین، پیشایندهای قبل از نگرش نسبت به ارتباطات توصیه‌ای الکترونیکی شامل سرمایه اجتماعی در رسانه‌های اجتماعی و اعتماد در رسانه‌های اجتماعی است.
رسشنامه توسط خبرگان و روایی سازه سنجیده شد؛ ضریب آلفای کرونباخ جهت بررسی پایایی، تحلیل عاملی اکتشافی جهت کاهش متغیرهای پژوهش و به منظور خلاصه‌سازی داده‌های جمعیت شناختی از نرم‌افزار SPSS استفاده شد و جهت تحلیل عاملی تاییدی به منظور تایید ابعاد و گویه‌های پژوهش و بررسی فرضیه‌های پژوهش در مورد رد یا قبول آن‌ها از نرم‌افزار LISREL استفاده شد. یافته‌های پژوهش نشان داد که نگرش نسبت به ارتباطات توصیه‌ای الکترونیکی بر قصد استفاده از ارتباطات توصیه‌ای الکترونیکی در خرید محصولات ارگانیک کشاورزی تاثیرگذار است؛ همچنین، پیشایندهای قبل از نگرش نسبت به ارتباطات توصیه‌ای الکترونیکی شامل سرمایه اجتماعی در رسانه‌های اجتماعی و اعتماد در رسانه‌های اجتماعی است.

کلیدواژه‌ها

• ارتباطات توصیه‌ای الکترونیکی
• اعتماد
• سرمایه اجتماعی
• محصولات ارگانیک کشاورزی

20.1001.1.20084722.1401.36.1.5.2

موضوعات

• بازاریابی و تجارت محصولات کشاورزی

عنوان مقاله [English]

Presenting a Model for Explaining the Antecedents of Intention to Use Electronic Word of Mouth in Purchasing Organic Agricultural Products

نویسندگان [English]

• M. Zandi Nasab ¹
• M. Ghaffari ²

¹ Department of Business Management, Faculty of Management, University of Tehran, Iran

² Department of Business Management, Faculty of Management & Accounting, College of Farabi, University of Tehran

چکیده [English]

Introduction
 Organic agricultural products play an important role in the food basket of the community health development. Many researchers have proven that organic agricultural products are better and safer for human health, and unhealthy products are a threat for society. Increasing health problems and food-related diseases have made consumers to give more attention to these products purchase. There has been an increase in organic products popularity due to their health benefits and positive environmental impact.
Shahdone store is one of the natural, complete and organic products stores in the country that serves online and in person with the aim of providing healthy, complete and natural raw materials. Healthy nutrition and modification of consumption pattern towards healthy, whole and natural products is one of the main goals of this collection. The focus of the company is on online sales and trust plays an important role in this type of purchase. To improve the business and introduction of this type of trades in Iran, word of mouth, especially electronic word of mouth, are very important and since this study examines the antecedents of intention to use electronic word of mouth in purchasing organic agricultural products at Shahdone, it will be beneficial for the company. The study focused on organic agricultural products, which are useful for the development of Shahdone and similar companies operating in the field of agriculture, to understand consumers' intentions and attitudes toward word of mouth. Also, for people in the community whose health is important, this research can be effective in promoting organic products. Therefore, the present study investigates the impact of social capital dimensions and trust on social media, attitude toward electronic word of mouth and intention to use electronic word of mouth in purchasing organic products.
Materials and Methods
The statistical population of this study consisted of all consumers of organic agricultural products in Shahdone stores, who used the products of this company during the collection of research data in February of 2018. The population was considered unlimited and 476 samples were selected using available sampling method. To collect data, a questionnaire containing 42 questions was designed by reviewing the literature on research variables. Also, two questions were compiled to measure demographic variables (education, gender). To measure and confirm the validity of the questionnaire, content validity, construct validity were examined. In order to evaluate the content validity, a number of questionnaires were distributed among university professors and premiers. Sensibility and comprehensibility of the questions and the appropriateness of the variables were examined. Experts opinions were used to improve questionnaire questions. For construct validity, factor analysis was used in the form of measurement model. Cronbach alpha coefficient was used to assess the reliability of the questionnaire. According Cronbach alpha coefficient, the questionnaire has a satisfactory reliability. SPSS and LISREL statistical software were used to analyses the research data and test hypotheses.
Results and Discussion
 The findings of this study showed that attitudes toward electronic word of mouth are influential on the intention to use electronic word of mouth in purchasing organic agricultural products, on the other hand, there are some antecedents before obtaining attitudes toward electronic word of mouth which include; social capital in social media and trust in social media.
Conclusion
 The results of the first and third hypotheses of the study indicate that voluntary social media participation has an impact on competency and behavioral stability, but the second hypothesis was not confirmed. Social media engagement when it comes to the sense of altruism and volunteering to give information, it gradually builds the ability to influence people, so having people on social media and through social media can impact others. The results of hypotheses fourth, fifth and sixth indicate that adherence to social commitments in social media affects the competence of influencers, the honesty of reputable people and their behavioral stability. People who are committed to social commitment, including indicators of doing the right thing, observing fairness, performing social duties, and a sense of responsibility to the community can help and influence others as a worthy person. Hypothesis seventh states that collaboration in social media affects its competence. The eighth and ninth hypotheses were not confirmed. People who help others, and have expertise in organic products, can play a vital role in people health. The results of the tenth and eleventh hypotheses of ethical-cultural interactions in social media influenced the competence and honesty of reputable people, but the twelfth hypothesis of ethical-cultural interactions in social media did not support behavioral stability. Expanding the culture of using healthy products will allow more people to participate in organic products. One of the problems with organic products is the exaggeration of the benefits of organic products, which should be minimized by cultural planning for these products. Hypothesis thirteenth states that common values in social media influence the competence of influencer and fourteenth and fifteenth hypotheses were not confirmed. Having commonalities and closeness of ideas makes others more important to people. When people are close to each other, they are more concerned about others and try to pay more attention to the consequences of their suggestions. The results of hypotheses sixteenth, seventeenth, and eighteenth indicate that influential competence, honesty of reputable people, and respect for behavioral stability in social media influence attitudes toward electronic word of mouth. Hypothesis nineteenth states that attitude towards electronic word of mouth influenced intention to use electronic word of mouth in purchasing organic agricultural products, this hypothesis was confirmed. The emerging attitude towards electronic word of mouth led to intention to use electronic word of mouth. Organic farming, or acceptance of information by the individual, before purchase.

کلیدواژه‌ها [English]

• Electronic word of mouth
• Organic agricultural products
• Social capital
• Trust

مراجع

1. Alalwan A.A., Rana N.P., Dwivedi Y.K., and Algharabat R. 2017. Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics 34(7): 1177-1190.‏ https://doi.org/10.1016/j.tele.2017.05.008.
2. Amersdorffer D., Bauhuber F., and Oellrich J. 2012. The economic and cultural aspects of the social web: Implications for the tourism industry. Journal of Vacation Marketing 18(3): 175-184. https://doi.org/10.1177/1356766712449364.
3. Amore M.D. 2017. Social capital and family control. Explorations in Economic History, 65: 106-114. https://doi.org/10.1016/j.eeh.2016.06.001.
4. Arquero J.L., del Barrio-García S., and Romero-Frías E. 2017. What Drives Students' Loyalty-Formation in Social Media Learning Within a Personal Learning Environment Approach? The Moderating Role of Need for Cognition. Journal of Educational Computing Research 55(4): 495-525.‏ https://doi.org/10.1177/0735633116672056.
5. Ayeh J.K., Au N., and Law R. 2013. Predicting the intention to use consumer-generated media for travel planning. Tourism Management 35: 132-143. https://doi.org/10.1016/j.tourman.2012.06.010.
6. Belanche D., Casaló L. V., Flavián C., and Schepers J. 2014. Trust transfer in the continued usage of public e-services. Information & Management 51(6): 627-640. https://doi.org/10.1016/j.im.2014.05.016.
7. Carr J., Decreton L., Qin W., Rojas B., Rossochacki T., and wen Yang Y. 2015. Social media in product development. Food quality and preference 40: 354-364.‏ https://doi.org/10.1016/j.foodqual.2014.04.001.
8. Casaló L.V., Flavián C., and Guinalíu M. 2011. Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior 27(2): 622-633. https://doi.org/10.1016/j.chb.2010.04.013.
9. Chaichy B. 2009. Organic farming: Healthy soil, healthy plants, healthy people. Monthly Livestock, Farming and Industry 117(2): 49–50.
10. Cheung C.M., Lee M.K., and Rabjohn N. 2008. The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research 18(3): 229-247. https://doi.org/10.1108/10662240810883290.
11. Cheung C.M., Lee M.K., and Thadani D.R. 2009. The impact of positive electronic word-of-mouth on consumer online purchasing decision. In World Summit on Knowledge Society (pp. 501-510). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-04754-1_51.
12. Comrey A.L., and Lee H.B. 2013. A first course in factor analysis. Psychology Press. https://doi.org/10.4324/9781315827506.
13. FiBL/IFOM yearbook. 2021. The world of organic agriculture, Statistics and Emerging trend. Research Institute of Organic Agriculture FiBL. IFOAM- Organic International. Switzerland. Retrieved from: http:// www. Fibl.org.
14. Field J. 2007. Social Capital (Translated by Gholamreza Ghafari and Hossein Ramezani). Kavir. (In Persian)
15. Garosi, A. 2014. Mass Medias, social order and social capital, Police Order and Security 7(26): 87-106. (In Persian)
16. Gvili Y., and Levy, S. 2018. Consumer engagement with eWOM on social media: the role of social capital. Online Informatio Review 42(4): 482-505.‏ https://doi.org/10.1108/OIR-05-2017-0158.
17. Jun J., Kim J., and Tang L. 2017. Does social capital matter on social media? An examination into negative e-WOM toward competing brands. Journal of Hospitality Marketing & Management 26(4): 378-394.‏ https://doi.org/10.1080/19368623.2017.1251869.
18. Kaplan A.M., and Haenlein M. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53(1): 59-68.‏ https://doi.org/10.1016/j.bushor.2009.09.003.
19. Killian G., and McManus K. 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons 58(5): 539-549. https://doi.org/10.1016/j.bushor.2015.05.006.
20. Lu Y., Zhao L., and Wang B. 2010. From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications 9(4): 346-360. https://doi.org/10.1016/j.elerap.2009.07.003.
21. Munoz-Leiva F., Hernández-Méndez J., and Sánchez-Fernández J. 2012. Generalising user behaviour in online travel sites through the Travel 2.0 website acceptance model. Online Information Review 36(6): 879-902. https://doi.org/10.1108/14684521211287945.
22. Piran P. 2013. The conceptual and theoretical foundations of social capital. Elm. (In Persian)
23. Raheli H., and Sandoghi A. 2018. The effect of consumer’s quality of life on the intention to purchase organic cucumber in Tabriz city. Iranian Journal of Agricultural Economics and Development Research 49(2): 279-291. (In Persian) Doi: 22059/ijaedr.2017.234588.668437.
24. Ramayah T., and Suki N.M. 2006. Intention to use mobile PC among MBA students: implications for technology integration in the learning curriculum. UNITAR e-Journal 2(2): 30-39.
25. Ranjbarshamsi H., Omidi Najafabadi M., and Hosseini S.J.F. 2016. Factors Influencing Consumers' Attitudes toward Organic Agricultural Products. Journal of Agricultural & Food Information 17(2-3): 110-119. https://doi.org/10.1080/10496505.2016.1176574.
26. Sandoghi A., Yadavar H., Raheli H., and Haring A.M. 2019. Identifying and Explaining the Driving Factors of Organic Agricultural Products Market Development, Iranian Journal of Agricultural Economics and Development Research 50(2): 295-310. (In Persian). Doi: 22059/ijaedr.2019.264988.668652.
27. Schermelleh-Engel K., Moosbrugger H., and Müller H. 2003. Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online 8(2): 23-74.‏
28. Smith D., Menon S., and Sivakumar K. 2005. Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing 19(3): 15-37. https://doi.org/10.1002/dir.20041.
29. Teng S., Khong K.W., Chong A.Y.L., and Lin B. 2017. Examining the impacts of electronic word-of-mouth message on consumers’ attitude. Journal of Computer Information Systems 57(3): 238-251. https://doi.org/10.1080/08874417.2016.1184012.
30. Wang T., Yeh R.K.J., Chen C., and Tsydypov Z. 2016. What drives electronic word-of-mouth on social networking sites? Perspectives of social capital and self-determination. Telematics and Informatics 33(4): 1034-1047. https://doi.org/10.1016/j.tele.2016.03.005.
31. Yang H.D., and Yoo Y. 2004. It's all about attitude: revisiting the technology acceptance model. Decision Support Systems 38(1): 19-31. https://doi.org/10.1016/S0167-9236(03)00062-9.
32. Yazdan Panah M., and Taghi Beygi M. 2018. Demand analysis for organic fruits in Boroujerd county, using of heath beliefs Model. Iranian Journal of Agricultural Economics and Development Research 49(2): 239-250. (In Persian). Doi: 22059/ijaedr.2018.67674.
33. Zainal N.T.A., Harun A., and Lily J. 2017. Examining the mediating effect of attitude towards electronic words-of mouth (eWOM) on the relation between the trust in eWOM source and intention to follow eWOM among Malaysian travellers. Asia Pacific Management Review 22(1): 35-44. https://doi.org/10.1016/j.apmrv.2016.10.004.
34. Zarei Matin H., Mohamadiyan B., and Modaresi S. 2016. Social Capital Management. Mehraban. (In Persian)
35. Zhao X., Zhao X., Deng S., Deng S., Zhou Y., and Zhou Y. 2017. The impact of reference effects on online purchase intention of agricultural products: The moderating role of consumers’ food safety consciousness. Internet Research 27(2): 233-255. https://doi.org/10.1108/IntR-03-2016-0082.