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مدل طراحی فرهنگ محور در بسته بندی صنایع دستی و نقش آن بر شکلگیری نگرش مصرف کننده | ||
برنامه ریزی و توسعه گردشگری | ||
مقاله 7، دوره 13، شماره 50، شهریور 1403، صفحه 157-179 اصل مقاله (914.58 K) | ||
نوع مقاله: علمی-پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/jtpd.2024.27370.3903 | ||
نویسندگان | ||
زهرا یاوری* 1؛ فاطمه مازوچی2 | ||
1استادیار گروه مدیریت- دانشگاه شیخ بهایی اصفهان- ایران | ||
2دانش آموخته ارشد مدیریت بازاریابی گردشگری ، مدیریت، دانشگاه شیخ بهایی، اصفهان، ایران | ||
تاریخ دریافت: 19 مرداد 1403، تاریخ بازنگری: 07 مهر 1403، تاریخ پذیرش: 09 شهریور 1403 | ||
چکیده | ||
زمینه و هدف: صنایعدستی بهعنوان سرمایه ملی و فرهنگی ما ایرانیان در سطح بینالملل شناخته میشود. صنایعدستی تداعیکننده آداب و رسوم، باورهای اجتماعی و فرهنگی مردم ایران است. طراحی بستهبندی ای که فاکتورهای هویتی و فرهنگی در آن لحاظ شده باشد به ارزش صنایعدستی میافزاید. این پژوهش تاثیر مدل طراحی فرهنگ محور بر نگرش مصرف کننده نسبت به بسته بندی صنایع دستی را مورد بررسی قرار میدهد. روش شناسی: این پژوهش از لحاظ هدف، کاربردی و از لحاظ ماهیت و روش، توصیفی است. جامعهآماری کل ایرانیان علاقهمند به صنایعدستی میباشند. حجم نمونه ۴۱۶ نفر میباشد. دادهها بوسیله پرسشنامه پژوهشگر ساخته و روش نمونهگیری دردسترس استفاده شد. برای سنجش اعتبار پرسشنامه از روش آلفای کرونباخ، پایایی ترکیبی، روایی واگرا و روایی همگرا استفاده گردید. روش تحلیل دادهها مدلسازی معادلات ساختاری است که با نرمافزارهای آماری Smart PLS4 وSPSS 26 انجام پذیرفت. یافتهها: از ۷ فرضیه مورد بررسی،۶ فرضیه ( تاثیر حیطه کاربر بر نگرش مصرفکننده، تاثیر حیطه محصول بر نگرش مصرفکننده، تاثیر شناخت مشتری بر احساس، تاثیر احساس مشتری بر رفتار خرید، تاثیر حیطه طراح بر حیطه محصول، تاثیر حیطه کاربر بر حیطه محصول) مورد پذیرش و فرضیهی (تاثیرحیطه طراح بر نگرش مصرفکننده) رد شد. نتیجهگیری و پیشنهادات: این پژوهش استراتژیها و پیشنهادات کاربردی همچون استفاده از مواد و متریالی هم جنس صنایعدستی، تنوع در طراحی بسته بندی متناسب با سلیقه کاربران، استفاده از تصاویر تداعیکننده فرهنگ و هویت آن منطقه، برای طراحی بستهبندی متناسب با نگرش مصرفکننده ارائه داد. نوآوری و اصالت: با استفاده از شواهد بدست آمده مدلی بر پایه فرهنگ و هویت برای بستهبندی صنایع دستی معرفی و اثر آن بر نگرش مصرف کننده بررسی شده تا بدین وسیله دید تازهای به طراحان داده شود تا از مشکلات ناشی از نبود خلاقیت و فاکتورهای فرهنگی و هویتی جلوگیری گردد. | ||
کلیدواژهها | ||
بسته بندی؛ صنایع دستی؛ نگرش مصرف کننده؛ مدل طراحی فرهنگ محور | ||
عنوان مقاله [English] | ||
Culture-Oriented Design Model in Craft Packaging and its Role on Consumer Attitude Formation | ||
نویسندگان [English] | ||
Zahra Yavari1؛ Fatemeh Mazochi2 | ||
1Assistant Professor, Faculty of Management, Sheikh Bahaee University, Isfahan, Iran | ||
2Tourism Management, Management, Sheikh Bahai University, Isfahan, Iran | ||
چکیده [English] | ||
Context and purpose: Iranian handicrafts, representing national and cultural heritage, reflect the traditions and beliefs of Iranian society. This study explores how culture-centric design impacts consumer attitudes toward handicraft packaging. Design/methodology/approach: This research is applied in terms of purpose and descriptive in terms of nature and method. The statistical population were all Iranians interested in handicrafts, and the sample size was 416 people. The data was collected by the researcher's questionnaire, and the available sampling method was used. Cronbach's alpha, composite reliability, divergent validity, and convergent validity were used to measure the questionnaire’s validity. Data was analyzed using structural equation modeling with Smart PLS4 and SPSS 26. Findings: Six out of seven hypotheses were supported, showing significant effects of user area and product area on consumer attitude, as well as cognitive and emotional factors on purchase behavior. The designer area did not significantly impact consumer attitude. Conclusion: Practical strategies include using materials compatible with handicrafts, diversifying designs according to user preferences, and using images that evoke the culture of that region. Originality/value: The study presents a model incorporating cultural and identity factors into packaging design, offering designers insights to improve creativity and cultural relevance in packaging. | ||
کلیدواژهها [English] | ||
Packaging, Handicrafts, Consumer Attitude, Culture-Oriented Design Model | ||
مراجع | ||
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