چكيده به لاتين
Abstract
Rumors of food on social media are among the cases that have grown significantly. From time to time, real or unreal news in the form of rumors goes to a group of producers in this field and disturbs the market in the blink of an eye. Therefore, cyberspace rumors are possible. Have a significant impact on the market and sales trends of these manufacturers. The purpose of this study is to present a model of the impact of rumors on social networks online and the impact of these rumors on the intention of people to buy from food industry companies. The present study is descriptive-analytical and mixed (qualitative-quantitative). Also, due to the application of the results of this research in the food industry, this research is applied in purpose. The method of data collection was library and field. In data analysis in qualitative part, thematic analysis method and in quantitative part, one-sample t-test and multiple regression (composite) have been used. The statistical population of the study is all people and activists in the field of cyberspace and companies that produce and sell food. Due to the fact that in the interview process, the number of samples depends on theoretical saturation, so in this study, 15 of these experts were interviewed. Also, in the statistical analysis section related to the acceptance, shipping and purchase intention of consumers, the number of communities in this field is unlimited. Due to the unlimited size of the population, the number of samples was selected through the Cochran's formula for an unlimited sample size of 384 people. Of these, 353 questionnaires were returned and used in the analysis. The research findings in the qualitative section have shown that the types of food industry rumors in cyberspace include "spreading rumors based on the dissemination of incorrect information", "rumors related to emotions", "rumors related to assessment and consultation", "divisive rumors", There are "creepy rumors" and "dolphin rumors". Also from a consumer perspective, "dolphin rumors" with an average of 3.50 are the most accepted rumors by consumers. In the next rankings, "spreading rumors based on the dissemination of false information" with an average of 3.314; "Divisive rumors" with an average of 3.313; "Creepy Rumors" with an average of 3,235; "Rumors about assessment and consultation" with an average of 2.911 and finally "Rumors about emotions" with an average of 2.82; Are located. "Dolphin Rumors" with an average of 2.98 is the most rumored by consumers. In the next ranks of rumors, "Rumors about emotions" with an average of 2.82, "Rumors about assessment and consultation" with an average of 2.67, "Rumors based on the dissemination of false information" with an average of 2.62, "Divisive rumors" with an average of 2.55 And "creepy rumors" with an average of 2.51. Also in terms of the effects of known rumors on consumers' intention to buy, the results of linear regression test have shown that "dolphin rumors" with a beta weight of -0.569, has the greatest impact and is the best variable to predict the dependent variable. In the next rankings, the variables
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"Gossip based on false information" with a beta weight of -0.303, the variable "Emotional rumors" with a beta weight of -0.243, the variable "Divisive rumors" with a beta weight of -0.234, the variable "Creepy rumors" With a beta weight of -0.141 and the variable "Ratings for Assessment and Consultation" with a beta weight of -0.076, respectively, have more effects on consumers' intention to buy.
