بررسی عوامل فردی و اجتماعی مؤثّر بر خودانگاره و تأثیر آن در خرید کالای لوکس

نوع مقاله: مقاله پژوهشی

نویسندگان

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

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران

چکیده

امروزه، شناخت رفتار مصرف‌کنندگان کلید اساسی در موفّقیت برنامه‌های بازاریابی محسوب می‌شود. بنابراین، مطالعه و شناخت ابعاد مختلف انسان اهمّیت ویژه‌ای پیدا می‌کند. رفتاری که هر فرد در موقعیّت‌های مختلف از خود نشان می‌دهد، به طور مستقیم، تحت تأثیر تصوّر و پنداری است که وی از همۀ وجود خود دارد. تصویر انسان از خود می‌تواند در تصمیم‌گیری او برای خرید تأثیر بگذارد. هدف این پژوهش بررسی عوامل فردی و اجتماعی مؤثّر بر خودانگاره و تأثیر آن در خرید کالای لوکس است. از این رو، ابتدا با بررسی تحقیقات گذشته، مدل پژوهش طرّاحی شد. سپس، پرسشنامه‌ای با 56 گویه تنظیم گردید و عوامل فردی و اجتماعی بر خودانگاره و تأثیر آن در خرید کالای لوکس مورد سنجش قرار گرفت. جامعۀ آماری این پژوهش دانشجویان دانشگاه خوارزمی هستند که 152 نفر، به روش نمونه‌گیری تصادفی، به عنوان حجم نمونه در نظـر گرفتـه شـدند. نتایج حاکی از آن است که عوامل اجتماعی (مانند ابعاد حمایت و حلّ مشکل دیگران) بیشترین تأثیر را بر خودانگاره دارد که از طریق خودِ اجتماعی بر خرید کالای لوکس مؤثّر خواهد بود. از این رو، باید برنامه‌های بازاریابی بر اساس این عوامل تهیّه و تنظیم گردد.

کلیدواژه‌ها


عنوان مقاله [English]

Review of individual and social factors affecting self-esteem and its impact on the purchase of luxury goods

نویسندگان [English]

  • hossein norouzi 1
  • Elham Rezaei 2
1 Dep. of Business management, Faculty of Management, Kharazmi University, Tehran, Iran
2 Master student of business administration, Management faculty, Kharazmi University, Tehran, Iran
چکیده [English]

Today, understanding consumer behavior is key to the success of marketing programs. Thus, study and understanding of various aspects of man becomes important. Behavior that make each person in different situations directly influenced by imagination that he or she has made of his or her existence. Picture your made can influence his decision to buy. The aim of this study was to examine individual and social factors affecting self-esteem and its impact on the purchase of luxury goods. Hence a questionnaire with 56 items was developed individual and social factors and their impact on self-esteem was measured in purchasing luxury goods. The population of this research were 152 students of Kharazmi university, on random sampling. The results suggest that social factors (such as the dimensions of the support and solve other problems) have the greatest impact on your self-esteem in order to buying luxury goods. Hence, marketing programs must be prepared based on these factors

کلیدواژه‌ها [English]

  • Self-esteem
  • individual factors
  • social factors
  • luxury good
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