ارتباط ویژگی‌های روانشناختی اجتماعی بر قصد خرید کالاهای لوکس از طریق چشم ‌و هم-چشمی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استاد تئوری‌های سازمان، مدیریت دانش و استراتژیک دانشگاه علامه طباطبایی، تهران، ایران

2 استادیار گروه مدیریت- دانشکده علوم انسانی- دانشگاه آزاد اسلامی واحد سنندج

3 دانشجوی دکتری مدیریت بازاریابی، دانشکده علوم انسانی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران.

چکیده

امروزه ما تحت محاصره خارق‌العاده کالاهای لوکس، مصرف تظاهری و فراوانی خدمات، اشیاء و کالاها مادی قرار گرفته‌ایم. مطالعات جامعه‌شناختی به طور فزاینده‌ای بر اهمیت نحوه و نوع مصرف کالاهای لوکس، در شکل بخشیدن به موقعیت و روابط اجتماعی تأکید دارد. این پژوهش به منظورتعیین و شناسایی ارتباط ویژگی‌های روانشناختی اجتماعی بر قصد خرید از طریق چشم و هم‌چشمی انجام شده است. روش تحقیق از نوع همبستگی بوده و برای گردآوری داده‌ها از پرسشنامه‌های معتبر استفاده شد. جامعه آماری این پژوهش نوعروس‌های شهر سنندج است که حداکثر یک‌سال از ازدواج آنها نگذشته باشد و از میان آنان 205 نفر با روش نمونه‌گیری تصادفی در دسترس انتخاب شدند. برای بررسی روابط بین متغیرها از روش مدل‌سازی معادلات ساختاری و نرم‌افزار PLS استفاده شده است و برای آزمون میانجی‌گری از آزمون‌های رگرسیون و سوبل استفاده شد. نتایج تحقیق نشان داد که بین متغیرهای مورد بحث رابطه معنی‌دار وجود دارد؛ اما نقش میانجی‌گری چشم و هم‌چشمی در رابطه بین ویژگی‌های روانشناختی اجتماعی و قصد خرید مورد تایید نمی شود. در پایان می‌توان گفت که ویژگی‌های فردی و فرهنگی خاص بر ارزش-های زنان و انگیزه‌ها و باورهای آنان در مورد کالاها و از جمله خرید کالاهای لوکس تاثیرگذار است.

کلیدواژه‌ها


عنوان مقاله [English]

The Relationship between Social Psychological Characteristics with Intention to Purchase Luxurious Goods through keeping up with the Joneses in Newlywed of Sanandaj City

نویسندگان [English]

  • Hossein Rahmanseresht 1
  • Roya shakeri 2
  • Soran Mowlaie 3
1 Professor of Organization Theories and Strategic Management, Faculty of Management, Allame Tabataba'ee University, Tehran, Iran
2 department of management, faculty of humanities, islamic azad university of sanandaj
3 Ph.D. Candidate in Marketing Management, Faculty of Humanities, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran,
چکیده [English]

Abstract
Today, we are under the immense siege of luxury goods, the consumption of manifestations and the abundance of services, objects and commodities. Sociological literature increasingly emphasizes the importance of how to use luxury goods in shaping social relationships. The purpose of this study was to determine the relationship between social psychological characteristics and their intention to purchase through keeping up with the Joneses. The research method was correlation. For data collection, valid questionnaires were used. The statistical population of this research includes 205 numbers of newlywed who has been married for one year or less, selected by simple random sampling from Sanandaj city, Kurdistan. Iran. Structural equation modeling and PLS software were used to investigate the relationship between variables. Regression and Sobel tests were used to test the mediation. The results of the study showed that there is a significant relationship between the variables in question; however, the role of keeping up with the joneses was not confirmed in the relationship between social psychological characteristics and purchase intention. In the end, it can be said that individual and cultural characteristics affect the women’s values and their motivations and beliefs about goods, including the purchase of luxury goods.

کلیدواژه‌ها [English]

  • Social Psychological Characteristics
  • Purchasing Intent
  • luxury goods
  • Keep up with the Joneses
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