پدیدارشناسی رفتار خرید شب عید زنان در نوروز باستانی ایرانیان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 . دانشیار، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر.

2 استاد، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس

3 دانشجوی دکتری، مدیریت بازاریابی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران.

10.34785/J018.2019.132

چکیده

خرید کردن یکی از ابزارهای ضروری در تأمین نیازهای اولیه و ارضای نیازهای روانی است. هدف این مطالعه، فهم خرید شب عید در زنان است که منظور آن کسب درک و بینش عمیق‌تر و غنی‌تر درباره این پدیده می باشد. از اینرو توجه به رفتار خرید شب عید از نگاه زنان ایرانی از نوآوری این پژوهش می‌باشد. پژوهش حاضر با صبغه کیفی مبتنی بر پارادایم تفسیری است که به مدد راهبرد پژوهش پدیدارشناسی به اجرا درآمده است. به منظور گردآوری داده‌ها با سیزده نفر از زنان خانه‌دار و شاغلی که دارای فرزند و در بازه سنی ۳۰ تا ۴۰ سالگی بودند، مصاحبه نیمه ساختاریافته صورت گرفته است. برای تحلیل داده‌های مصاحبه از روش ون منن (تجزیه و تحلیل درون مایه‌ای) استفاده شده است. یافته‌های حاصل از پژوهش مشتمل بر سه درون مایه است که عبارتند از «ماهیت خرید شب عید»، «پیامدهای خرید شب عید» و «فرایند خرید شب عید». نتایج پژوهش نشان می دهد که پدیده خرید شب عید دارای چهار درون مایه «اتمام روزهای سخت»، «شادی و تکاپو»، «خوداظهاری» و «نوستالژی کودکانه» است و پیامدهای اقتصادی، اجتماعی و روانی مثبت و منفی به همراه دارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Phenomenology of Women's Buying Behavior before the Iranian Ancient Nowruz

نویسندگان [English]

  • Meysam Shirkhodaie 1
  • Asadolah Kordnaeij 2
  • fereshteh khalilipalandi 3
1 Associate Professor, Faculty of Administration and Economic Science, University of Mazandaran, Baboolsar, Iran.
2 Professor, Faculty of Management and Economic, University of Tarbiat Modares, Tehran, Iran
3 Ph.D. Student, Faculty of Management and Economic, University of Tarbiat Modares, Tehran, Iran
چکیده [English]

Abstract
Buying is one of the essential tools for meeting basic needs and satisfying mental needs. The purpose of this study is to understand the Women's buying behavior before the Iranian ancient Nowruz, in order to gain a deeper and more profound insight into this phenomenon. Therefore, attention to buying behavior before Nowruz from the Iranian women's point of view is the innovation of this research. The present study is based on a qualitative approach based on the interpretative paradigm that has been implemented through phenomenological research strategy. In order to collect data with thirteen housewives and employed who had a child have been semi-structured interview. They were between the ages of 30 and 40 years old. The Van Mennen method (in-depth analysis) was used to analyze the interview data. The findings of the research consist of three aspects: "the nature of buying before Nowruz", "the consequences of buying before Nowruz" and "the process of buying before Nowruz". The results of the research show that the phenomenon of buying before Nowruz has four parts: "Completion of hard days", "happiness and impulse", "self-expression" and "childish nostalgia" and has positive and negative economic, social and psychological consequences.

کلیدواژه‌ها [English]

  • Phenomenology
  • Buying before Nowruz
  • Iranian Women

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مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 229-244

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