تاثیر دینداری، مادیگرایی و انگیزه لذت جویی بر خرید اجباری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، بخش مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران

2 کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران

3 دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه آزاد اسالمی، کرمان، ایران

10.22034/cbsj.2024.141157.2686

چکیده

هدف: این پژوهش با هدف بررسی عوامل مؤثر بر اختلال خرید اجباری انجام شده است.
طرح/روش/رویکرد: این تحقیق از نظر روش از نوع توصیفی- علی است. جامعه آماری پژوهش را مشتریان خرده فروشی‌های زنجیره ایی استان کرمان تشکیل می دادند. روش نمونه‌گیری بصورت تصادفی ساده بوده است. بر اساس جدول مورگان، حجم نمونه مورد پذیرش حداقل تعداد 384 بود که تعداد ، 586 نفر در پژوهش حاضر مشارکت کردند. ابزار جمع آوری داده ها پرسشنامه استاندارد مربوط به متغیرهای پژوهش بود. روایی پرسشنامه از طریق روایی محتوی و سازه با استفاده از روایی همگرا و واگرا و پایایی داده ها با استفاده از آلفای کرونباخ و پایایی ترکیبی ارزیابی و تأیید شد. در نهایت داده ها در نرم افزارهای SPSS و PLS3 مورد تجزیه و تحلیل قرار گرفت.
یافته ها :این تحقیق نشان می دهد که دینداری بر مادیگرایی و انگیزه لذت جویی تاثیر می گذارد. همچنین مادیگرایی بر انگیزه لذت جویی وخرید اجباری تاثیر می گذارد و نهایتا انگیزه لذت جویی بر خرید اجباری تاثیر می گذارد.
نتایج: نتایج نشان دادکه تأثیر مادیگرایی در تشدید اختلال خرید اجباری قابل ملاحظه است، درنتیجه بمنظور کنترل این پدیده باید عواملی که مادیگرایی را در افراد شدت می بخشند کنترل شده و عواملی که بر مادیگرایی تأثیر منفی دارند تقویت شوند. به این منظور تقویت دینداری افراد جامعه و آموزش و تبلیغ زندگی به دور از تجملات و اشرافی گری می تواند گام مؤثری در جهت فرهنگ کاهش مادیگرایی و کاهش رفتار خرید اجباری در جامعه باشد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Effect of religiosity, materialism and Hedonic motivation on compulsive buying

نویسندگان [English]

  • Saeid Dehyadegari 1
  • zahra pourjoupari 2
  • mahdi pourjoupari 3
1 Associate Professor, Department of Business Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.
2 Master, Department of Business Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.
3 Master's Student, Department of Business Management, Faculty of Literature and Humanities, Islamic Azad University, Kerman, Iran.
چکیده [English]

Purpose: This research aims to investigate the factors affecting the non-compulsory purchase.
Design/Method/Approach: This research is descriptive-causal in terms of method. The statistical population of the research consisted of customers of chain retail stores in Kerman province. The random sampling method was simple. According to the table, the accepted sample size was at least 384, of which 586 people participated in the present study. The data collection tool was a standard research questionnaire. The validity of the questionnaire was evaluated through content and construct validity using convergent and divergent validity and reliability using Cronbach's alpha and combined reliability. Finally, the data was analyzed in SPSS and PLS3 software.
Findings: This research shows that religiosity affects materialism and hedonism. Also, materialism affects the pleasure-seeking motive and compulsive buying, and finally, the hedonistic motive affects the compulsive buying.
Results: The results showed that the effect of materialism in the aggravation of compulsive buying disorder is visible, as a result, in order to control these factors, the factors that affect materialism in many people and the factors that have a negative effect on materialism are considered. For this purpose, strengthening the religiosity of the people of the society and educating and promoting a life away from luxury and aristocracy can be in the direction of the culture of reducing and reducing the behavior of forced purchases in the society.

کلیدواژه‌ها [English]

  • Compulsive buying
  • religiousity
  • hedonic motivation
  • materialism
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