Investigating the impact of cultural diversity on postmodern consumer behavior with the mediating role of customers' emotions

Articles in Press

Document Type : Quantitative Research Paper

Authors

1 associated professor, department of management , faculty of management and economics, lorestan university, khorramabad, iran

2 Faculffy Management.Lorestan University.Khorramabad

3 Graduated from Master of Business Administration, Lorestan University, Khorramabad, Iran.

10.22034/cbsj.2025.139084.2538

Abstract

Abstract
The present study examines the impact of cultural diversity on postmodern consumer behavior by explaining the mediating role of customers' emotions. The current research is quantitative and also has a comparative approach in terms of research philosophy. The statistical population of the research is made up of the consumers of clothing in the city of Khorramabad, and because the size of the statistical population in this research is not exactly known, the Cochran sample calculation formula was used to determine the sample size, and based on that, the sample size was at a confidence level of 0.95. 384 people were determined and selected by the available sampling method. The data collection tool in this research is a standard questionnaire whose validity and reliability have been confirmed using the content validity method and Cronbach's alpha. Structural equation modeling with partial least squares approach was used to analyze the data and test the research hypotheses. The results of the research findings showed that at the 95% confidence level, cultural diversity has a positive and significant effect on postmodern consumer behavior. The findings showed that cultural diversity has a positive and significant effect on customers' emotions. Also, the research results show that customers' emotions play a mediating role in the impact of cultural diversity on postmodern consumer behavior.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 22 September 2025

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