تاثیر دین‌داری و خریدهای لذت‌جویانه و سودمندانه بر قصد خرید آنلاین پوشاک ایرانی- اسلامی

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

1 استادیار، گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه بینالمللی قم، قم، ایران.

2 گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه بینالمللی قم، قم، ایران.

10.22034/cbsj.2025.141094.2680

چکیده

پوشاک یکی از عرصه‌های مهم مصرفی است که با فرهنگ ایرانی- اسلامی ما گره خورده است. پوشاک یکی از مهم‌ترین مصنوعات حوزه فرهنگی است که باید متناسب با ذائقه ایرانی – اسلامی تأمین شود. متغیرهای زیادی بر قصد خرید پوشاک ایرانی اسلامی اثرگذار است که از جمله آن‌ها متغیر دین‌داری و نوع خرید است. هدف پژوهش حاضر بررسی تأثیر دین‌داری، خرید لذت‌جویانه و خرید سودمندانه بر قصد خرید آنلاین پوشاک ایرانی- اسلامی است. جامعه آماری پژوهش مشتریان فروشگاه معراج بوده که یکی از تولیدکنندگان پوشاک ایرانی – اسلامی برای آقایان در شهر قم است. نمونه آماری شامل 392 نفر از مشتریان هستند که با روش نمونه‌گیری در دسترس و از طریق پرسشنامه الکترونیکی قرار داده شده در صفحه اینترنتی فروشگاه در شبکه اجتماعی ایتا به سؤالات پرسشنامه پاسخ داده‌اند. به منظور تجزیه و تحلیل داده‌ها از روش مدل معادلات ساختاری با نرم‌افزار SMARTPLS استفاده گردید. بر اساس یافته‌های پژوهش حاضر، دینداری موجب افزایش نگرش شناختی می‌شود اما تاثیری بر روی نگرش عاطفی ندارد. همچنین دینداری با در نظر گرفتن نقش میانجی متغیر نگرش شناختی بر روی قصد خرید اثر مثبت دارد. خرید سودمندانه و خرید لذت جویانه بر نگرش عاطفی و شناختی نیز تاثیر مثبت دارد. اما تاثیر دینداری بر نگرش عاطفی و تاثیر نگرش عاطفی بر قصد خرید تایید نشد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The effect of religiosity and pleasurable and beneficial purchases on the intention to buy Iranian-Islamic clothing online

نویسندگان [English]

  • saeed masoodipoor 1
  • hanie omidvari 2
1 Assistant Professor, Department of Management, Faculty of Economic and Administrative Sciences, Qom International University, Qom, Iran
2 MAMaster, Department of Management, Faculty of Economic and Administrative Sciences, Qom International University, Qom, Iran.
چکیده [English]

Clothing is one of the important areas of consumption that is tied to our Iranian-Islamic culture. Clothing is one of the most important artefacts of the cultural field, which must be provided according to the Iranian-Islamic taste. Many variables affect the intention to buy Islamic Iranian clothing, among them are the variables of religiosity and the type of purchase. The aim of the present study is to investigate the effect of religiosity, pleasure shopping and beneficial shopping on the intention to buy Iranian-Islamic clothing online. The statistical population of the research is the customers of Meraj store, which is a producer of Iranian-Islamic clothing for men in Qom. The statistical sample includes 392 customers who answered the questions using the available sampling method and through the electronic questionnaire posted on the store's website on the Ita social network. In order to analyze the data, structural equation model method with SMARTPLS software was used. According to the findings of the present research, religiosity increases cognitive attitude but has no effect on emotional attitude. Also, religiosity has a positive effect on purchase intention considering the mediating role of cognitive attitude variable. Beneficial shopping and pleasurable shopping also have a positive effect on emotional and cognitive attitudes. However, the effect of religiosity on emotional attitude and the effect of emotional attitude on purchase intention were not confirmed.

کلیدواژه‌ها [English]

  • religiosity
  • pleasure shopping
  • beneficial shopping
  • cognitive attitude
  • emotional attitude
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