نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه شاهد
2 دانشیار گروه مدیریت بازرگانی دانشگاه شاهد
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract
this research has investigated the effect of hedonic shopping motives on sarcasm with the mediating role of compulsive buying among customers of 3 mobile phone brands (iPhone, Samsung and Xiaomi) in the mobile phone markets of Tehran. This research is an applied research in terms of its purpose and descriptive-survey in terms of its method. In order to collect information, a library method was used, and a researcher-made questionnaire was used to collect data, using the authors' index and components. Data has been collected by random sampling method. There are 384 valid questionnaires. using the expert’s opinion was confirmed content validity of the questionnaire, with PLS method was confirmed convergent and divergent validity and by calculating of Cronbach's alpha and composite reliability was confirmed reliability of the questionnaire. The collected data was analyzed using the structural equation modeling approach based on Partial Least Squares using PLS software.The results of this research show that all the components of hedonic shopping, except for the component of role shopping, have an impact on impulse buying. On the other hand, all components, except the component of adventurous shopping, have an effect on obsessive-compulsive shopping. Impulsive buying and obsessive-compulsive buying affect sarcasm. All the components, except the role buying component, affect sarcasm through impulse buying, and all the components except satisfaction buying, idea buying, and adventurous buying affect sarcasm through obsessive-thought buying.
کلیدواژهها [English]
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