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بررسی عوامل فردی و اجتماعی مؤثّر بر خودانگاره و تأثیر آن در خرید کالای لوکس | ||
مطالعات رفتار مصرفکننده | ||
مقاله 3، دوره 5، شماره 2، بهمن 1397، صفحه 39-54 اصل مقاله (596.78 K) | ||
نوع مقاله: مقاله پژوهشی | ||
نویسندگان | ||
حسین نوروزی* 1؛ الهام رضائی2 | ||
1استادیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران | ||
2دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران | ||
چکیده | ||
امروزه، شناخت رفتار مصرفکنندگان کلید اساسی در موفّقیت برنامههای بازاریابی محسوب میشود. بنابراین، مطالعه و شناخت ابعاد مختلف انسان اهمّیت ویژهای پیدا میکند. رفتاری که هر فرد در موقعیّتهای مختلف از خود نشان میدهد، به طور مستقیم، تحت تأثیر تصوّر و پنداری است که وی از همۀ وجود خود دارد. تصویر انسان از خود میتواند در تصمیمگیری او برای خرید تأثیر بگذارد. هدف این پژوهش بررسی عوامل فردی و اجتماعی مؤثّر بر خودانگاره و تأثیر آن در خرید کالای لوکس است. از این رو، ابتدا با بررسی تحقیقات گذشته، مدل پژوهش طرّاحی شد. سپس، پرسشنامهای با 56 گویه تنظیم گردید و عوامل فردی و اجتماعی بر خودانگاره و تأثیر آن در خرید کالای لوکس مورد سنجش قرار گرفت. جامعۀ آماری این پژوهش دانشجویان دانشگاه خوارزمی هستند که 152 نفر، به روش نمونهگیری تصادفی، به عنوان حجم نمونه در نظـر گرفتـه شـدند. نتایج حاکی از آن است که عوامل اجتماعی (مانند ابعاد حمایت و حلّ مشکل دیگران) بیشترین تأثیر را بر خودانگاره دارد که از طریق خودِ اجتماعی بر خرید کالای لوکس مؤثّر خواهد بود. از این رو، باید برنامههای بازاریابی بر اساس این عوامل تهیّه و تنظیم گردد. | ||
کلیدواژهها | ||
خودانگاره؛ عواملفردی؛ عوامل اجتماعی؛ کالای لوکس | ||
مراجع | ||
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