بررسی تأثیر عوامل شخصیتی مؤثر بر اعتیاد به خرید با اثر تعدیل‌گری چشم‌وهم‌چشمی (مورد مطالعه: دانشجویان دانشگاه سمنان)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار مدیریت رفتار سازمانی دانشکدة اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت بازاریابی بین‌الملل، دانشگاه سمنان، سمنان، ایران

چکیده

یکی از بخش‌های رفتار مصرف‌کننده که کمتر به آن پرداخته شده است، خریدهای وسواس‌گونه، چشم‌وهم‌چشمی و به‌دنبال آن اعتیاد به خرید است. هدف پژوهش حاضر، بررسی تأثیر ویژگی‌های شخصیتی بر خرید وسواسی، تأثیر خرید وسواسی بر اعتیاد به خرید با اثر تعدیل‌گری چشم‌وهم‌چشمی است. این پژوهش کاربردی و از نظر هدف توصیفی است. جامعة آماری این تحقیق دانشجویان دانشگاه سمنان بودند که به‌منظور بررسی آنها از روش نمونه‌گیری خوشه‌ای استفاده شد. با توجه به محدودبودن جامعة آماری، حجم نمونة آماری این پژوهش با استفاده از جدول مورگان 377 نفر به‌دست آمد که تحلیل 380 پرسشنامة بی‌نقص و کامل انجام گرفت. پایایی ابزار تحقیق از طریق بررسی سازگاری درونی و روایی آن از طریق روایی همگرا و روایی واگرا سنجیده و تأیید شد. برای بررسی فرضیات تحقیق نیز از مدل معادلات ساختاری استفاده شد. در سطح اطمینان 05/0 نتایج نشان داد ویژگی‌های شخصیتی تأثیر مثبت و معناداری بر خرید وسواس‌گونه دارند. همچنین، خرید وسواسی تأثیر مثبت و معناداری بر اعتیاد به خرید دارد. متغیر چشم‌وهم‌چشمی نیز تأثیر خرید وسواسی بر اعتیاد به خرید را به‌‌صورت فزاینده تعدیل می‌کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Explanation of personality factors affecting oniomania with an emphasis on moderator role of keeping up with the Joneses

نویسندگان [English]

  • Abbasali Rastegar 1
  • Mohammad Ali Siah Sarani Kojori 2
1 Associate Professor, Manager of Organizational Behavior Department, Semnan University, Semnan, Iran
2 PhD Candidate, International Marketing Management, Semnan University, Semnan, Iran
چکیده [English]

One dark side of customer’s conducts, roughly unattended, is his obsessive shopping, trying not to be outdone and thus addiction to shopping. This research aims to study the effects of personality traits on obsessive shopping and its effect on oniomania with adjusting effects of keeping up with the Joneses. This is an applied research with descriptive method. Statistical population consists of Semnan university students and sampling method was cluster sampling. According to Morgan's table, a sample of 377 or more was appropriate. We analyzed data from 380 questionnaires that were completely answered. The research reliability was measured and verified by inspecting internal consistency and its validity was determined by convergent and divergent validity. To study the research hypotheses, structural equations modeling was used. In significance level of 0.05, results revealed that there was a positive and significant correlation between personality traits and obsessive shopping. Obsessive shopping, on the other hand, has positive and significant effect on oniomania. Furthermore, keeping up with the Joneses increasingly adjusts the effect of obsessive shopping on oniomania.

کلیدواژه‌ها [English]

  • addiction to shopping (oniomania)
  • keeping up with the Joneses
  • obssessive shopping
  • Personality Traits

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