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
Arnold, B. B. et al. (2010). The role of personality in the job demands‐resources model: A study of Australian academic staff, Career Development International, 15(7): 622– 636.
Aronson, J. (2000). Oniomania, ergo sum: The complete guide to compulsive buying disorders, Northvale, NJ.
Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models, Journal of the Academy of Marketing Science, 16(1): 74– 94.
Bolger, A. & Zuckerman, A. (1995). A framework for studying personality in the stress process, Journal of Personality and Social Psychology, 69(5): 890- 902.
Brickman, P. et al. (1982). Models of helping and coping, American Psychologist, 37(4): 368- 384.
Brougham, R. R., Jacobs-Lawson, J. M., Hershey, D. A. & Trujillo, H. M. (2011). Who pays your debt? An important question for understanding compulsive buying among American college students, International Journal of Consumer Studies, 35(1): 79- 85.
Chung, H. (1996). College women’s clothing shopping orientation and market behavior, Journal of Costume Culture, 4(2): 111- 129.
Clark, M. & Calleja, K. (2008). Shopping addiction: A preliminary investigation among Maltese university students, Addiction Research and Theory, 16(6): 633– 649.
Costa, P. & McCrae, R. (1980). Influence of extraversion and neuroticism on subjective well-being: happy and unhappy people, Journal of Personality and Social Psychology, 38(4): 668- 678.
DeSarbo, W. S. & Edwards, E. A. (1996). Typologies of compulsive buying behavior: a constrained clusterwise regression approach, Journal of Consumer Psychology, 5(3): 231- 262.
Dittmar, H., Beattie, J. & Friese, S. (1996). Objects, decision considerations and self-image in men’s and women’s impulse purchases, Acta Psychologica, 93(1-3): 187- 206.
Edwards, E. A. (1993). Development of a new scale for measuring compulsive buying behavior, Financial Counseling and Planning, 4(1): 67- 84.
Eren, S. S., Eroglo, F. & Hacioglu, G. (2012). Compulsive buying tendencies through materialistic and hedonic values among college students in Turkey, 8th International Strategic Management Conference, Procedia - Social and Behavioral Sciences 58: 1370 – 1377.
Eysenck, H. & Eysenck, S. (1975). Manual of the Eysenck Personality Questionnaire, Hodder & Stoughton, London.
Faber, R. J. (2011). Diagnosis and epidemiology of compulsive buying, In Müller, A. and Mitchell, J. E. (Eds), Compulsive Buying: Clinical Foundations and Treatment, Taylor and Francis, New York, NY: 3- 17.
Faber, R. J. & O'Guinn, T. C. (1992). A clinical screener for compulsive buying, Journal of Consumer Research, 19(3): 459- 469.
Faber, R. J., Christenson, G. A., DeZwaan, M. & Mitchell, J. (1995). Two forms of compulsive consumption: comorbidity of compulsive buying and binge eating, Journal of Consumer Research, 22(3): 296- 304.
García, I. & Olábarri, E. (2004). The addiction to shopping and personal values, In Munuera-Alemán, J. L. (Ed), Worldwide marketing? Proceedings of the 33rd EMAC Conference, Murcia, Spain: European Marketing Academy.
Gutman, J. & Mills, M. K. (1982). Fashion life style, self-concept, shopping orientation, and store patronage: An integrative analysis, Journal of Retailing, 58(2): 64- 86.
Hair, J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis, 5th edition, Prentice Hall, Englewood Cliffs, NJ.
Kesebir, S., İşitmez, S. & Gündoğar, D. (2012). Compulsive buying in bipolar disorder: Is it a comorbidity or a complication, Journal of Affective Disorders, 136(3): 797– 802.
Kim, S. & Hyun, M. (2005). The relationships between compulsive buying, impulsivity, daily hassles and stress coping strategies, The Korean Journal of Women Psychology, 10(1): 1– 16.
Kock N., (2011). Using WarpPLS in e-collaboration studies: Mediating effects, control and second order variables and algorithm choices, International Journal of e-Collaboration, 7(3): 1- 13.
Koran, L. M., Faber, R. J., Aboujaoude, E., Large, M. D. & Serpe, R. T. (2006). Estimated prevalence of compulsive buying behavior in the United States, American Journal of Psychiatry, 163(10): 1806- 1812.
Kotler, P. & Keller, K. L. (2012). Marketing Management, 14th edition, Translated by: Amir Jafari, M., Nass, Tehran.
Lee, M. & Hong, E. (2009). A study on consumption-oriented attitude and impulsive buying of high school students, Korean Journal of Home Management Association, 27(3): 15– 30.
Lee, S., Park, H. & Chung, H. (2004). Impact of TV- home shopper’s fashion life style on purchasing goods, Journal of the Korean Society of Clothing and Textiles, 28(1): 54- 65.
López, J. M. O. & Estíbaliz Villardefrancos, E. (2013). Five-Factor model personality traits, materialism, and excessive buying: A mediational analysis, Personality and Individual Differences, 54(6): 767– 772.

Mohsenin, S.,  Esfidani, R.,  Karami., M & Khaje Dahaghani, A. (2013). Survey of Consumer Decision Making Styles for Home Appliance Store Buyers (Case Study: Tehran’s Customers), Journal of Business Management, 5(2): 149-168. (In Persian)

Mowen, J. C. and Spears, N. (1999). Understanding compulsive buying among college students: a hierarchical approach, Journal of Consumer Psychology, 8(4): 407- 430.

Nazari, M. & Ghaderi Abed, A. H. (2012). Developing a Model to Evaluating Effective Factors on Impulse Buying Behavior, Journal of Business Management, 3(10): 127- 140. (In Persian)

Nunally, J. C. (1978). Psychometric Theory, 2nd edition, McGraw Hill: New York.
O’Guinn, T. C. & Faber, R. J. (1989). Compulsive buying: A phenomenological exploration, Journal of Consumer Research, 16(2): 147– 157.
Oliveira, T. M. V., Falciano, M. A. & Perito, R. V. B. (2014). Effects of credit card usage on young Brazilians’ compulsive buying, Young Consumers, 15(2): 111– 124.
Park, H. J. & Burns, L. D. (2005). Fashion orientation, credit card use, and compulsive buying, Journal of Consumer Marketing, 22(3): 135- 141.
Pervin, L. A. (1996). The science of personality, John Wiley and Sons, New York, NY.
Pham, T. H., Yap, K. & Dowling, N. A. (2012). The impact of financial management practices and financial attitudes on the relationship between materialism and compulsive buying, Journal of Economic Psychology, 33(3): 461– 470.

Ranjbaryan, B. & Kia, M. (2011). The Influence of Personality Traits on Consideration Set Size, Journal of Business Management, 3(7): 75- 90. (In Persian)

Richins, M. L. (2004). The material values scale: measurement properties and development of a short form, Journal of Consumer Research, 31(1): 209- 219.
Richins, M. L. & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation, Journal of Consumer Research, 19(1): 303- 316.
Roberts, J. A. & Roberts, C. (2012). Stress, gender and compulsive buying among early adolescents, Young Consumers, 13(2):113– 123.
Rodríguez, R. (2004). Naturaleza y alcance de la adicción a la compra en la población urbana de Galicia: un studio empírico, Doctoral dissertation, University of Vigo, Spain.
Rodríguez, R., Otero-López, J. M. & Rodríguez, R. (2001). Adicción a la compra. Análisis, evaluación y tratamiento, Pirámide, Madrid.
Sharpe, J. P. & Ramanaiah, N. V. (1999). Materialism and the five factor model of personality, Psychological Reports, 58(1): 327- 330.
Sohn, S. H. and Choi, Y. J (2014). Phases of Shopping Addiction Evidenced by Experiences of Compulsive Buyers, Int J Ment Health Addiction, 12(3): 243- 254.
 Suls, J., Green, P. & Hillis, S. (1998). Emotional reactivity to everyday problems, affective inertia, and neuroticism, Personality and Social Psychology Bulletin, 24(2): 88- 98.

Tabatabaee Nasab, S. M. & Arjmand, K. (2014). Consumer Clustering on the Base of Their Shopping Styles and Examination of Its Relationship with Innate Innovativeness and NEO Personality Dimensions, Journal of Business Management, 6(2): 337- 358. (In Persian)

Tricia Johnson, T. & Attmann, J. (2009). Compulsive buying in a product specific context: clothing, Journal of Fashion Marketing and Management. 13(3): 394- 405.
Ureta, I. G. (2007). Addictive Buying: Causes, Processes, and Symbolic Meanings. Thematic Analysis of a Buying Addict’s Diary, The Spanish Journal of Psychology, 10(2): 408- 422.
Williams, A. D. (2012). Quality of life and psychiatric work impairment in compulsive buying: increased symptom severity as a function of acquisition behaviors, Comprehensive Psychiatry. 53(6): 822– 828.
Yurchisin, J. & Johnson, K. K. P. (2004). Compulsive buying behavior and its relationship to perceived social status associated with buying, materialism, self-esteem, and apparel-product involvement, Family and Consumer Sciences Research Journal, 32(3): 291- 314.