The Role of Social Factors on the Fashion Trends (Case of Study: Female Students in Islamic Azad University of Andimeshk)
Subject Areas : Iranian Sociological Review
Isaac Arjmand Siahpoush
1
(Department of Sociology, Andimeshk Branch, Islamic Azad University, Andimeshk, Iran)
Aboalghasem Heidarabadi
2
(Department of Sociology, Babol Branch, Islamic Azad University, Babol, Iran)
Keywords: Fashion trends, social class, religion, foreign mass media, self-tendency, imitation rate,
Abstract :
The fashion and increase of consumers cultural is an important problem. This paper studies theeffective Socio-Cultural Factors on the fashion trends among the girl student’s in Andimeshk. About 200 girls inAndimeshk (South west of Iran) were randomly chosen. The research method was survey and correlation withquestionnaire. The data were analyzed through SPSS package along with Pearson coefficient correlation,Spearman coefficient correlation, ANOVA, multivariable regression and path analysis as well. There is apositive relationship between foreign mass media, self-tendency and imitation rate with the fashion trends. Thereis a negative relationship between religion with depend variable. There isn't a relationship between mass mediaand social class with fashion trends. The multivariable regression analysis shows that the independent variablesexplain 52.1% of changes in fashion trends. Variables like self-tendency, foreign mass media and imitation ratehave the most influence on dependent variable. The direct, indirect and total influence on depend variable were0.86, 0.37 and 1.23.