بررسی نقش متغیرهای رسانه و همسالان در گرایش دانشجویان دختر نسبت به محصولات آرایشی و بهداشتی: تئوری عمل منطقی بسط یافته
محورهای موضوعی : مدیریت بازاریابیمحمد نظری پور 1 , بهار دستاران 2
1 - استادیار، گروه حسابداری، دانشگاه حضرت معصومه (س)، قم، ایران
2 - کارشناسی ارشد حسابداری، مدرس گروه حسابداری، دانشکده دختران الزهرا، دانشگاه فنی و حرفه ای، شیراز، ایران
کلید واژه: رسانه, همسالان, تئوری عمل منطقی, دانشجویان دختر, محصولات آرایشی و بهداشتی,
چکیده مقاله :
موضوعات آرایشی و بهداشتی برای زنان به ویژه دختران جوان از اهمیت زیادی برخوردار است. تاثیر ویژگی های شخصیتی و عوامل محیطی و اجتماعی در این فرایند غیرقابل انکار است. در همین راستا، پژوهش حاضر تلاش کرده است گرایش دانشجویان دختر نسبت به محصولات آرایشی و بهداشتی براساس تئوری عمل منطقی بسط یافته و با تعدیل گری متغیرهای رسانه و همسالان مورد مطالعه و بررسی قرار دهد. این پژوهش به لحاظ هدف کاربردی و به لحاظ گردآوری داده ها همبستگی - مقطعی است. جامعه آماری پژوهش حاضر دانشجویان دختر مقطع کارشناسی علوم اداری شاغل به تحصیل در دانشگاه های مستقر در شیراز و قم بودند. بازه زمانی این پژوهش نیم سال دوم سال تحصیلی 1402-1401 بود. برای آزمون فرضیه های پژوهش از مدل سازی معادلات ساختاری و تحلیل واریانس رتبه ای استفاده شده است. بنابر یافته های این پژوهش، متغیرهای رسانه، همسالان، نگرش و هنجارهای ذهنی بر قصد خرید محصولات آرایشی و بهداشتی از سوی دانشجویان دختر دارای اثر مثبت و معناداری است. همچنین متغیر رسانه دارای اثر تعدیلی بر رابطه بین نگرش و قصد خرید و متغیر همسالان دارای اثر تعدیلی بر رابطه بین هنجارهای ذهنی و قصد خرید می باشند. براساس آزمون کروسکال والیس متغیرهای اصلی پژوهش (قصد خرید، نگرش و هنجارهای ذهنی) در میان گروه های مختلف سنی تفاوت معناداری با یکدیگر ندارند. درنهایت، یافته های این پژوهش نشان می دهد دو متغیر رسانه و همسالان نقش مهمی در فروش محصولات آرایشی و بهداشتی دارند. لذا ضرورت استفاده از رسانه های اجتماعی جدید، پلت فرم ها و اینفلوئنسرها غیرقابل انکار است.
چکیده انگلیسی:
Beauty issues are very important for women, especially teenage girls. The influence of personality traits and social-environmental factors in this process is undeniable. Therefore, this study attempts to investigate the attitude of female students towards beauty products based on the theory of reasoned action and by moderating media and peer variables. This study is applied in terms of purpose and correlation cross-sectional in terms of data collection. The statistical population of this study were female undergraduate students of administrative sciences studying at the universities are located in Shiraz and Qom cities. The time period of this study was the second semester of the academic year 2022-2023. Structural equation modeling and the analysis of variance by rank have been used to test the research hypotheses. According to the research findings, variables of media, peers, attitude and subjective norms have a positive and significant effect on the intention to buy beauty products by female students. Also, the media variable has a moderating effect on the relationship between attitude and purchase intention, and the peer variable has a moderating effect on the relationship between subjective norms and purchase intention. Based on the Kruskal-Wallis test, the main variables of the study (purchase intention, attitude and subjective norms) are not significantly different among different age groups. Finally, the findings of this study also provide marketers and retailers within the beauty product sector with an advantage when designing marketing strategies to target young female consumers, as they will have more information regarding the factors influencing these consumers’ purchase intention towards beauty products.
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Abbas, A., Khan, I. A., & Ahmed Din, M. S. (2020). Impact of Advertising on Consumer Purchase Intention: A Study of Southern Punjab. European Journal of Business and Management, 12(19), 1-8.
Acar, Y. (2018). Media and culture rethinking culture and media. The Journal of Academic Social Science, 67, 597-602.
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Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. The handbook of attitudes, 173(221), 31.
Arabshahi, M., Ghafourian shagerdi, A., Behboodi, O., Nayebi, A. (2019). Factors influencing men's intent to buy foreign cosmetics: investigating the mediating role of consumer. Journal of International Business Administration, 2(3), 87-107. [In Persian]
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4), 471-499.
Asogwa, C. E., Okeke, S. V., Gever, V. C., & Ezeah, G. (2020). Gender disparities in the influence of social media advertisements on buying decision in Nigeria. Communication: South African Journal of Communication Theory and Research, 46(3), 87-105.
Bahtar, A. Z., & Muda, M. (2016). The impact of User–Generated Content (UGC) on product reviews towards online purchasing–A conceptual framework. Procedia Economics and Finance, 37, 337-342.
Bakar, M. H. A., Desa, M. A. M., & Mustafa, M. (2015). Attributes for image content that attract consumers’ attention to advertisements. Procedia-Social and Behavioral Sciences, 195, 309-314.
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of business research, 68(5), 978-985.
Barry, C.M. and Wentzel, K.R. (2006). Friend influence no prosocial behavior: the role of motivational factors and friendship characteristics. Developmental Psychology, 4291), 153-163.
Baudson, T. G., Weber, K. E., & Freund, P. A. (2016). More than only skin deep: appearance self-concept predicts most of secondary school students’ self-esteem. Frontiers in psychology, 7, 1568.
Belanche, D., Casaló, L. V., & Flavián, C. (2019). Artificial Intelligence in FinTech: understanding robo-advisors adoption among customers. Industrial Management & Data Systems, 119(7), 1411-1430.
Belleau, B. D., Summers, T. A., Xu, Y., & Pinel, R. (2007). Theory of reasoned action: Purchase intention of young consumers. Clothing and Textiles Research Journal, 25(3), 244-257.
Bevan-Dye, A.L. (2018). Relationship between generation Y students’ link sharing motives and word of-mouth communication on Facebook. International Journal of e-Business and e-Government Studies, 10(1), 1-17.
Bevan-Dye, A. L. (2019). Influence of perceived usefulness and credibility on South African generation Y students’ perceived value of online consumer reviews. International Journal of Innovation, Creativity and Change, 5(2), 679-696.
Bevan-Dye, A. L. (2020). Antecedents of Generation Y consumers’ usage frequency of online consumer reviews. Spanish Journal of Marketing-ESIC, 24(2), 193-212.
Bevan-Dye, A. L., & Akpojivi, U. (2016). South African Generation Y students’ self-disclosure on Facebook. South African Journal of Psychology, 46(1), 114-129.
Bom, S., Jorge, J., Ribeiro, H. M., & Marto, J. O. A. N. A. (2019). A step forward on sustainability in the cosmetics industry: A review. Journal of Cleaner Production, 225, 270-290.
Branigan, E., & Mitsis, A. (2014). Reach for Generation Y: using celebrity endorsement to communicate about nonprofit causes with young people in Australia. International Journal of Nonprofit and Voluntary Sector Marketing, 19(4), 314-321.
Cvetkovska, L. (2019). 24 Beauty industry statistics that will impress you. available athttps://loudcloudhealth.com/beauty-industry-statistics/ (accessed 13 November 2019).
Dawson, E. M., & Chatman, E. A. (2001). Reference group theory with implications for information studies: a theoretical essay. Information Research, 6(3), 6-3.
Dhanoa, R. and Goyal, N. (2018). Millennial generations’ susceptibility to interpersonal influence: a case of personal care products purchases. International Journal of Management Studies, 5, 73-78.
Dalziel, R. C., & De Klerk, N. (2021). Media and group influence on Generation Y consumers’ attitudes towards beauty products. Spanish Journal of Marketing-ESIC, 25(1), 115-136.
Demir, S. (2022). Comparison of Normality Tests in Terms of Sample Sizes under Different Skewness and Kurtosis Coefficients. International Journal of Assessment Tools in Education, 9(2), 397-409.
Denton, K. (2019). How social media uses the psychology of persuasion to influence the purchase of beauty products to the young generations (Doctoral dissertation, Southern New Hampshire University).
Deshmukh, G. K., & Banode, A. (2014). Students’ susceptibility to reference group influence on smartphone in Raipur City. In International Forum of Researcher Students and Academicians Business Review, 4(1), 68-73.
Englis, B. G., & Solomon, M. R. (1995). To be and not to be: Lifestyle imagery, reference groups, and the clustering of America. Journal of Advertising, 24(1), 13-28.
Ergin, E. A., Ozdemir, H., & Parilti, N. (2005). Brand loyalty in the cosmetics industry: A field study on Turkish womens brand loyalty among cosmetics products. Journal of Business & Economics Research (JBER), 3(5), 5-16.
Fashion United (2019). Global fashion industry statistics: international apparel. available at: https://fashionunited.com/global-fashion-industry-statistics/#tab2 (accessed 12 November, 2019).
Fernandez, P. R. (2009). Impact of branding on Gen Y’s choice of clothing. Journal of the South East Asia Research, 1(1), 79-95.
Fernandes, S., & Londhe, B. R. (2015). Influence of social reference group on buying behavior, a comparative study of working and non-working women in Bangalore-A pilot study analysis. Indian Journal of Science and Technology, 8, 95.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Ghigi, R., & Sassatelli, R. (2018). Body projects: fashion, aesthetic modifications and stylized selves. O. Kravets, P. Maclaran, S. Miles and A. Venkatesh, The SAGE Handbook of Consumer Culture, 290-315.
Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of fashion marketing and management, 19(1), 22-40.
Goldberg, R., & Groenewald, L. (2022). The influence of reference groups on the buying behaviour of singletons. Malaysian E Commerce Journal (MECJ), 6(2), 64-68.
Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109-120.
Hayes, A. F., & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British journal of mathematical and statistical psychology, 67(3), 451-470.
Huang, J. H., Lee, B. C., & Hsun Ho, S. (2004). Consumer attitude toward gray market goods. International marketing review, 21(6), 598-614.
Jones, A., & Kang, J. (2020). Media technology shifts: Exploring millennial consumers' fashion‐information‐seeking behaviors and motivations. Canadian Journal of Administrative Sciences, 37(1), 13-29.
Khan, N., Hui, L. H., Chen, T. B., & Hoe, H. Y. (2016). Impulse buying behaviour of generation Y in fashion retail. International Journal of Business and Management, 11(1), 144.
Kheiri, B., & Fathali, M. (2015). Investigating effective factors on purchase intention of luxury products. Journal of Marketing Management, 26, 1-24. [In Persian]
Khorakeyan, A. (2018). The average time of using cyber space in Iran is 3 hours more than the world average. Keyhan Newspaper, 2018-5-25, News Code 140555. [In Persian]
Khraim, H. S. (2011). The influence of brand loyalty on cosmetics buying behavior of UAE female consumers. International Journal of Marketing Studies, 3(2), 123-133.
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