شناسایی علل و پیامدهای گرایش زنان به مد با استفاده از نظریه داده بنیاد

محورهای موضوعی : فصلنامه زن و جامعه

حسین معینی ¹ (گروه مدیریت دانشگاه حضرت معصومه س)
فرشته مرادی ² (کارشناسی ارشد، گروه مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران.)
فرزانه جهرمی ³ (کارشناسی ارشد، گروه مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران.)

تاریخ دریافت : 1398/07/16 تاریخ پذیرش : 1399/06/10 تاریخ انتشار : 1399/08/01

کلید واژه: &quot, مد&quot, , &quot, مدگرایی&quot, , &quot, علل مدگرایی&quot, , &quot, پیامدهای مدگرایی&quot, , &quot, نظریه پردازی داده بنیاد&quot, ,

چکیده مقاله :

یکی از پدیده هایی که امروزه به صورت امری فراگیر درآمده و درگیری ذهنی بالایی برای زنان و جوانان ایجاد کرده، مدگرایی است. بدین جهت، هدف از انجام این پژوهش شناسایی علل و پیامدهای گرایش زنان به مد با استفاده از نظریه داده بنیاد است. پژوهش از نظر روش اجرا، کیفی، از بعد هدف، بنیادی و روش مورد استفاده، نظریه داده‌بنیاد است. جامعه آماری تحقیق تعداد30622 نفر از دانشجویان خانم دارای سن 30-18 سال ساکن شهرهای خرم‌آباد می‌باشد. که با استفاده از روش نمونه‌گیری نظری، در این پژوهش پاسخ‌های دریافتی پس از مصاحبه تعداد نمونه با 24 نفر به اشباع رسید. در تئوری داده بنیاد از رهیافت نظام‌‌مند که با اثر استراوس و کوربین شناخته می‌ شود، درواقع کدگذاری باز، محوری و انتخابی استفاده گردیده است. برای دستیابی به روایی و پایایی این پژوهش، توافق بین دو کدگذار(دانشجو و استاد راهنما) وجود داشته و نیز نتایج این تحقیق را به افراد با شرایط مشابه؛ یعنی دانشجویان خانم جوان دیگر نیز تعمیم داد. نتایج مقاله نشان داد که رفتارهای رقابتی، عوامل اجتماعی، تأیید و تحسین دیگران، تعلق و تأثیرات گروه‌ها، مدگرایی برای لذت بردن، خصوصیات روان‌شناختی، درگیری ذهنی با مد، کمبودها، عوامل موقعیتی، نمایش قدرت، فرهنگ و سبک زندگی، ایده‌آل‌گرایی، برندگرایی و عوامل بازاریابی و شبکه‌های اجتماعی بر مدگرایی مؤثر بوده که این عوامل در 5 دسته شرایط محوری، علی، زمینه‌ای، مداخله‌گر و راهبردی و همچنین پیامدهای مدگرایی دسته بندی و در نهایت مدل علل و پیامدهای گرایش زنان به مد با استفاده از نظریه داده بنیاد ارائه گردید.

چکیده انگلیسی:

One of the phenomena that has become widespread today and has created a high mental conflict for women and youth is modernism. Therefore, the purpose of this study is to identify the causes and consequences of women's tendency to fashion using data theory. The research is qualitative in terms of method of implementation, objective, fundamental and the method used is fundamental data theory. The study population consisted of 30622 female students aged 18-30 years living in Khorramabad. Using theoretical sampling method, in this study, the responses received after interviewing 24 samples were saturated. In the data theory of the foundation, the systematic approach known as the Strauss and Corbin approach has been used in open, axial, and selective coding. To determine the validity and reliability of this study, agreement was reached between the two coders (student and supervisor) and also the results of this study were generalized to people with similar conditions, ie, other young female students. The results showed that competitive behaviors, social factors, affirmation and appreciation of others, group affiliation and influences, enjoyment modality, psychological traits, mental conflict with fashion, deficiencies, situational factors, power display, culture and lifestyle , Idealism, branding, and marketing and social networking factors are influential on modernism, which are categorized into five categories: core, causal, contextual, interventionist, and strategic, as well as the consequences of categorization and ultimately modeling. The causes and consequences of women's tendency to fashion were presented using the data theory of the foundation.

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