مطالعه‌ی رابطهی سبک زندگی و رفتار مصرفکننده (مطالعه‌ی موردی: زنان متأهل شهر شیراز)
محورهای موضوعی : فصلنامه زن و جامعه
بیژن خواجه نوری
1
,
ابراهیم مساوات
2
1 - دانشیار جامعه شناسی دانشگاه شیراز
2 - دانشجوی دکتری دانشگاه یاسوج
کلید واژه: شیراز, زنان, سبک زندگی, مصرف, شبکه‌های مجازی, سبک دینی, رفتار مصرفکننده,
چکیده مقاله :
مصرف و مصرف گرایی، مقولهای چند بُعدی است که میتوان از ابعاد گوناگون به آن نگاه کرد. با وجود اینکه مصرف، هدف نهایی تولید است و مطلوبیت بشر را افزایش میدهد، اما روند کنونی مصرف و گسترش فزایندهی جامعهی مصرفی، بحران کنونی سیارهی زمین را شدت میبخشد. میزان و نوع مصرف می‌تواند بیانگر مسائلی چون سبک زندگی، طبقه و حتی نوع نگرش افراد باشد و از سوی دیگر میتوان با توجه به موارد یاد شده، میزان و نوع مصرف را سنجید. در این راستا، تحقیق حاضر جهت بررسی رابطهی بین سبک زندگی و رفتار مصرفکننده در بین 383 نفر از زنان متأهل شهر شیراز، بر اساس جدول لین و با استفاده از ابزار پرسشنامهی خودگزارشی و شیوهی نمونه‌گیری خوشه‌ای چندمرحلهای در مناطق نهگانهی شهر، انجام شد. روش تحقیق توصیفی و از نوع همبستگی است. همچنین اعتبار پرسشنامه از طریق اعتبار صوری و پایایی آن از طریق ضریب آلفای کرونباخ تأیید گشت. نتایج حاصل از تجزیه و تحلیل داده‌ها بیانگر آن بود که ابعاد مختلف سبک زندگی، از جمله بُعد فرهنگی (407/0)، شبکه‌های مجازی (335/0)، مدیریت بدن و مصرف آرایش (365/0)، سبک دینی (128/0-) و فعالیت‌های گذران اوقات فراغت (397/0) رابطهی معنی‌داری با شیوهی رفتار مصرفی پاسخگویان داشته‌اند. همچنین بر اساس نتایج تحلیل رگرسیون، میتوان نتیجه گرفت که 42 درصد از تغییرات متغیر وابسته، توسط متغیرهای مستقل وارد شده در معادلهی رگرسیونی، تبیین شده است.
Consumption and consumerism, is a multidimensional concept that can be looked at it from different aspects. Although, consumption is Final aim of production, but current process of consumption and increasing extension of consumer society, Intensify the crisis of the earth. Rate and kind of consumption can represent issues such as life style, class and attitude, and in the other hand we can measure rate and kind of consumption by mentioned cases. In this way, in this study data needed have been taken applying self-report questionnaires, and the Multiple-stage Cluster sampling technique between 383 married women of Shiraz city. The research method is descriptive and correlational. Also the validity was confirmed by formal validity and reliability by Cronbach's alpha coefficient. The results of the analysis of data show that different dimension of life style, such as cultural dimension (0.407), virtual networks (0.335), body management and make up consumption (0.365), religious style (-0.128) and Leisure activities (0.397) have significant relationship with consumer behavior. Also, based on regression analysis results, we can conclude that 42% of the dependent variable changes will be explained, by considering inserted variables into the regression model.
Abazari, Y.; Varij Kazemi, A. (2005). Order theoretical approaches: from sociology to cultural studies, Journal of Social Science, No. 25, pp. 167-195. (PERSIAN)
Ajzen, I. (2008). Consumer Attitudes and Behavior , In Curtis P. Haugtveddt, Paul M. Herr & Frank R.Kardes (Eds.) Handbook of Consumer Psychology, NewYork: Lawrence Erlbaum Association, pp. 525-558.
Almjeld, J.M. (2008). The Girls of Myspace. College of Bowling Green State University.
Anderson, W.T. and Golden, L. (1984). "Life-style and Psychographics: a Critical Review and Recommendation", in Kinnear, T. (Ed.), Advances in Consumer Research, XI, Association for Omsumer Research, Ann Arbor, MI, pp. 405-411.
Azad Armaki, T.; Chavoshian, H. (2002). Body as media od identity, Journal of Sociology Iran, Vol. 4, No. 4, pp. 57-75. (PERSIAN)
Bagheri, M., Rezadousat,K., Avini, M. & Mavalizadeh, E (2016). A Study on Effect of Globalization on Changing Food Patterns among Students, Quartely Journal of Social Development, Vol.10, No.4, pp. 59-76. (PERSIAN)
Bagheri, M. (2009). Consumption patterns based on Islamic values, Journal of Islamic Economics, Vol. 9, No. 34, pp. 39-65. (PERSIAN)
Benet, A. (2007). Culture and everyday life, Translated by Leyla JoAfshani, Tehran: Akhtaran. (PERSIAN)
Bocock, R. (2002). Consumption, Translated by Khosro Saboori, Tehran: Shirazeh. (PERSIAN)
Bourdieu, P. (2013). Distiction, Translated by Hasan Chavoshain, Tehran: Sales. (PERSIAN)
Buckley, M; Cowan,C; McCarthy, M (2007)." The Convenience Food Market in Great Britain: Convenience Foodlifestyle (CFL) Segments", Appetite, Vol. 49, pp.600-617.
Chaney, D. (1996). Lifestyle, London, Routledge.
Chavoshian, H.; Abazari, Y. (2002). From social class to lifestyle: Emerging Trends in Sociological Analysis of Social Identity, Journal of Social Science, No. 20, pp. 27-37. (PERSIAN)
Clark, L.M (2002)." US adolescent Religion Identity, The Media, and the "Funky" Side Of Religion", Journal of Communication, Vol. 21, pp. 794-811.
Dehghan, A. (1998). Evaluate the effect of media on public opinion, Journal of Social Science, No. 13, pp. 3-25. (PERSIAN)
Ebrahimi Lodieh, E., Rezaeizadeh, H. (2013).The Taste of the Cinema-goers in Rasht, Sociological Journal of Art & Literature, Vol. 5, No.1, pp. 103-124. (PERSIAN)
Heiman,A., Just,D.,Mcwilliams,B., Zilberman,D. (2009) "Religiosty, Life Stayleand Food Consumption",Giannini foundation of agricultural economic,
http://www.agecon, ucdavis.edu/extension/update/articles/v8n2_4.pdf, [May 2009].
Imamjomezadeh, S.j., Ebrahimipour, H. , Malekan, M. & Mahmoudoghli, R. (2015). Investigating the Relationship between Internet Use and Life Style among Students: a Case Study on Isfahan University, Social Welfare quarterly, Vol. 14, Issue 55(1), pp. 291-314. (PERSIAN)
Fathi, S., Vosoughi, M., Salmani, G. (2014). Investigating the relationship between using virtual social networks and youth lifestyles (Khalkhal city youth), Sociological Studies of Youth Journal, No. 13, pp. 69-88. (PERSIAN)
Fazeli, M. (2003). Consumption and lifestyle, Tehran: Sobhe Sadegh. (PERSIAN)
Giddens, A. (1999). Modernization and individuation, Translated by Naser Movafaghian, Tehran: Ney. (PERSIAN)
Ghiasvand, A. (2010). Book consumption in lifestyle of Tehranian citizens, Journal of mehr Book, No. 7, pp. 70-91. (PERSIAN)
Holt,C.L.,Haire_Joshu.L.D.,Lukwago.N.S.,Lewellyn.A.l,Kreuter,W.M. (2005). "The Role of Religious in Dietary Belifes and Behavior among American Women", cancercontrol, http//www.moffitt.org/moffittapps/ccj/v12s5/pdf/84.pdf , [May 2009].
Kahle, L.R.; Kau, A.; Tambyan, S.; Tan, S. & K, Jung (2005). "Religion, Religiosity, and Values, Implication For Consumer Behavior", in Haugtredt, c.p., Merunka, D. and Warlop, l.(Eds), the la londa Seminar, 32nd International research Seminar in Marketing, La Londa- les- Maures, pp.245-259.
Khajenoori, B.; Parnian, L. & S. Hemmat (2014). The Study of Life Style and Social Identity, Journal of Iranian culture, Vol.7, No.1, pp. 69-94. (PERSIAN)
Khajenoori, B.; Ruhani, A. & S. Hashemi (2011). Relationship between lifestyle and body image, Journal of Iranian culture, Vol.4, No.1, pp. 79-103. (PERSIAN)
Khajenoori, B.; Moghaddas, A. (2005). Globalization and social capital of women, Journal of Social Sciences Faculty of Literature and Humanities University of Mashhad, Vol. 5, No.2, pp. 131-154. (PERSIAN)
Lin, Nan (1978). Foundations of Social research, New York: McGraw Hill.
Lindsay, N. J.; Jordaan, A. & W. A. Lindsay (2005). "Values And Entrepreneurial Attitude as Pridictors of Nascent Entrepreneur Intentions", Centre for the Development of Entrepreneurs, School of Management, City West Campus, North Terrace, University of South Australia, Adelaide SA 5001, Australia, < http://www.cbi. Misstate.edu/faculty/warkentin/SecurityPapers/Merrill/LindsayJordaanLindsay2005_ICSB_Values.pdf> [Cited Jan 2011].
Minkler,L. & M. Cosgel (2004). "Religion and Consummation", University of Connecticut. http://www.econ.unconn.edu [June 2012].
Mirzayi, H.; Amini, S. (2005). A content analysis of television commercials with an emphasis on social class and lifestyle, Iranian Journal of Cultural Studies and Communications, pp. 135-153. (PERSIAN)
Mousavi, S., Rad, F. (2015). The relationship between how to use the media and the lifestyle of Tabriz citizens, The Journal of Sociology Studies, Vol. 8, Issue 28, pp. 25-39. (PERSIAN)
Muhamad, N. & D. Mizerski (2010). "The Constructs Mediating Religions’ Influence on Buyers and Consumers", Journal of Islamic Marketing, Vol. 1, No. 2, pp. 124-135.
Puffer, K.A.; Pence, K.G.; Graverson, T.M.; Wolf, M.; Pate, E. & S. Clegg (2008). "Religious Doubt And Identity Formation: Salient Predictors of Adolescent Religious Doubt ", Journal of Psychology and Theology, Vol. 36, No. 4, pp. 270-284.
Quelhas Brito, P.(2008). "Conceptualizing and Illustrating the Digital Life Stayle of Youth", http://www.fep.up.pt/investigacao/workingpapers/08.10.31_wp300.pdf. [May 2009].
Rabbani, R.; Rastegar, Y. (2007). Young, lifestyle and consumer culture, Monthly cultural engineering, Vol. 3, No. 23 & 24, pp. 44-53. (PERSIAN)
Rabbani, R.; Shiri, H. (2009). Leisure and social identity, Journal of Iranian culture, Vol. 2, No. 8, pp. 209-242. (PERSIAN)
Rahmati, M. M., bakhshi, S. (2015). Lifestyle and Consumption, case study: cellphone, Motaleat Farhangi, Vol. 8, No. 4, pp. 119-142. (PERSIAN)
Rahmat Abadi, A.; Agha Bakhshi, H. (2005). Lifestyle and youth identity, Journal of Social Welfare, Vol. 5, No. 20, pp. 235-253. (PERSIAN)
_||_