ارزیابی تاثیر دینداری و آگاهی از مُد بر قصد خرید محصولات حجاب زنان جامعه ایرانی

محورهای موضوعی : فصلنامه زن و جامعه

مجید احمدی ¹ , علیرضا روستا ² , زهرا قره داغی ³

1 - هیات علمی وابسته، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران
2 - دانشیار، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران
3 - گروه مدیریت بازرگانی، واحد بین الملل کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران

تاریخ دریافت : 1402/03/13 تاریخ پذیرش : 1403/02/07 تاریخ انتشار : 1403/05/01

کلید واژه: دینداری, آگاهی از مُد, بازاریابی محتوا, اثربخشی ادراک شده مصرف کننده, قصد خرید محصولات حجاب,

چکیده مقاله :

هدف: هدف از پژوهش، ارزیابی تاثیر دینداری و آگاهی از مُد بر قصد خرید محصولات حجاب زنان جامعه ایرانی دانشجوی تحصیلات تکمیلی در شهرهای تهران، تبریز، مشهد، اصفهان و شیراز بوده است. روش­: پژوهش حاضر از حیث هدف یک پژوهش کاربردی و از حیث نحوه گردآوری داده‌ها یک پژوهش توصیفی و از نوع همبستگی است. جامعه آماری پژوهش، تمامی دانشجویان دختر تحصیلات تکمیلی شهرهای تهران، تبریز، مشهد، اصفهان و شیراز می‌باشد. همچنین تعداد ٣٨٤ نفر با روش فرمول کوکران به عنوان نمونه تعیین شده و 410 پرسشنامه به روش نمونه‌گیری در دسترس توزیع و تعداد 397 پرسشنامه جمع‌آوری گردیده است. پایایی پرسشنامه با ارزیابی ضریب آلفای کرونباخ مورد سنجش قرار گرفت که به میزان 820/٠ بوده است. در آزمون فرضیات پژوهش از مدل‌سازی معادلات ساختاری به کمک نرم‌افزار Smart-PLS استفاده شد. یافته­ ها: نتایج نشان داد که دینداری، هنجارهای ذهنی، اثربخشی ادراک‌شده مصرف‌کننده، بازاریابی محتوا، آگاهی از مُد و منبع شناخت مُد بر قصد خرید محصولات حجاب زنان ایرانی دانشجوی تحصیلات تکمیلی شهرهای تهران، تبریز، مشهد، اصفهان و شیراز تأثیر معناداری دارند. همچنین نقش دینداری بر نگرش نسبت به رفتار نشان داده شده است. نگرش نسبت به رفتار بر قصد خرید محصولات حجاب زنان ایرانی تاثیر مثبتی دارد. در نهایت، نقش کنترل رفتاری درک‌شده بر قصد خرید محصولات حجاب زنان ایرانی ناچیز است.

چکیده انگلیسی:

The aim of the research was to evaluate the effect of religiosity and fashion awareness on the intention to purchase hijab products of women in the Iranian society.

The current research is an applied research in terms of its purpose and a descriptive and correlational research in terms of data collection. The statistical population of the research is all female graduate students in the cities of Tehran, Tabriz, Mashhad, Isfahan and Shiraz. Also, the number of 384 people was determined as a sample using Cochran's formula method, and 410 questionnaires were distributed using available sampling method and 397 questionnaires were collected. The reliability of the questionnaire was evaluated by evaluating Cronbach's alpha coefficient, which was 0.820.

The results showed that religiosity, subjective norms, perceived consumer effectiveness, content marketing, awareness of fashion, and the source of fashion knowledge have a significant effect on the intention to purchase hijab products of Iranian graduate students in Tehran, Tabriz, Mashhad, Isfahan, and Shiraz. Also, the role of religiosity on attitude towards behavior has been shown. Attitude towards behavior has a positive effect on the intention to buy hijab products of Iranian women. Finally, the role of perceived behavioral control on the purchase intention of Iranian women's hijab products is insignificant.

In this research, religiosity had the greatest effect on attitude towards behavior with a score of 9.238, and perceived behavioral control had the least effect on the intention to purchase hijab products of women in the Iranian society with a score of 2.796.

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