Analysis of the effects of social identity on women's shopping behavior in the field of clothing
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Abstract :
This article examines and analyzes the effects of social identity on women's shopping behavior in the field of clothes in department stores in the central cities of Mazandaran. The views of Anthony Giddens and Pierr Bourdieu were chosen as the theoretical framework. The research method is a survey and the instrument for measuring the variables is a questionnaire. The sampling method is a multi-stage cluster and the sample size is 384 according to Cochran's formula. The method of data analysis is Pearson's correlation coefficient and regression analysis using SPSS software. Face validity was used to measure credibility and Cronbach's alpha coefficient for the independent variable of social identity was equal to 0.74 and the dependent variable of purchasing behavior was equal to 0.84, which indicates the reliability of the distribution of these variables. The findings showed that the average buying behavior among people was relatively high. About 25.6 percent of their purchases are low, about 34.4 percent are average, and about 40.1 percent are high. The average score obtained in the five dimensions of religious identity, family identity, group identity, national identity and personal identity was low. There is a positive and direct relationship between the variables of social identity and the purchasing behavior of women. It means that women feel a greater need to shop in order to gain their personal and social identity. Pearson's correlation coefficient between social identity and women's shopping behavior is equal to 0.487. The identity dimension of purchasing behavior has the highest correlation coefficient with social identity and the Pearson correlation coefficient between them is equal to 0.511. Also, the supervisory dimension of shopping behavior has the lowest correlation (with a coefficient of 0.361) with social identity among the dimensions of women's shopping behavior. The results of the regression analysis show that 23.7% of the changes in women's shopping behavior in the field of clothing are related to the social identity variable.