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

الموضوعات : فصلنامه زن و جامعه

حسین معینی ¹ , فرشته مرادی ² , فرزانه جهرمی ³

1 - گروه مدیریت دانشگاه حضرت معصومه س
2 - کارشناسی ارشد، گروه مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران.
3 - کارشناسی ارشد، گروه مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران.

تاريخ الإرسال : 09 الثلاثاء , صفر, 1441 تاريخ التأكيد : 12 الإثنين , محرم, 1442 تاريخ الإصدار : 05 الخميس , ربيع الأول, 1442

الکلمات المفتاحية: &quot, مد&quot, , &quot, مدگرایی&quot, , &quot, علل مدگرایی&quot, , &quot, پیامدهای مدگرایی&quot, , &quot, نظریه پردازی داده بنیاد&quot, ,

ملخص المقالة :

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.

المصادر:

-  Afrough, E and Mehrabanifar, H. (2017). Prioritizing the fashion media policy based on the problematics of its cycle in Iranian society, Religion and Communication, Volume 24, Number 2 (52), pp. 44-9. (persian).

-  Al-Hosseini Al-Modarressi, Seyyed M, Mohammadi, F, Bagheri Qarabolagh, H and keshavarz Molaei, M, (2015). Investigating the effect of religion, materialism and consumer demographic characteristics on mental conflict with fashion clothing. Iranian Cultural Research Quarterly, No. 3, pp. 213-189.(persian).

-  Afrasiabi, H. Sayar Khalaj, H and Shokoohifar, K. (2016). Factors related to fashion among the youth of Yazd. Cultural Sociology, Institute of Humanities and Cultural Studies, No. 1, pp. 64-35. (persian).

-  Azari, S. Rezaei, H. Sadram, V, and Zarezadeh, F. (2016). Preserving cultural identity in the field of fashion. International Conference on Architecture, Urban Planning, Civil Engineering, Art and Environment. (persian).

-  Bing, H. (2014). “Current Fashion Buying Among Indian Female Upper-Middle Class With Reference To Tamil Nadu”, International Journal Of Marketing,  Financial Services & Management Research, IJMFSMR, 3 (6), pp. 117-128.

-  Babamiri, M. Qasemi, D. Zareh, R and Abbasi, M. (2011). Social and psychological factors affecting the use of cosmetics by female students. Skin and Beauty, No. 4. (persian).

-  Bokharaeei, A and Rafiei, m. (2016). Women and fashion trends. Women in Development and Politics, No. 3, pp. 328-309. (persian).

-  Do, H., & Lee, S. (2013). Fashion's roles in presentation of self in everyday life. In Luxury fashion and culture (pp. 47-65). Emerald Group Publishing Limited.‏

-  Delavar, A. (2012). Theoretical and practical foundations of research in humanities and social sciences. Tehran, Roshd Publications. The tenth edition. (persian).

-  Esfidani, M R, Nazari, M and Karimi Davijani, M. (2014). Investigating the social shopping behavior of fashion in Tehran clothing market. Journal of Modern Marketing Research, No. 13, pp. 190-173. (persian).

-  Fischer, P., & Ahlstrom, R., (2011), the dimension of Involvement: How they relateto fashion buying behavior, Modig, E Stochholm School of Economics.

-  Joung, H. M. (2014). Fast-fashion consumers’ post-purchase behaviours. International Journal of Retail & Distribution Management, 42(8), 688-697.‏

-  Jain, S., Khan, M. N., & Mishra, S. (2017). Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4-21.‏

-  Hassan, S. H., & Harun, H. (2016). Factors influencing fashion consciousness in hijab fashion consumption among hijabistas. Journal of Islamic Marketing, 7(4), 476-494.‏ Haluk Koksal, M. (2014). Psychological and behavioural drivers of male fashion leadership. Asia Pacific journal of marketing and logistics, 26(3), 430-449.‏

-  Honarvaran, Z. (2012). Study of the relationship between psychosocial factors and fashion in young people aged 15-29 in Shiraz. (persian).

-  Hyunji Do, Seulgi Lee. (2015). "Fashion's Roles in Presentation of Self in Everyday Life" In Luxury Fashion and Culture. Published online: 09 Mar 2015; 47-65.

-  Hatami, Kh, Kwasmi, A and Agha Yari mir, T. (2015). Investigating the relationship between homogeneity, individualism and socio-economic class with the degree of fashion. Applied Sociology, No. 60, pp. 212-199. (persian).

-  Izadi, e. (2016). Investigating the effective factors on fashion (chastity and hijab) in the view of Mazandaran University students. North Khorasan Law Enforcement Quarterly, No. 50-31. (persian).

-  Gentina, E., Shrum, L. J., & Lowrey, T. M. (2016). Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and US teenagers. Journal of Business Research, 69(12), 5785-5792.

-  Ghaderi, T and Rezaei, S. (2014). The relationship between cultural capital and youth tendency to fashion. Social Science Quarterly, No. 66. (persian).

-  Ghanbari Talab, M (2013). Fashion and imitation versus research. Growth of Social Science Education, No. 4. (persian).

-  Kabiri, A; Manouchehri, A and Babazadeh, R. (2018). Sociological analysis of the types of fashion among the citizens of West Azerbaijan province. Social Studies and Research in Iran, Volume 7, Number 4, pp. 763-789. (persian).

-  Khare, A. (2014). How cosmopolitan are Indian consumers?: a study on fashion clothing involvement. Journal of Fashion Marketing and Management, 18(4), 431-451.‏

-  Kang, J. (2010). Social shopping for fashion (Unpublished doctoral dissertation). State University of Louisiana.‏

-  Khorshidian, R. Sukhkian, H. Chupankareh, V. Ajdari, A and Emami, J. (2014). The role of the media in guiding public culture. Media and Culture Institute of Humanities and Cultural Studies, No. 2, pp. 89-73. (persian).

-  Leung, A. C., Yee, R. W., & Lo, E. S. (2015). Psychological and social factors of fashion consciousness: An empirical study in the luxury fashion market. Research Journal of Textile and Apparel, 19(3), 58-69.

-  Mam Elahi, b and elmi, M. (2013). Determining social factors related to fashion among students of Islamic Azad University, Tabriz Branch. Sociological Studies, No. 18, pp. 25-7. (persian).

-  Moeidfar, S and Haghighi, A. (2011). Social factors of fashion orientation among 15 to 29 year old youth in Tehran. Quarterly Journal of Strategic Studies in Sports and Youth, No. 15-14. (persian).

-  Mirabi, V R. Haghshenas Kashani, F and Afshari, A. (2013). Need to be unique. Marketing Management. (persian).

-  Mirjalili, A. (2013). Basics of fashion design. Arrangement Quarterly, No. 2, pp. 29-27. (persian).

-  O'Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882.‏

-  Poor Yousefi, H. Tayefeh, A and Aghapour Farkushev. M. (2009). Sociological study of the factors affecting the modeling of girls' social behavior. Journal of Social Sciences, No. 1, pp. 192-159. (persian).

-  Piltan, F and Talebi, H. (2013). Investigating the social factors of fashion tendency among adolescents. Journal of Youth Sociological Studies, No. 11, pp. 64-49. (persian).

-  Rafaat Jah, M. (2007). Female human identity in the challenge of makeup and fashion. Quarterly Journal of Women's Socio-Cultural Council, No. 38, pp. 179-135. (persian).

-  Shojaei, M S, (2009). Youth and Fashionism, Hadith Zandegi Monthly, No. 13, pp. 74-52. (persian).

-  Salehi, A and Romani, S. (2015). Investigating the relationship between lifestyle and religious attitude with the tendency towards students' fashion. Journal of Ethics, No. 40, pp. 171-153. (persian).

-  Shephard, A., Pookulangara, S., Kinley, T. R., & Josiam, B. M. (2016). Media influence, fashion, and shopping: a gender perspective. Journal of Fashion Marketing and Management, 20(1), 4-18.‏

-  Wu, M. S. S., Chaney, I., Chen, C. H. S., Nguyen, B., & Melewar, T. C. (2015). Luxury fashion brands: factors influencing young female consumers’ luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal, 18(3), 298-319.‏

-  Yang, K. P., & Mao, X. Y. (2007). A study of nurses’ spiritual intelligence: A cross-sectional questionnaire survey. International journal of nursing studies, 44(6), 999-1010.