بررسی نقش متغیرهای رسانه و همسالان در گرایش دانشجویان دختر نسبت به محصولات آرایشی و بهداشتی: تئوری عمل منطقی بسط یافته
الموضوعات : مدیریت بازاریابی
محمد نظری پور
1
(استادیار، گروه حسابداری، دانشگاه حضرت معصومه (س)، قم، ایران)
بهار دستاران
2
(کارشناسی ارشد حسابداری، مدرس گروه حسابداری، دانشکده دختران الزهرا، دانشگاه فنی و حرفه ای، شیراز، ایران)
الکلمات المفتاحية: رسانه, همسالان, تئوری عمل منطقی, دانشجویان دختر, محصولات آرایشی و بهداشتی,
ملخص المقالة :
موضوعات آرایشی و بهداشتی برای زنان به ویژه دختران جوان از اهمیت زیادی برخوردار است. تاثیر ویژگی های شخصیتی و عوامل محیطی و اجتماعی در این فرایند غیرقابل انکار است. در همین راستا، پژوهش حاضر تلاش کرده است گرایش دانشجویان دختر نسبت به محصولات آرایشی و بهداشتی براساس تئوری عمل منطقی بسط یافته و با تعدیل گری متغیرهای رسانه و همسالان مورد مطالعه و بررسی قرار دهد. این پژوهش به لحاظ هدف کاربردی و به لحاظ گردآوری داده ها همبستگی - مقطعی است. جامعه آماری پژوهش حاضر دانشجویان دختر مقطع کارشناسی علوم اداری شاغل به تحصیل در دانشگاه های مستقر در شیراز و قم بودند. بازه زمانی این پژوهش نیم سال دوم سال تحصیلی 1402-1401 بود. برای آزمون فرضیه های پژوهش از مدل سازی معادلات ساختاری و تحلیل واریانس رتبه ای استفاده شده است. بنابر یافته های این پژوهش، متغیرهای رسانه، همسالان، نگرش و هنجارهای ذهنی بر قصد خرید محصولات آرایشی و بهداشتی از سوی دانشجویان دختر دارای اثر مثبت و معناداری است. همچنین متغیر رسانه دارای اثر تعدیلی بر رابطه بین نگرش و قصد خرید و متغیر همسالان دارای اثر تعدیلی بر رابطه بین هنجارهای ذهنی و قصد خرید می باشند. براساس آزمون کروسکال والیس متغیرهای اصلی پژوهش (قصد خرید، نگرش و هنجارهای ذهنی) در میان گروه های مختلف سنی تفاوت معناداری با یکدیگر ندارند. درنهایت، یافته های این پژوهش نشان می دهد دو متغیر رسانه و همسالان نقش مهمی در فروش محصولات آرایشی و بهداشتی دارند. لذا ضرورت استفاده از رسانه های اجتماعی جدید، پلت فرم ها و اینفلوئنسرها غیرقابل انکار است.
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Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. The handbook of attitudes, 173(221), 31.
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Asogwa, C. E., Okeke, S. V., Gever, V. C., & Ezeah, G. (2020). Gender disparities in the influence of social media advertisements on buying decision in Nigeria. Communication: South African Journal of Communication Theory and Research, 46(3), 87-105.
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Bakar, M. H. A., Desa, M. A. M., & Mustafa, M. (2015). Attributes for image content that attract consumers’ attention to advertisements. Procedia-Social and Behavioral Sciences, 195, 309-314.
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of business research, 68(5), 978-985.
Barry, C.M. and Wentzel, K.R. (2006). Friend influence no prosocial behavior: the role of motivational factors and friendship characteristics. Developmental Psychology, 4291), 153-163.
Baudson, T. G., Weber, K. E., & Freund, P. A. (2016). More than only skin deep: appearance self-concept predicts most of secondary school students’ self-esteem. Frontiers in psychology, 7, 1568.
Belanche, D., Casaló, L. V., & Flavián, C. (2019). Artificial Intelligence in FinTech: understanding robo-advisors adoption among customers. Industrial Management & Data Systems, 119(7), 1411-1430.
Belleau, B. D., Summers, T. A., Xu, Y., & Pinel, R. (2007). Theory of reasoned action: Purchase intention of young consumers. Clothing and Textiles Research Journal, 25(3), 244-257.
Bevan-Dye, A.L. (2018). Relationship between generation Y students’ link sharing motives and word of-mouth communication on Facebook. International Journal of e-Business and e-Government Studies, 10(1), 1-17.
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Bevan-Dye, A. L., & Akpojivi, U. (2016). South African Generation Y students’ self-disclosure on Facebook. South African Journal of Psychology, 46(1), 114-129.
Bom, S., Jorge, J., Ribeiro, H. M., & Marto, J. O. A. N. A. (2019). A step forward on sustainability in the cosmetics industry: A review. Journal of Cleaner Production, 225, 270-290.
Branigan, E., & Mitsis, A. (2014). Reach for Generation Y: using celebrity endorsement to communicate about nonprofit causes with young people in Australia. International Journal of Nonprofit and Voluntary Sector Marketing, 19(4), 314-321.
Cvetkovska, L. (2019). 24 Beauty industry statistics that will impress you. available athttps://loudcloudhealth.com/beauty-industry-statistics/ (accessed 13 November 2019).
Dawson, E. M., & Chatman, E. A. (2001). Reference group theory with implications for information studies: a theoretical essay. Information Research, 6(3), 6-3.
Dhanoa, R. and Goyal, N. (2018). Millennial generations’ susceptibility to interpersonal influence: a case of personal care products purchases. International Journal of Management Studies, 5, 73-78.
Dalziel, R. C., & De Klerk, N. (2021). Media and group influence on Generation Y consumers’ attitudes towards beauty products. Spanish Journal of Marketing-ESIC, 25(1), 115-136.
Demir, S. (2022). Comparison of Normality Tests in Terms of Sample Sizes under Different Skewness and Kurtosis Coefficients. International Journal of Assessment Tools in Education, 9(2), 397-409.
Denton, K. (2019). How social media uses the psychology of persuasion to influence the purchase of beauty products to the young generations (Doctoral dissertation, Southern New Hampshire University).
Deshmukh, G. K., & Banode, A. (2014). Students’ susceptibility to reference group influence on smartphone in Raipur City. In International Forum of Researcher Students and Academicians Business Review, 4(1), 68-73.
Englis, B. G., & Solomon, M. R. (1995). To be and not to be: Lifestyle imagery, reference groups, and the clustering of America. Journal of Advertising, 24(1), 13-28.
Ergin, E. A., Ozdemir, H., & Parilti, N. (2005). Brand loyalty in the cosmetics industry: A field study on Turkish womens brand loyalty among cosmetics products. Journal of Business & Economics Research (JBER), 3(5), 5-16.
Fashion United (2019). Global fashion industry statistics: international apparel. available at: https://fashionunited.com/global-fashion-industry-statistics/#tab2 (accessed 12 November, 2019).
Fernandez, P. R. (2009). Impact of branding on Gen Y’s choice of clothing. Journal of the South East Asia Research, 1(1), 79-95.
Fernandes, S., & Londhe, B. R. (2015). Influence of social reference group on buying behavior, a comparative study of working and non-working women in Bangalore-A pilot study analysis. Indian Journal of Science and Technology, 8, 95.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Ghigi, R., & Sassatelli, R. (2018). Body projects: fashion, aesthetic modifications and stylized selves. O. Kravets, P. Maclaran, S. Miles and A. Venkatesh, The SAGE Handbook of Consumer Culture, 290-315.
Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of fashion marketing and management, 19(1), 22-40.
Goldberg, R., & Groenewald, L. (2022). The influence of reference groups on the buying behaviour of singletons. Malaysian E Commerce Journal (MECJ), 6(2), 64-68.
Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109-120.
Hayes, A. F., & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British journal of mathematical and statistical psychology, 67(3), 451-470.
Huang, J. H., Lee, B. C., & Hsun Ho, S. (2004). Consumer attitude toward gray market goods. International marketing review, 21(6), 598-614.
Jones, A., & Kang, J. (2020). Media technology shifts: Exploring millennial consumers' fashion‐information‐seeking behaviors and motivations. Canadian Journal of Administrative Sciences, 37(1), 13-29.
Khan, N., Hui, L. H., Chen, T. B., & Hoe, H. Y. (2016). Impulse buying behaviour of generation Y in fashion retail. International Journal of Business and Management, 11(1), 144.
Kheiri, B., & Fathali, M. (2015). Investigating effective factors on purchase intention of luxury products. Journal of Marketing Management, 26, 1-24. [In Persian]
Khorakeyan, A. (2018). The average time of using cyber space in Iran is 3 hours more than the world average. Keyhan Newspaper, 2018-5-25, News Code 140555. [In Persian]
Khraim, H. S. (2011). The influence of brand loyalty on cosmetics buying behavior of UAE female consumers. International Journal of Marketing Studies, 3(2), 123-133.
Kelić, I. (2021). Generation Y perception and satisfaction in online purchasing process. International journal of multi-disciplinarity in business and science, 7(11), 5-12.
Krasniqi, M. (2014). Attitudes and costumer behaviour. European Journal of Social Science Education and Research, 1(2), 98-104.
Leelakulthanit, O. (2013). The happiness of gen Y female and male shoppers. paper presented at the 1st International Conference on New Directions in Business, Management, Finance, and Economics, Famagusta, 12-14 September.
Lim, H., & Dubinsky, A. J. (2005). The theory of planned behavior in e‐commerce: Making a case for interdependencies between salient beliefs. Psychology & Marketing, 22(10), 833-855.
Liu, Y., Lu, J., & Qi, G. (2021, December). A Summary of the Marketing Strategies of Luxury Cosmetics Brands. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) (pp. 790-800). Atlantis Press.
Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153.
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