Identifying and ranking the impact of lifestyle variables and behavioral indicators on purchase decisions and mental conflicts after purchase - case study: young women with financial resources and high income in Tehran city.
Subject Areas : Financial Economics
seyed Mohamad Taghi Hosseinikia
1
(
Facultu univresity
)
Vahid Reza Mirabi
2
(
Department of Business Management, Center Tehran Branch, Islamic Azad University, Tehran, Iran (responsible
)
Keywords: D21, D91, Keywords: Behavioral variables of lifestyles, purchase decisions, mental conflicts after purchase JEL Classification : M31,
Abstract :
AbstractPurpose: The main purpose of the research is to Identifying and ranking the impact of lifestyle variables and behavioral indicators on purchase decisions and mental conflicts after purchase - case study: young women with financial resources and high income in Tehran city..Research method: 10 variables. A behavior was identified through the Delphi group. The research is descriptive-survey in terms of method, practical in terms of purpose, the method of collecting data in the field through a questionnaire with a Likert scale and validity and reliability has been confirmed. The statistical sample size was determined to be 384 people.Findings: After analyzing the data, all the hypotheses were confirmed and in the following order, they had the greatest impact on women's purchase decisions: self-deceiving behavior styles (1) successful people (2). herd behavior (3), aura effect (4), sophistry of gamblers (5), gap (6), idealism (7), realism (8), anchoring (9), projection (10) ).Conclusion: The results show that the decisions made based on behavioral variables have more satisfaction and cognitive inconsistency, mental conflict and psychological tension after purchase.
فهرست منابع
ناصری سیامگ ، آرایی وحید ، جمشیدی مینا ( 1401)،" شناسایی الگوی بازاریابی حسی با رویکرد هوش هیجانی به منظور تحقق حکمرانی خوب" ، فصلنامه اقتصاد مالی دانشکده اقتصاد و حسابداری واحد تهران مرکزی، دوره 16 شماره 3 ، پاییز
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