The impact of cultural factors on the tendency to use cultural goods (Emphasizing on reading newspapers among people in Sari)

Subject Areas : Journal of Cultural Management

سعید sh ¹ , mohammad damavandinia ²

1 - گروه مدیریت فرهنگی، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران (نویسنده مسئول)
2 - Islamic Azad University, Isfahan (Khorasgan)

Received: 2023-06-26 Accepted : 2023-07-09 Published : 2023-05-22

Keywords: Cultural goods, Cultural Factors, Sari, Newspaper,

Abstract :

The purpose of this study was to investigate the role of cultural factors in the tendency to use cultural goods with an emphasis on the study of the newspaper among the people of Sari. This is an applied research. The research method is survey and cross-sectional. The statistical population in this research includes all citizens of Sari city, the sample size was 148 people. Random sampling method is simple. The data gathering tool was a researcher-made questionnaire. The reliability coefficient was obtained through Cronbach's alpha (0.902) and therefore the questionnaire has a good reputation. Also, according to the factor analysis, the questionnaire was validated based on the sample size sufficiency index (KMO) and the Bartlet symmetry index (BARTLETT). Data analysis was done by descriptive and inferential methods through SPSS software. In this test, correlation, single-variable t test, independent t-test, Friedman test were determined. The results of the research show that: citizenship values, beliefs and technology in the tendency in Sari citizens to study the newspaper are above the average. But norms, unlike other variables in the tendency in Sari citizens, have contributed to the study of the newspaper at below-average levels. The study is below the average in the tendency in Sari citizens to use the newspaper. According to Friedman's ranking, the beliefs of the highest priority and technology have the lowest priority of the variables.