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
,
Vahid Reza Mirabi
2
1 - Facultu univresity
2 - Department of Business Management, Center Tehran Branch, Islamic Azad University, Tehran, Iran (responsible
Received: 2023-01-09
Accepted : 2023-03-14
Published : 2023-03-21
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.
References:
فهرست منابع
پژویان، جمشید (1388)،" بررسی اثر متغیرهای رفتاری و حکمرانی خوب "، فصلنامه اقتصاد مالی دانشکده اقتصاد و حسابداری واحد تهران مرکزی، شماره 7 ، تابستان.
صفرزاده، حسین؛ کمالی، کامل؛ بنکدار مازندرانی، نازنین ( 1391 )، " تاثیر هوش هیجانی کارکنان بر اثربخشی بازاریابی" ، فصلنامه اقتصاد مالی دانشکده اقتصاد و حسابداری واحد تهران مرکزی، دوره 14شماره 9 ،بهار.
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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