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)

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

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