مطالعه‌ی رابطه‌ی سبک زندگی و رفتار مصرف‌کننده (مطالعه‌ی موردی: زنان متأهل شهر شیراز)

محورهای موضوعی : فصلنامه زن و جامعه

بیژن خواجه نوری ¹ (دانشیار جامعه شناسی دانشگاه شیراز)
ابراهیم مساوات ² (دانشجوی دکتری دانشگاه یاسوج)

تاریخ دریافت : 1395/08/10 تاریخ پذیرش : 1396/08/02 تاریخ انتشار : 1398/05/01

کلید واژه: شیراز, زنان, سبک زندگی, مصرف, شبکه‌های مجازی, سبک دینی, رفتار مصرف‌کننده,

چکیده مقاله :

مصرف و مصرف گرایی، مقوله­ای چند بُعدی است که می­توان از ابعاد گوناگون به آن نگاه کرد. با وجود این­که مصرف، هدف نهایی تولید است و مطلوبیت بشر را افزایش می­دهد، اما روند کنونی مصرف و گسترش فزاینده­ی جامعه­ی مصرفی، بحران کنونی سیاره­ی زمین را شدت می­بخشد. میزان و نوع مصرف می‌تواند بیانگر مسائلی چون سبک زندگی، طبقه و حتی نوع نگرش افراد باشد و از سوی دیگر می‌توان با توجه به موارد یاد شده، میزان و نوع مصرف را سنجید. در این راستا، تحقیق حاضر جهت بررسی رابطه­ی بین سبک زندگی و رفتار مصرف­کننده در بین 383 نفر از زنان متأهل شهر شیراز، بر اساس جدول لین و با استفاده از ابزار پرسش­نامه­ی خودگزارشی و شیوه­ی نمونه‌گیری خوشه‌ای چندمرحله­ای در مناطق نه­گانه­ی شهر، انجام شد. روش تحقیق توصیفی و از نوع هم­بستگی است. هم­چنین اعتبار پرسش­نامه از طریق اعتبار صوری و پایایی آن از طریق ضریب آلفای کرونباخ تأیید گشت. نتایج حاصل از تجزیه و تحلیل داده‌ها بیانگر آن بود که ابعاد مختلف سبک زندگی، از جمله بُعد فرهنگی (407/0)، شبکه‌های مجازی (335/0)، مدیریت بدن و مصرف آرایش (365/0)، سبک دینی (128/0-) و فعالیت‌های گذران اوقات فراغت (397/0) رابطه­ی معنی‌داری با شیوه­ی رفتار مصرفی پاسخگویان داشته‌اند. هم­چنین بر اساس نتایج تحلیل رگرسیون، می‌توان نتیجه گرفت که 42 درصد از تغییرات متغیر وابسته، توسط متغیرهای مستقل وارد شده در معادله­ی رگرسیونی،  تبیین شده است.

چکیده انگلیسی:

Consumption and consumerism, is a multidimensional concept that can be looked at it from different aspects. Although, consumption is Final aim of production, but current process of consumption and increasing extension of consumer society, Intensify the crisis of the earth. Rate and kind of consumption can represent issues such as life style, class and attitude, and in the other hand we can measure rate and kind of  consumption by mentioned cases. In this way,  in this study data needed have been taken applying self-report questionnaires, and the Multiple-stage Cluster sampling technique between 383 married women of Shiraz city. The research method is descriptive and correlational. Also the validity was confirmed by formal validity and reliability by Cronbach's alpha coefficient. The results of the analysis of data show that different dimension of life style, such as cultural dimension (0.407), virtual networks (0.335), body management and make up consumption (0.365), religious style (-0.128) and Leisure activities (0.397) have significant relationship with consumer behavior. Also, based on regression analysis results, we can conclude that 42% of the dependent variable changes will be explained, by considering inserted variables into the regression model.

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