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بررسی تأثیر عوامل شخصیتی مؤثر بر اعتیاد به خرید با اثر تعدیلگری چشموهمچشمی (مورد مطالعه: دانشجویان دانشگاه سمنان) | ||
مدیریت بازرگانی | ||
مقاله 11، دوره 7، شماره 3، 1394، صفحه 699-720 اصل مقاله (1.44 M) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.53196 | ||
نویسندگان | ||
عباسعلی رستگار1؛ محمد علی سیاه سرانی کجوری* 2 | ||
1دانشیار مدیریت رفتار سازمانی دانشکدة اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران | ||
2دانشجوی دکتری مدیریت بازاریابی بینالملل، دانشگاه سمنان، سمنان، ایران | ||
چکیده | ||
یکی از بخشهای رفتار مصرفکننده که کمتر به آن پرداخته شده است، خریدهای وسواسگونه، چشموهمچشمی و بهدنبال آن اعتیاد به خرید است. هدف پژوهش حاضر، بررسی تأثیر ویژگیهای شخصیتی بر خرید وسواسی، تأثیر خرید وسواسی بر اعتیاد به خرید با اثر تعدیلگری چشموهمچشمی است. این پژوهش کاربردی و از نظر هدف توصیفی است. جامعة آماری این تحقیق دانشجویان دانشگاه سمنان بودند که بهمنظور بررسی آنها از روش نمونهگیری خوشهای استفاده شد. با توجه به محدودبودن جامعة آماری، حجم نمونة آماری این پژوهش با استفاده از جدول مورگان 377 نفر بهدست آمد که تحلیل 380 پرسشنامة بینقص و کامل انجام گرفت. پایایی ابزار تحقیق از طریق بررسی سازگاری درونی و روایی آن از طریق روایی همگرا و روایی واگرا سنجیده و تأیید شد. برای بررسی فرضیات تحقیق نیز از مدل معادلات ساختاری استفاده شد. در سطح اطمینان 05/0 نتایج نشان داد ویژگیهای شخصیتی تأثیر مثبت و معناداری بر خرید وسواسگونه دارند. همچنین، خرید وسواسی تأثیر مثبت و معناداری بر اعتیاد به خرید دارد. متغیر چشموهمچشمی نیز تأثیر خرید وسواسی بر اعتیاد به خرید را بهصورت فزاینده تعدیل میکند. | ||
کلیدواژهها | ||
اعتیاد به خرید؛ چشموهمچشمی؛ خرید وسواسی؛ ویژگیهای شخصیتی | ||
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