تأثيرپذيري از ديگران و الگوي مصرف منزلت‌گرا در شهروندان كاشان، سال 1396

(Relation of the Consumer Susceptibility to Interpersonal Influence and Pattern of Status Consumption in Citizens of Kashan (2017

در دهه اخير، الگوي مصرف و توجه به ابعاد اجتماعي و فرهنگي رفتار مصرف‌كنندگان توجه بسياري از صاحبنظران علوم را به خود معطوف داشته است. دراين‌ارتباط در دوره معاصر، پديده جديدي ظهور يافته است كه مصرف نه به سبب نياز، بلكه بنا به عوامل ديگري چون كسب پرستيژ، وجهه و تأثير نفوذ ديگران شكل مي‌گيرد. بر اين اساس، هدف اساسي اين مقاله شناسايي الگوي مصرف منزلت‌گرا و نيز چگونگي ارتباط و تعامل هر يك از متغيرهاي تشخص‌پذيري، تأثيرپذيري از ديگران و مصرف بدون توجه به نقش الگوي مصرف منزلت‌گرا در جامعه آماري موردمطالعه است. روش: اين مطالعه از نوع پيمايش اجتماعي بوده و داده‌هاي تحقيق با استفاده از تكنيك پرسشنامه توأم با مصاحبه جمع‌آوري شده است. جامعه آماري تحقيق شامل كليه شهروندان 15 سال به بالاي شهر كاشان در سال 1396 بوده است كه با استفاده از فرمول نمونه‌گيري كوكران تعداد 605 نفر به‌عنوان حجم نمونه تعيين و به روش تصادفي انتخاب و بررسي شده‌اند. يافته‌ها: نتايج وجود رابطه منفي بين مصرف بدون توجه به نقش و مصرف منزلت‌گرا و نيز رابطه مثبت بين متغيرهاي تشخص‌پذيري و تأثيرپذيري از نفوذ ديگران با ميزان مصرف منزلت‌گرا را نشان داده است. علاوه بر آن، نتايج تحليل مسير ميزان تأثير هر يك از متغيرهاي مصرف بدون توجه به نقش، تأثيرپذيري از نفوذ ديگران و تشخص‌پذيري بر متغير مصرف منزلت‌گرا را به ترتيب به ميزان 38/0-، 231/0، 08/0 نشان داده است. بحث: نتايج تحقيق با مباحث نظري صاحبنظران و يافته‌هاي تحقيقات محققان در اين زمينه قرابت و همخواني دارد. همچنين، بسياري از صاحبنظران بر نقش ميزان تأثيرپذيري از نفوذ ديگران بر مصرف منزلت‌گرا تأكيد كرده و اين امر در تحقيقات متعددي كه توسط پژوهشگران صورت گرفته است مورد تأييد قرار گرفته است. علاوه بر آن، نقش تشخص‌پذيري يا تمايل به منحصربه‌فرد بودن در مصرف منزلت‌گرا در رويكردهاي نظري و پژوهشي صاحبنظران و محققان مختلف مورد تأييد قرار گرفته است.

Introduction: Introduction: In recent decades, the pattern of consumption and attention to the social and cultural dimensions of consumer behavior has attracted the attention of many of the experts of social sciences and cultural studies. In this regard, in the contemporary period, a new phenomenon has emerged that consumption is not needed, rather, it is due to other factors, such as the acquisition of prestige, the image and influence of others. In Role-Relaxed Consumption, purchase of the product is for personal use only and attention to prestige or image is not transferable by product. These types of consumers are more concerned with the product’s usefulness than its apparent aspect, and they have a low score in terms of susceptibility to interpersonal influence and disregard social expectations. Susceptibility to interpersonal influence means how much of a person’s purchasing has been mentally and really influenced by others. High-impact people are more likely to be more influential when making purchasing decisions while individuals with low impact scores are more independent in the purchasing decision process. Accordingly, the basic purpose of this paper is to identify the pattern of status consumption as well as how to communicate and interact with each of the variables of individualistic orientation, the influence of individuals and consumption, regardless of their role on the dominant pattern of status consumption in the group of the participants studied in this research. Method: This study was a social survey and the research data were collected using interview questionnaire technique. In this research, for the purpose of measuring each of the main variables, the related locutions have been used in the form of the Likert Scale. Validity and reliability of locutions have been examined in the preliminary and final tests by using Cronbach’s Alpha Coefficient. After data collection, the analysis of the research findings was done using the SPSS computer program and needed statistical activities. In this study, the participants consisted of all citizens aged 15 years and older in Kashan in 2017. The sample size of this study was based on the Cochran sampling formula and its maximum application. The exact statistics of the sample size was estimated at 605 people among the citizens after distributing the preliminary copies of the questionnaire and estimating the variance of the variables. Results: The results of the research and the statistical activities using the Pearson correlation coefficient confirm that there is a negative and significant relationship between role-relaxed consumption and status consumption and a positive and significant relationship among the variables of individualistic orientation, consumer susceptibility to interpersonal influence, and the amount of role-relaxed consumption. In addition, the results of path analysis show that the variables of role-relaxed consumption, individualistic orientation, and consumer susceptibility to interpersonal influence were influenced by the status consumption variable; -38. 8 and 23.1 percent, respectively. The result of the study shows that the status consumption amount superfluity among role-relaxed consumption people in low, medium, and high level was 9.2%, 25.3% and 65.5%, respectively, and it decreased by increasing the amount of role-relaxed consumption. The results of statistical activity using Pearson correlation coefficient (r = _0.417 and sig = 0.000) indicate that there is a significant and negative relationship between the two variables at 99% confidence level. In examining the relationship between the degree of individualistic orientation and status consumption, the findings of the research indicate that, the level of status consumption would be increased by increasing the level of individualistic orientation in the manner that status consumption amount superfluity among individualistic orientation people with low frequency was at a rate of 34.1%. This rate has increased up to 39.5% among the respondents with a high degree of individualistic orientation. Discussion: The results of Pearson correlation coefficient indicated a direct relationship between the two variables (r = 0.133 and sig = 0.001). The result of the study shows that, the level of status consumption among respondents has been increased by increasing the respondent’s consumer susceptibility to interpersonal influence in the manner that status consumption amount superfluity among consumer susceptibility to interpersonal influence people with low frequency was at a rate of 32.2%. This rate has risen up to 36.5% among respondents with a high impact level. The results of Pearson correlation coefficient (r = 0.233 and sig = 0/000) indicate that there is a direct and significant relationship between the level of consumer susceptibility to interpersonal influence and the level of status consumption. This means that the level of status consumption increases by increasing the level of consumer susceptibility to interpersonal influence. In sum, the research results are in agreement with the theoretical issues of the experts and the findings of previous research. Accordingly, the results of this study showed a negative relationship between the two variables including role- relaxed consumption and status consumption. Many scholars have also emphasized that the level of consumer susceptibility to interpersonal influence plays a very important role in the level of status consumption. In addition, the role of individualistic orientation in the status consumption has been confirmed in the theoretical and research approaches of various scholars. Other researchers in their respective research studies also have been approved the relationship between the two variables. According to the results of this study, product prestige is of great importance for sample individuals in choosing and using the goods. In this type of consumer style, the purpose of buying and consuming is acquisition of a status through high value-exchange. Especially in societies which the aristocracy and old rich people have been forced to pass the power to the new rich ones. In other words, in this consumer style, goods are valuable and important to create social differences and be regarded as agents of communication.