تأثير انگيزه هاي مصرف اخلاقي بر رضايت از خريد مصرف كنندگان پوشاك با رفتار مصرف اخلاقي

The Effect of Ethical Consumption Motivations on Satisfaction of Purchasing Clothing Consumers with Ethical Consumption Behavior

اﻣﺮوزه رﻓﺘﺎر ﻣﺼﺮف اﺧﻼﻗﯽ ﻣﻨﺠﺮ ﺑﻪ رﺿﺎﯾﺖﻣﻨﺪي ﻧﻬﺎﯾﯽ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن از ﺧﺮﯾﺪ و ﻣﺼﺮف ﮐﺎﻻﻫﺎ و ﺧﺪﻣﺎت ﻣﯽﺷﻮد. ﻣﻄﺎﻟﻌﻪ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ اﻧﮕﯿﺰهﻫﺎي ﻣﺼﺮف اﺧﻼﻗﯽ از ﻃﺮﯾﻖ رﻓﺘﺎر ﻣﺼﺮف اﺧﻼﻗﯽ ﺑﺮ رﺿﺎﯾﺖ از ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﭘﻮﺷﺎك در ﺷﻬﺮﻫﺎي اﯾﻼم، ﺧﺮم آﺑﺎد و ﮐﺮﻣﺎﻧﺸﺎه، ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻮع ﭘﯿﻤﺎﯾﺸﯽ ﺑﻮده و از ﻧﻈﺮ ﻫﺪف ﺗﻮﺳﻌﻪاي ﮐﺎرﺑﺮدي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﻤﺎم ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﭘﻮﺷﺎك در ﺳﻪ ﺷﻬﺮ ذﮐﺮ ﺷﺪه ﻣﯽﺑﺎﺷﺪ، ﮐﻪ ﺑﺎ اﺳﺘﻔﺎده از ﺟﺪول ﻣﻮرﮔﺎن ﻧﻤﻮﻧﻪاي ﻣﻌﺎدل 384 ﻧﻔﺮ ﺟﻬﺖ ﻣﻄﺎﻟﻌﻪ اﻧﺘﺨﺎب ﺷﺪ. اﺑﺰار ﮔﺮدآوري اﻃﻼﻋﺎت، ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﺑﻮده ﮐﻪ رواﯾﯽ آن ﺗﻮﺳﻂ ﺧﺒﺮﮔﺎن ﺗﺄﯾﯿﺪ ﺷﺪه و ﭘﺎﯾﺎﯾﯽ ﻫﻤﻪ ﻣﺘﻐﯿﺮﻫﺎي ﺗﺤﻘﯿﻖ ﺑﺎ اﺳﺘﻔﺎده از ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﻫﻤﻪ ﻣﺘﻐﯿﺮﻫﺎ ﺑﺎﻻﺗﺮ از 0/7 ﻣﺤﺎﺳﺒﻪ ﺷﺪ( ﺗﺄﯾﯿﺪ ﺷﺪ. ﺟﻬﺖ ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ دادهﻫﺎ از روش ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺄﯾﯿﺪي اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﺑﺮآﻣﺪه از ﻓﺮﺿﯿﺎت ﺗﺤﻘﯿﻖ ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ اﻧﮕﯿﺰهﻫﺎي ﻣﺼﺮف اﺧﻼﻗﯽ ﻫﻢ ﺑﻪﺻﻮرت ﻣﺴﺘﻘﯿﻢ و ﻫﻢ از ﻃﺮﯾﻖ رﻓﺘﺎر ﻣﺼﺮف اﺧﻼﻗﯽ ﺑﺮ رﺿﺎﯾﺖ از ﺧﺮﯾﺪ ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. ﻫﻤﭽﻨﯿﻦ از ﺑﯿﻦ ﻣﺆﻟﻔﻪﻫﺎي اﻧﮕﯿﺰهﻫﺎي ﻣﺼﺮف اﺧﻼﻗﯽ، ﻣﺆﻟﻔﻪ ﺗﻤﺎﯾﺰ ﺑﺎ ﺿﺮﯾﺐ ﻣﺴﯿﺮ 0/36 ﺑﻪﺻﻮرت ﻣﺴﺘﻘﯿﻢ و ﻣﺆﻟﻔﻪ زﯾﺒﺎﯾﯽﺷﻨﺎﺧﺘﯽ ﺑﺎ ﺿﺮﯾﺐ ﻣﺴﯿﺮ 0/66 از ﻃﺮﯾﻖ رﻓﺘﺎر ﻣﺼﺮف اﺧﻼﻗﯽ ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮﮔﺬاري را ﺑﺮ رﺿﺎﯾﺖ از ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن دارد.

Ehical consumption behavior leads to final consumer satisfaction with buying and consuming goods and services. Thus, we studied the effect of ethical consumption incentives relations through ethical consumption behavior on satisfaction with the purchase of clothes consumers in Ilam, Khoramabad and Kermanshah. This research is a survey-based study and is considered as an extension of application. statistical society are all of the clothes consumers in the 3 cities mentioned earlier, which a sample of 384 people has been chosen through Morgan table with stratified sampling method. Questionnaires information gathered and its validity confirmed and all variables of the research‘s reliability got confirmed by Cronbach‘s coefficient alpha. The findings of the research have shown that ethical consumption incentives effect on satisfaction with the purchase both directly and through ethical consumption behavior.