بررسی نقش اعضای خانواده در تصمیم‌گیری‌های خرید خانوادگی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز

چکیده

خانواده نقش مهمی در تصمیم‌گیری دارد و اینکه چه کسی بیشترین نقش را در تصمیم‌گیری‌های خرید خانوادگی دارد بستگی به شخصیت، جنسیت، علایق و نگرش افراد خانواده دارد بنابراین پذیرش دیدگاه افراد خانواده در تصمیم‌گیری‌ها حائز اهمیت است. هدف از این پژوهش، بررسی نقش اعضای خانواده (والدین و فرزندان) در تصمیم‌گیری خرید خانوادگی می‌باشد. این پژوهش ازنظر روش، پیمایشی و از نوع توصیفی می‌باشد. ازنظر هدف، کاربردی است. جامعه آماری پژوهش، تمام خانواده‌های ساکن شهر شیراز می‌باشد که به روش نمونه‌گیری طبقه‌ای در ده منطقه از شهر شیراز از بین خانواده‌های ساکن این شهر، 323 خانواده انتخاب شد و داده‌ها با استفاده از پرسشنامه جمع‌آوری گردید. به‌منظور تحلیل دادها از آزمون‌های کولموگروف، من ویتنی و کروسکال والیس و برای بررسی فرضیه‌ها از معادلات ساختاری استفاده شد. در این پژوهش برای اندازه‌گیری پایایی پرسشنامه از ضریب آلفای کرونباخ استفاده‌شده و با استفاده از نرم SPSS محاسبه گردیده است. ازآنجاکه مقدار آلفای کرونباخ مربوط به هر شاخص از 0.7 بیشتر است شاخص‌ها از پایایی مناسبی برخوردارند و برای بررسی روایی پرسشنامه از روایی محتوای استفاده شد. نتایج این پژوهش حاکی از این است که بین متغیرهای جمعیت شناختی و متغیر تصمیم‌گیری خرید رابطه مثبت و معنادار وجود دارد. همچنین بین متغیرهای ویژگی‌های والدین و نوع محصول با تصمیم‌گیری خرید خانوادگی رابطه معناداری وجود دارد اما بین متغیر ویژگی‌های خانواده و تصمیم‌گیری خرید رابطه معناداری وجود ندارد و این فرضیه رد شد.

کلیدواژه‌ها


عنوان مقاله [English]

The role of family members in family purchase decisions

نویسندگان [English]

  • Abbas Abbasi 1
  • Amin Nikbakht 2
1 Associate Professor, in Business Management, Shiraz University, Shiraz, Iran
2 MSc. Student in Business Management, Shiraz University, Shiraz, Iran
چکیده [English]

The family plays an important role in decision making, and who plays the most important role in family purchasing decisions depends on the personality, gender, interests and attitudes of the family. So, it is important to accept the perspective of every member of family in decision making. The purpose of this research is to examine the role of family members (parents and children) in purchase decisions. The research is descriptive in terms of method and functional in terms of purpose. The statistical population of the study consisted of all the families living in Shiraz. There were 323 families from ten districts of Shiraz selected through stratified (classified) sampling. The data were collected by means of a questionnaire. Using Kolmogorof, Mann-Whitney and Kruskal test, the data were analyzed, and, using structural equations, the hypotheses were evaluated. To measure the reliability of the questionnaire, the Cronbach's alpha coefficient was used, and the results were calculated by the SPSS software. Since Cronbach's alpha was more than 0.7 for each indicator, the indexes proved to have a good reliability. To evaluate the validity of the questionnaire, the content validity was used. The results showed a positive and significant relationship between the demographic variables and purchase decision making’s. There was also a significant relationship between the variables of the parents’ characteristics and product type on one hand and family purchase decision making on the other. However, there was no significant relationship between family characteristics and purchase decision making. Therefore, this hypothesis was rejected.

کلیدواژه‌ها [English]

  • Family
  • Family purchase
  • Purchase decision
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