تأثیر انگیزه های مصرف اخلاقی بر رضایت از خرید مصرف کنندگان پوشاک با رفتار مصرف اخلاقی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشگاه ایلام، ایلام، ایران

2 استادیار گروه مدیریت، دانشگاه ایلام، ایلام، ایران

3 کارشناس ارشد مدیریت بازاریابی، دانشگاه ایلام، ایران

10.29252/bar.2021.8433.2282

چکیده

امروزه رفتار مصرف اخلاقی منجر به رضایت­مندی نهایی مصرف­کنندگان از خرید و مصرف کالاها  و خدمات می­شود. مطالعه حاضر با هدف بررسی تأثیر انگیزه­های مصرف اخلاقی از طریق رفتار مصرف اخلاقی بر رضایت از خرید مصرف­کنندگان پوشاک در شهرهای ایلام، خرم­آباد و کرمانشاه، صورت گرفته است. این پژوهش از نوع پیمایشی بوده و از نظر هدف توسعه­ای کاربردی است. جامعه آماری تمام مصرف­کنندگان پوشاک در سه شهر ذکر شده می­باشد، که با استفاده از جدول مورگان نمونه­ای معادل 384 نفر جهت مطالعه انتخاب شد. ابزار گردآوری اطلاعات، پرسشنامه محقق ساخته بوده که روایی آن توسط خبرگان تأیید شده و پایایی همه متغیرهای تحقیق با استفاده از ضریب آلفای کرونباخ (آلفای کرونباخ همه متغیرها بالاتر از 7/0 محاسبه شد) تأیید شد. جهت تجزیه­و­تحلیل داده­ها از روش مدل­سازی معادلات ساختاری و تحلیل عاملی تأییدی استفاده شده است. نتایج برآمده از فرضیات تحقیق نشان می­دهد که انگیزه­های مصرف اخلاقی هم به­صورت مستقیم و هم از طریق رفتار مصرف اخلاقی بر رضایت از خرید تأثیر­گذار است. همچنین از بین مؤلفه­های انگیزه­های مصرف اخلاقی، مؤلفه­ تمایز با ضریب مسیر 36/0 به­صورت مستقیم و مؤلفه­ زیبایی­شناختی با ضریب مسیر 66/0 از طریق رفتار مصرف اخلاقی بیشترین تأثیرگذاری را بر رضایت از خرید مصرف­کنندگان دارد.

کلیدواژه‌ها


عنوان مقاله [English]

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

نویسندگان [English]

  • Yasan Allah Pourashraf 1
  • Ghasem Ali Shiri 2
  • Heydar Abbaspour 3
1 Associate Professor, Department of Management, Ilam University, Ilam, Iran
2 Assistant Professor, Department of Management, Ilam University, Ilam, Iran
3 Master of Marketing Management, Ilam University, Iran
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Ethical consumption incentives
  • ethical consumption behavior
  • satisfaction with the purchase
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