نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 استادیار، گروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران
2 استادیار گروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران
3 استادیار، گروه روانشناسی، دانشگاه پیام نور، تهران، ایران
4 کارشناسی ارشد، گروه مدیریت کسب و کار، دانشگاه پیام نور، تهران ، ایران
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
This study aimed to investigate the mediating role of eye contact and status-oriented consumption in the effect of consumer materialism on the intention to purchase Apple products. The research method is applied in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study was all consumers of the Apple brand over 18 years of age in Yazd. The statistical sample was selected from the aforementioned individuals using the convenience sampling method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by experts and specialists, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The findings of the study show that consumer materialism does not have a direct positive and significant effect on Apple brand consumers' purchase intention. However, the mediating role of status-oriented consumption and ambivalence in the relationship between materialism and purchase intention was confirmed.
کلیدواژهها English
