Evaluation of the simultaneous moderating effect of fashionalism and moderation effect of gender on the relationship between materialism and mandatory purchase (conditional analysis process approach)

Document Type : Original Article

Authors

1 PhD Student Azad University Ajabshir Branch

2 Assistant Professor of Business Management, Islamic Azad University, Bonab Branch, Iran

3 Assistant Professor of Business Management, Islamic Azad University, Tabriz Branch

4 Lectuerer in Germany and Iran University Assistent Professor Ajabshir Azad University

Abstract

Compulsive buying has become an important area of research in the field of consumer behavior research today. The importance of studying compulsive buying behavior stems from the nature of its negative aspects in consumer behavior. Therefore, identifying the factors affecting the facilitation and development of such purchases is needed. In this paper, for the first time, the impact of gender adjustment on the relationship between materialism and compulsive buying in the garment industry is evaluated. In this study, the validity and reliability of the questionnaires were measured. The statistical population of this study includes customers of clothing shopping centers located in Hamadan province in Iran. Then, due to the unlimited statistical population, and according to the Krejcie and Morgan table, 384 individuals were selected as sample. The sampling method of this study is multi-stage cluster sampling. In the next step, in the descriptive statistics section, many indicators on demographic information were reported. Then, mean, standard deviation, variance, elongation, and skewness indices for the components were obtained using SPSS software. In the final step, in the inferential statistics section, the conditional process analysis was measured using the PROCESS macro effect of the moderator. The results of this study showed that materialism has a positive and significant effect on compulsive buying and materialism has a positive effect on compulsive buying.

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References

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Journal of International Business Administration
Volume 3, Issue 4 - Serial Number 12
January 2021
Pages 129-142

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History

  • Receive Date: 10 June 2020
  • Revise Date: 05 March 2021
  • Accept Date: 22 November 2020

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