چکیده:
This study aims to identify the factors affecting conspicuous consumption from the perspective of women with different lifestyles, including academics and seminarians, and also to investigate what actions conspicuous consumption leads to in individuals. This research is fundamental in terms of purpose and methodologically examines and analyzes the views of women on the conspicuous consumption of luxury goods using the grounded theory. The method of data collection is field and using semistructured interview tools in two groups of the statistical population including 15 female students of Islamic Azad University, Tehran Science and Research Branch, and 15 female students of Al-Zahra seminary in Qom. The results of the study show the difference between the beliefs and views of the first and second groups regarding the concept of conspicuous consumption and show that female students of Islamic Azad University are more inclined to the conspicuous consumption of luxury goods and female students of Al-Zahra seminary are less inclined to the conspicuous consumption and seek to control it through paying attention to Islamic ethics and religious life. This difference in the views of students is based on causal factors including structural, behavioral, psychological, and social factors. This research has for the first time dealt with the concept of conspicuous consumption from two perspectives with different intellectual approaches and compares them in Iran.
خلاصه ماشینی:
The data collection method is field-based, using semi-structured interviews with two groups of the statistical population, including 15 female students from the Islamic Azad University, Science and Research Branch, Tehran, and 15 female seminary students from Jamiat al-Zahra Seminary, Qom. The results of the study indicate a difference in beliefs and perspectives between the first and second groups regarding the concept of conspicuous consumption, showing that female students have a greater tendency toward the conspicuous consumption of luxury goods, while female seminary students have less tendency toward conspicuous consumption and seek to control it through attention to Islamic ethics and religious life.
Researcher | Variable Research Title | Independent Variable | Methodology and Year | Dependent Variable Asta Verma Materialism, shopping | Materialism, shopping Vera | Conspicuous consumption | Qualitative research Hedonistic and consumption | Hedonistic, consumption 2016 Abby Lewis, | General self-awareness, | Kruskal-Wallis test and Conspicuous consumption | Materialism, Miguel | Ellis and coefficient Young professionals in | Self-esteem, factors | Conspicuous consumption Moytal | Demographic and behavioral Apparel sector | Correlation | Spearman 2016 | Shopping Confirmatory Factor Analysis (CFA) | Fashion goods consumption and | Personality, brand awareness, conspicuous consumption Sara | Luxury and consumption | of goods Giovannini | Generation Y consumers | Structural Equation Modeling (SEM) Consumption motivation | 2015 | The Monetization of Society and | Materialism and importance | Correlation Maliheh | of money and material possessions | Conspicuous consumption Pearson, multiple Yahyaei | in everyday relationships | regression Conspicuous Consumerism: Causes and | 1391 | Consequences | Classification of consumption behavior | Consumption behavior | Bahar Teymour | Conspicuous consumption based on | Perceived conspicuous value Pour | Factor analysis | Second-order confirmatory 1391 | Perceived by | of goods | Consumers | Luxury | Table No. 1: Empirical background of the research 3- Research Methodology This research is fundamental in that it aims to discover the antecedents and consequences of conspicuous consumption among women in Iran and present a new and novel model, and it is also applied in that its results are practical for market engagement methods.
(
, 
, 
)
