social Psychology
mehrnaz saffarinia; majid saffarinia; Gholamhossein Biabani; Ali Mohammad Mazedi Sharafabadi
Abstract
This study was conducted with the aim of predicting brand loyalty and purchasing decision-making styles in consumers in Tehran. The statistical population includes shoppers visiting Ofogh Kourosh chain stores in Tehran in the first half of 1403. They were selected using accessible and purposive sampling. ...
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This study was conducted with the aim of predicting brand loyalty and purchasing decision-making styles in consumers in Tehran. The statistical population includes shoppers visiting Ofogh Kourosh chain stores in Tehran in the first half of 1403. They were selected using accessible and purposive sampling. The method of the present study is descriptive correlational. The researcher-made brand loyalty questionnaires by Saffarinia et al. (1403) and the consumer purchasing decision-making styles questionnaire by Sprouls and Kandan (1986) were used as data collection tools. In the present study, descriptive statistics were used to describe the data, and inferential statistics and regression methods were used to analyze the data and test the research hypotheses.the findings showed that brand loyalty can be predicted based on decision-making styles for purchasing through virtual networks.All the correlation coefficients calculated between brand loyalty and habitual and reactive purchasing decision-making styles were positive and significant at the 0.05 alpha level. The positive coefficients indicate a direct relationship between brand loyalty and reactive and habitual decision-making styles (p < 0.05).Overall, the findings of the present study are consistent with parts of international and Iranian research and indicate that when consumers rely on habit or confusion caused by numerous choices in their purchasing, the likelihood of continued purchase of a specific brand and attachment to it increases.The findings acknowledge the power of decision-making styles for purchasing in predicting brand loyalty, which shows the importance of individual and psychological characteristics in the marketing and business industry
mehrnaz saffarinia; Ali Mohammad Mazidi; Majid Saffarinia
Volume 5, Issue 1 , August 2016, , Pages 68-82
Abstract
Introduction: The purpose of this research was comparing spreading rumors on the Internet and Narcissism among Face Book, Internet, and non-Internet users of citizens of Tehran. Method: A sample of 500 Internet users was selected on cluster random basis from among the 22 districts of Tehran. This sample ...
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Introduction: The purpose of this research was comparing spreading rumors on the Internet and Narcissism among Face Book, Internet, and non-Internet users of citizens of Tehran. Method: A sample of 500 Internet users was selected on cluster random basis from among the 22 districts of Tehran. This sample consisted of 183 Internet users, 163 Face Book users, and 100 non-Internet users with no information of the Internet. The study benefited from Narcissism questionnaire (Raskin & Tri 1988), Internet rumor questionnaire (John Hiven Kim & Viag 2010) Face Book questionnaire (Ras et al. 2009) as tools to collect data. Out of the 500 questionnaires, 44 were eliminated due to being incomplete resulting in a total 456 questionnaires. To analyse the data, Pearson correlation and Variance were used. Results: The findings showed a significant positive relationship between Narcissism and using Face Book and Narcissism can predict 28% of using Face Book. However, there was no meaningful relationship between the time of using the Internet and spreding roumor on the Internet. In addition, in relation to the variable of Narcissism, the results showed significant difference between Determinism, Show off, Superiority, Beneficiary, and Egotism among the 3 groups; however, there was no significant difference between Exploitation and Autarky. In addition, this study showed that there is no significant difference between spreading rumors and its components among users of Face Book and Internet users. Conclusion: According to the results, reducing the time of using Face Book leads to improving welfare of the society. It is recommended to offer required educational facilities for amending lifestyle especially personality traits of Narcissism for improving individual and social relations.
