Volume 30, Issue 2 (4-2023)
RJMS 2023, 30(2): 0-0 |
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Research code: IR.IAU.CTB.REC.1401.035
Ethics code: IR.IAU.CTB.REC.1401.035
Clinical trials code: 0
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Mousavian S J, Kheiri B, Aligholi M. Analyzing the Human Psychological Components towards Life (The Role of Guilt and Shame). RJMS 2023; 30 (2)
URL: http://rjms.iums.ac.ir/article-1-7645-en.html
URL: http://rjms.iums.ac.ir/article-1-7645-en.html
Islamic Azad University , bahramkheiri@gmail.com
Abstract: (83 Views)
Background & Aims: Today, in order to succeed in the markets, understanding the consumer values of customers and their effect on consumer behavior is one of the vital issues. Considering the change of consumer values in today's markets and the existence of different customer segments based on different consumer values, marketers should be sensitive and aware of different consumer needs and product selection behavior in different segments.
Methods: The present study examines the effect of pleasure on consumer guilt and shame, the effect of diversify on consumer guilt and shame, the effect of materialism on consumer guilt and shame, as well as consumer guilt and shame on repurchase intention. The current research is applied in terms of its purpose and is considered a survey in terms of the method of data collection. A questionnaire was used to collect information. For this purpose, among 384 customers of shopping malls in Tehran, the hypotheses were tested by stratified random method according to the volume of distribution and through structural equation modeling.
Results: According to the research findings, pleasure, diversify and materialism have a positive effect on consumers' feelings of guilt and shame. Also, pleasure, diversify and materialism are effective on repurchase intention. On the other hand, consumer guilt and shame have a negative effect on repurchase intention.
Conclusion: Considering that the effect of pleasure, diversify and materialism on guilt and shame was confirmed, shopping center managers should try to take measures to manage and reduce the guilt and shame of consumers after shopping, so that they can buy again in the goods. Purchased, because if these centers do not pay psychological attention to consumers, they may lose a significant part of their buyers.
Methods: The present study examines the effect of pleasure on consumer guilt and shame, the effect of diversify on consumer guilt and shame, the effect of materialism on consumer guilt and shame, as well as consumer guilt and shame on repurchase intention. The current research is applied in terms of its purpose and is considered a survey in terms of the method of data collection. A questionnaire was used to collect information. For this purpose, among 384 customers of shopping malls in Tehran, the hypotheses were tested by stratified random method according to the volume of distribution and through structural equation modeling.
Results: According to the research findings, pleasure, diversify and materialism have a positive effect on consumers' feelings of guilt and shame. Also, pleasure, diversify and materialism are effective on repurchase intention. On the other hand, consumer guilt and shame have a negative effect on repurchase intention.
Conclusion: Considering that the effect of pleasure, diversify and materialism on guilt and shame was confirmed, shopping center managers should try to take measures to manage and reduce the guilt and shame of consumers after shopping, so that they can buy again in the goods. Purchased, because if these centers do not pay psychological attention to consumers, they may lose a significant part of their buyers.
Type of Study: Research |
Subject:
Biotechnology
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