چکیده :

One of the common features among people is that we are all consumers. Forecasting the shopping behavior of consumers is a basic requirement for marketers. Market is place for producer and consumer to meet in which several factors affect the shopping behavior of consumer. Statistical population of this research consists of adolescents in the 14-18 age groups who live in Tehran and Isfahan. Using Cochran formula, sample size of this research was calculated for 385 persons and cluster random sampling was done for adolescents from the schools of Tehran and Isfahan. Data gathering was done through standard questionnaires. The role of peers (Roc et al, 1998), shopping affected by fashion/news (Tian and Makenzie, 2001) and shopping for entertainment/fun have been considered in part of "social dependency and need for uniqueness (Rio et al, 2008)". Validity and reliability assessment of the questionnaire was done throughface method and Cronbach's alpha with number of 0.855, respectively. Research results indicate that social dependency (need for uniqueness and the role of peers) positively affects teenage shopping behavior (shopping for entertainment/fun and shopping affected by fashion/news. Results from structural equations showed that most of the variables of this article are interrelated among which, social dependency and the role of peers are most effective ones.

کلید واژگان :

social dependency, teenage shopping behaviors, adolescents of Tehran and Isfahan



ارزش ریالی : 200000 ریال
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