شناسایی ابعاد سرمایه نمادین و رابطه آن با رفتار خرید مصرف‌کننده در فروشگاه های لوازم ورزشی (مشتریان تجهیزات ورزشی در شهر زاهدان)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشگاه پیام نور ، تهران، ایران.

2 دانشجوی دکترای مدیریت منابع انسانی، دانشگاه سیستان و بلوچستان، زاهدان، ایران.

10.30473/arsm.2019.38088.2624

چکیده

Introduction: The purpose of this research is to identify the components of symbolic capital and to examine the relationship between this capital and consumer purchasing behavior in sporting goods stores.
Methodology: This research is descriptive-survey. In the section identifying the components of the symbolic capital of the statistical society, 19 university professors and university experts have been investigated. The information collected was analyzed using Delphi technique. In the next step, to examine the relationship between symbolic capital components and consumer purchasing behavior, customers of sporting goods stores in Zahedan city were selected as the statistical population of the study. Regarding the general nature of the research community, the research sample is multi-stage clustered and 384 people (Cronbach's alpha for symbolic capital and purchasing behavior questionnaire respectively is 0.82 and 0.89).
Findings: The research findings for the main question and also the relation between symbolic capital and the behavior before, during and after purchase are 0.91, 0.92, 0.91, and 0.89, respectively.
Conclusion: Whatever people have a more symbolic capital, they learn information from the media and other people before buying sporting goods, and they engage with more people in symbolic interactions and substitute sporting goods with sporting goods with similar symbolic concepts. , Engaging in symbolic choices and shopping for the symbolic needs of sports equipment.

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