شناسایی علل و پیامدهای گرایش زنان به مد با استفاده از نظریه داده بنیاد

الموضوعات : فصلنامه زن و جامعه

حسین معینی ¹ (گروه مدیریت دانشگاه حضرت معصومه س)
فرشته مرادی ² (کارشناسی ارشد، گروه مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران.)
فرزانه جهرمی ³ (کارشناسی ارشد، گروه مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران.)

تاريخ الإرسال : 09 الثلاثاء , صفر, 1441 تاريخ التأكيد : 12 الإثنين , محرم, 1442 تاريخ الإصدار : 05 الخميس , ربيع الأول, 1442

الکلمات المفتاحية: &quot, مد&quot, , &quot, مدگرایی&quot, , &quot, علل مدگرایی&quot, , &quot, پیامدهای مدگرایی&quot, , &quot, نظریه پردازی داده بنیاد&quot, ,

ملخص المقالة :

یکی از پدیده هایی که امروزه به صورت امری فراگیر درآمده و درگیری ذهنی بالایی برای زنان و جوانان ایجاد کرده، مدگرایی است. بدین جهت، هدف از انجام این پژوهش شناسایی علل و پیامدهای گرایش زنان به مد با استفاده از نظریه داده بنیاد است. پژوهش از نظر روش اجرا، کیفی، از بعد هدف، بنیادی و روش مورد استفاده، نظریه داده‌بنیاد است. جامعه آماری تحقیق تعداد30622 نفر از دانشجویان خانم دارای سن 30-18 سال ساکن شهرهای خرم‌آباد می‌باشد. که با استفاده از روش نمونه‌گیری نظری، در این پژوهش پاسخ‌های دریافتی پس از مصاحبه تعداد نمونه با 24 نفر به اشباع رسید. در تئوری داده بنیاد از رهیافت نظام‌‌مند که با اثر استراوس و کوربین شناخته می‌ شود، درواقع کدگذاری باز، محوری و انتخابی استفاده گردیده است. برای دستیابی به روایی و پایایی این پژوهش، توافق بین دو کدگذار(دانشجو و استاد راهنما) وجود داشته و نیز نتایج این تحقیق را به افراد با شرایط مشابه؛ یعنی دانشجویان خانم جوان دیگر نیز تعمیم داد. نتایج مقاله نشان داد که رفتارهای رقابتی، عوامل اجتماعی، تأیید و تحسین دیگران، تعلق و تأثیرات گروه‌ها، مدگرایی برای لذت بردن، خصوصیات روان‌شناختی، درگیری ذهنی با مد، کمبودها، عوامل موقعیتی، نمایش قدرت، فرهنگ و سبک زندگی، ایده‌آل‌گرایی، برندگرایی و عوامل بازاریابی و شبکه‌های اجتماعی بر مدگرایی مؤثر بوده که این عوامل در 5 دسته شرایط محوری، علی، زمینه‌ای، مداخله‌گر و راهبردی و همچنین پیامدهای مدگرایی دسته بندی و در نهایت مدل علل و پیامدهای گرایش زنان به مد با استفاده از نظریه داده بنیاد ارائه گردید.

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