بررسی جامعه شناختی تبلیغات تلویزیونی و تاثیر آن بر نگرش کارکنان زن سازمان مرکزی دانشگاه آزاد اسلامی در مصرف کالای خانگی
محورهای موضوعی : فصلنامه زن و جامعه
نرگس شادجو
1
(دانشجوی دکترای جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه آزاد اسلامی واحد تهران مرکزی،تهران، ایران.)
باقر ساروخانی
2
(استاد، گروه جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه آزاد اسلامی علوم تحقیقات تهران،تهران،ایران.)
مهرداد نوابخش
3
(استاد، گروه جامعه شناسی، دانشکده علوم اجتماعی، دانشگاه آزاد اسلامی علوم تحقیقات تهران، تهران، ایران.)
کلید واژه: توسعه فرهنگی, رسانه, مصرف, مصرف کننده, تبلیغ, کالا,
چکیده مقاله :
امروزه رسانه‌های جمعی از جمله رادیو، تلویزیون، روزنامه، ماهواره و اینترنت در امر تبلیغات نقش اساسی دارند. در این پژوهش با عنوان "بررسی تاثیر تبلیغات رسانه‌ای (تلویزیون) بر نگرش کارکنان زن سازمان مرکزی دانشگاه آزاد اسلامی بر مصرف کالای خانگی"، در مطالعات اکتشافی به اسناد و مدارک، کتاب ها، مجله ها و اینترنت مراجعه شد. هدف این پژوهش بررسی تاثیر تبلیغات تلویزیونی بر انتخاب کالاهای خانگی، تاثیر تبلیغات بر افزایش تمایل به خرید و مصرف و همچنین بررسی رابطه میزان تحصیلات و متوسط درآمد و توجه به تبلیغات بوده است. برای روش پژوهش، از روش پیمایشی استفاده شده است. برای ابزار پژوهش از پرسشنامه ای با طیف لیکرت استفاده شده است. جامعه آماری از کارکنان زن سازمان مرکزی دانشگاه آزاد اسلامی تشکیل شده و حجم نمونه با جدول مورگان تعداد 317 نفر و برای اعتبار بیشتر 350 نفر درنظر گرفته شد. از این تعداد ۱۴۴ نفر زن و ۱۰۶ نفر مرد بودند. همچنین در تجزیه و تحلیل داده ها از آزمون های آماری پارامتریک و ناپارامتریک استفاده شد. نتایج بررسی های انجام شده نشان داد که فرضیه های پژوهش در سطح کاملا معنی دار تایید شدند، با توجه به نتایج بدست آمده تاثیر تبلیغات بر مصرف کالای خانگی از نظر پاسخگویان مورد تایید قرار گرفت.
Today, mass media, including radio, television, newspapers, satellite and the Internet, play a key role in advertising. In this research, entitled "The Impact of Media Promotion (TV) on women's attitudes towards the consumption of household goods by the central organization of Islamic Azad University", was referred to documents, books, magazines and the internet in exploratory studies. The purpose of this study was to investigate the effect of television advertising on the selection of household goods, the impact of advertising on the increase in the tendency to purchase and consumption, as well as the relationship between education and average income and attention to advertising. A survey method has been used for research method. A questionnaire with Likert spectrum was used for the research instrument. The statistical population consisted of female employees of Central Organization of Islamic Azad University. The sample size was 317 with Morgan table and 350 people were considered for credit. Descriptive and inferential statistics were used to analyze the data. The results of the surveys showed that the research hypotheses were confirmed at the level of completely significant. According to the results, the effect of advertising on the consumption of household goods was confirmed by respondents.
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