شبکه‌های اجتماعی مجازی و الگوی مصرف شهروندان تهرانی
محورهای موضوعی : پژوهش مسائل اجتماعی ایران
هادی برغمدی
1
,
عادل عبدالهی
2
,
الهه شمس کوشکی
3
1 - استادیار گروه پژوهشی جامعه‌شناسی، پژوهشگاه علوم انسانی و مطالعات اجتماعی جهاددانشگاهی، ایران
2 - استادیار، گروه اقتصاد جمعیت و سرمایه انسانی، مؤسسه مطالعات و مدیریت جامع و تخصصی جمعیت کشور، ایران
3 - کارشناس ارشد علوم ارتباطات اجتماعی، دانشگاه علوم و تحقیقات تهران، ایران
کلید واژه: الگوی مصرف, شبکه‌های اجتماعی مجازی, مصرف‌گرایی, سبک زندگی و شهروندان تهرانی. ,
چکیده مقاله :
هدف از پژوهش حاضر، بررسی رابطۀ میان استفاده از شبکه های اجتماعی مجازی شهروندان تهرانی و الگوی مصرف آنها بوده است. چهارچوب نظری بر مبنای آرای نظریه‌پردازانی چون وبلن، گیدنز و بوردیو تدوین شده است و تلاش شده تا با بهره گیری از نظریه های این افراد و استفاده از مفاهیم و متغیرهای طرح شده در نظریه های آنها، مدل نظری پژوهش تدوین گردد و با طرح فرضیه‌های مستخرج از مدل در طول پژوهش به آزمون آنها اقدام گردد. رویکرد پژوهش حاضر، کمّی و روش پژوهش از نظر مسیر، توصیفی- تبیینی و از نظر هدف، کاربردی است. اطلاعات با استفاده از روش پیمایش و بهره گیری از ابزار پرسشنامه گردآوری شده است. جامعه آماری پژوهش شامل شهروندان بالای پانزده سال شهر تهران بوده که با استفاده از فرمول برآورد حجم نمونه، با 600 نفر از آنها گفت وگو شد. در بُعد عینیِ موضوع مورد مطالعه، نتایج نشان داد که مصرف فرهنگی از جمله متغیرهای تأثیرگذار در الگوی مصرف شهروندان است و علاوه بر آن، رابطه معناداری نیز میان مصرف فرهنگی و میزان استفاده از شبکه‌های اجتماعی مجازی وجود دارد. از سوی دیگر، بین استفاده از شبکه های اجتماعی مجازی و الگوی مصرف پوشاک شهروندان تهرانی نیز رابطه وجود دارد. همچنین میزان استفاده شهروندان تهرانی از شبکه های اجتماعی مجازی بر پوشش آنها و نحوۀ خرید آنها تأثیرگذار بوده است. نتایج به دست آمده در بُعد ذهنیِ موضوع مورد مطالعه نیز بیانگر این است که میزان استفاده از شبکه های اجتماعی بر ارزش‌ها و نگرش‌های اجتماعی شهروندان تهرانی مبنی بر گرایش به مصرف‌گرایی، اثرگذار بوده است.
The purpose of this study was to investigate the relationship between the use of virtual social networks of Tehran citizens and their consumption pattern. The theoretical framework is based on the views of theorists such as Veblen, Giddens and Bourdieu. The approach of the present research is quantitative and the research method is descriptive in terms of descriptive path and applied in terms of purpose. Data were collected by a survey method and using a questionnaire tool. The statistical population of the study included citizens over 15 years of age in Tehran who were interviewed using the sample size estimation formula, 600 of them were interviewed using multi-stage stratified sampling. The results, regarding objective dimension, showed that cultural consumption is one of the influential variables in the consumption pattern of Tehran citizens and in addition there is a significant relationship between cultural consumption and the use of virtual social networks. On the other hand, there is a relationship between the use of virtual social networks and the clothing consumption pattern of Tehran citizens. In fact, the use of virtual social networks by Tehran citizens has affected their coverage and how they buy. The results obtained in the mental dimension of the subject under study also indicate that the use of social networks has affected the values and social attitudes of Tehran citizens based on consumerism.
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