نویسندگان

1 مدیریت، علوم انسانی، دانشگاه گیلان، رشت، ایران

2 علوم انسانی، دانشگاه گیلان، رشت، ایران

3 علوم انسانی، دانشگاه گیلان، ایران

4 مدیریت علوم انسانی، دانشگاه گیلان، رشت، ایران

چکیده

 



امروزه محیط پیرامونی هر فرد در جامعه، در سیطره حجم انبوهی از پیام‌های تبلیغاتی مختلف قرار دارد که از رسانه‌های مختلف با هدف اثرگذاری بر قشرهای مختلف جامعه تولید و ارائه‌شده‌اند. تبلیغات تأثیر شگرفی بر شکل‌دهی رفتار مصرفی افراد دارد، از همین رو این پیام‌های تبلیغاتی اثراتی مثبت و منفی مختلفی بر روابط اجتماعی افراد از خود بر جای می‌گذارد. هدف این پژوهش بررسی تأثیر تبلیغات تلویزیونی بر افزایش مصرف‌گرایی و به‌تبع آن ایجاد کاهش در وابستگی عاطفی افراد به اطرافیانش است. این پژوهش از نظر هدف کاربردی و از نظر ماهیت تحقیقات، علی و ازلحاظ استراتژی‌های پژوهش، پیمایشی است. جامعه آماری این تحقیق را ساکنان سطح شهر رشت تشکیل می‌دهند که در معرض تبلیغات تلویزیونی به صورت روزانه قرار دارند. از همین رو برای بررسی فرضیه‌ها، پرسشنامه بین 309 آزمودنی توزیع گردید. برای آزمون فرضیه‌ها، از روش همبستگی و مدل یابی معادلات ساختاری و به‌طور مشخص از نرم‌افزارهای SPSS 20 و AMOS 22 استفاده‌شده است. نتایج حاکی از آن است که فشار تبلیغاتی بر متغیرهای مصرف‌گرایی، نگرش به تبلیغات و وابستگی عاطفی افراد اثر معناداری دارد. همچنین تأثیر نگرش تبلیغاتی بر مصرف‌گرایی و تأثیر مصرف‌گرایی بر وابستگی عاطفی به اثبات رسیده است. از طرفی یافته‌های این پژوهش نشان می‌دهد که نگرش به تبلیغات بر وابستگی عاطفی تأثیر معناداری ندارد.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Television Advertising on Consumerism and Emotional Attachment among People

نویسندگان [English]

  • Mohsen Akbari 1
  • Mohammad Dostyar 2
  • Meysam Masoudifar 3
  • Mahnaz Navidi 4

1 Management, Humanities, University of Guilan, Rasht, Iran

2 Management, Humanity, University of Guilan, Rasht, Iran.

3 Management, Humanity, University of Guilan, Rasht, Iran.

4 Management, Humanity, University of Guilan, Rasht, Iran.

چکیده [English]

Nowadays environment of each person is dominated by massive amounts of different advertising messages in the society that is produced and presented with the aim of influencing on different segments of society from various media. Advertising has a profound effect on shaping people's consumption behavior, so these advertising messages have various positive and negative effects on social relations. The purpose of this study was to evaluate the impact of television advertising on increasing consumerism and consequently to the reduction in emotional attachment of individuals. This research is practical in terms of research purpose and is Experimental Research in terms of its nature and is survey in terms of research strategies. The statistical population of this research is people in the city of Rasht that are exposed to television advertising. So for examining hypotheses, a questionnaire was distributed among 309 participants. To test the hypothesis, is used correlation method and structural equation modeling and typically SPSS 20 and AMOS 22 software. The results indicate that the pressure of advertising have a significant effect on the consumerism, Attitude to advertising and emotional attachment variables. Also the influence of advertising attitude on consumerism and the influence of consumerism on emotional attachment has been proven. On the other hand findings of this study indicate that Attitude to advertising had no significant effect on emotional attachment.

کلیدواژه‌ها [English]

  • Advertising pressure
  • consumerism
  • Attitude to advertising
  • Emotional attachment

 

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