شناسايي ابعاد سرمايه نمادين و رابطه آن با رفتار خريد مصرف كننده در فروشگاه هاي لوازم ورزشي (مشتريان تجهيزات ورزشي در شهر زاهدان)

Identification of the Dimensions of Symbolic Capital and its Relationship with the Consumer Purchasing Behavior in Sporting Goods Stores

ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺷﻨﺎﺳﺎﯾﯽ ﻣﺆﻟﻔﻪﻫﺎي ﺳﺮﻣﺎﯾﻪ ﻧﻤﺎدﯾﻦ و ﺑﺮرﺳﯽ راﺑﻄﻪ اﯾﻦ ﺳﺮﻣﺎﯾﻪ ﺑﺎ رﻓﺘﺎر ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه در ﻓﺮوﺷﮕﺎهﻫﺎي ﻟﻮازم ورزﺷﯽ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ، ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ اﺳﺖ. در ﺑﺨﺶ ﺷﻨﺎﺳﺎﯾﯽ ﻣﺆﻟﻔﻪﻫﺎي ﺳﺮﻣﺎﯾﻪ ﻧﻤﺎدﯾﻦ ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ 19 ﻧﻔﺮ از اﺳﺎﺗﯿﺪ داﻧﺸﮕﺎه و ﺧﺒﺮﮔﺎن داﻧﺸﮕﺎه ﻫﺴﺘﻨﺪ ﮐﻪ اﻃﻼﻋﺎت ﮔﺮدآوريﺷﺪه ﺑﺎ ﺗﮑﻨﯿﮏ دﻟﻔﯽ ﻣﻮرد ﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺖ. در ﻣﺮﺣﻠﻪ ﺑﻌﺪ ﺟﻬﺖ ﺑﺮرﺳﯽ راﺑﻄﻪ ﻣﺆﻟﻔﻪﻫﺎي ﺳﺮﻣﺎﯾﻪ ﻧﻤﺎدﯾﻦ ﺑﺎ رﻓﺘﺎر ﺧﺮﯾﺪ ﻣﺼﺮفﮐﻨﻨﺪه، ﻣﺸﺘﺮﯾﺎن ﻓﺮوﺷﮕﺎهﻫﺎي ﻟﻮازم ورزﺷﯽ در ﺷﻬﺮ زاﻫﺪان ﺑﻪﻋﻨﻮان ﺟﺎﻣﻌﻪ آﻣﺎري ﺗﺤﻘﯿﻖ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﻧﻤﻮﻧﻪ ﭘﮋوﻫﺶ ﺑﻪ روش ﺧﻮﺷﻪاي ﭼﻨﺪﻣﺮﺣﻠﻪاي و 384 ﻧﻔﺮ اﺳﺖ )آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﺑﺮاي ﭘﺮﺳﺶﻧﺎﻣﻪﻫﺎي ﺳﺮﻣﺎﯾﻪ ﻧﻤﺎدﯾﻦ ﺑﺮ اﺳﺎس ﺗﮑﻨﯿﮏ دﻟﻔﯽ و ﻣﺪل ﻧﺎﻣﺪار ﺟﻮﯾﻤﯽ و رﻓﺘﺎر ﺧﺮﯾﺪ ﺑﺮ اﺳﺎس ﻣﺪل ﻟﻦ ﮐﺎﺳﺘﺮ و وﯾﺴﯽ ﺑﻪ ﺗﺮﺗﯿﺐ ﺑﺮاﺑﺮ ﺑﺎ 0/82 و 0/89 اﺳﺖ(. دادهﻫﺎي ﭘﮋوﻫﺶ ﺑﺎ روش ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﻧﺮماﻓﺰار ﻟﯿﺰرل 9,1 ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﺷﺪه اﺳﺖ؛ ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﺑﺮاي ﺳﺆال اﺻﻠﯽ و ﻫﻤﯿﻦﻃﻮر راﺑﻄﻪ ﺳﺮﻣﺎﯾﻪ ﻧﻤﺎدﯾﻦ ﺑﺎ رﻓﺘﺎر ﻗﺒﻞ، ﺣﯿﻦ و ﺑﻌﺪ از ﺧﺮﯾﺪ ﺑﻪ ﺗﺮﺗﯿﺐ ﻣﻘﺎدﯾﺮ 0/89 ،0/91 ،0/92 ،0/91 را ﻧﺸﺎن ﻣﯽدﻫﺪ. ﻫﺮ ﭼﻪ اﻓﺮاد ﺳﺮﻣﺎﯾﻪ ﻧﻤﺎدﯾﻦ ﺑﯿﺸﺘﺮي داﺷﺘﻪ ﺑﺎﺷﻨﺪ، ﻗﺒﻞ از ﺧﺮﯾﺪ ﻟﻮازم ورزﺷﯽ، از رﺳﺎﻧﻪﻫﺎ و اﻓﺮاد دﯾﮕﺮ ﮐﺴﺐ اﻃﻼﻋﺎت ﻣﯽﮐﻨﻨﺪ و ﺑﺎ اﻓﺮاد ﺑﯿﺸﺘﺮي ﺗﻌﺎﻣﻞ ﻧﻤﺎدﯾﻦ ﺑﺮﻗﺮار ﻣﯽﮐﻨﻨﺪ و ﻟﻮازم ورزﺷﯽ را ﺑﺎ ﻟﻮازم ورزﺷﯽ ﺟﺎﯾﮕﺰﯾﻦ و درﺑﺮدارﻧﺪه ﻣﻔﺎﻫﯿﻢ ﻣﺸﺎﺑﻪ ﻧﻤﺎدﯾﻦ ﻣﻘﺎﯾﺴﻪ ﮐﺮده، درﮔﯿﺮ اﻧﺘﺨﺎبﻫﺎي ﻧﻤﺎدﯾﻦ ﺷﺪه و ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﻧﯿﺎزﻫﺎ و ﺧﻮاﺳﺘﻪﻫﺎي ﻧﻤﺎدﯾﻦ ﺗﺠﻬﯿﺰات ورزﺷﯽ دﺳﺖ ﺑﻪ ﺧﺮﯾﺪ ﻣﯽزﻧﻨﺪ.

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. 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.(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, 0.92,0.91and 0.89 respectively. More symbolic capital people have, they learn information from the media and other people before buying sporting goods, and they engage with more people in symbolic interactions and compare sporting goods with substitute sporting goods as well as sporting goods with similar symbolic concepts. They Engage in symbolic choices and purchase according to symbolic needs to sports equipment.