رابطه بين متعلقات مهم، نظام ارزشي و نگرش هاي خريد كردن دانشجويان دانشگاه اصفهان

The relationships among Isfahan University studentʹs important possessions, their attitudes toward buying Behavior and their values

Aim of this research was to study the effect of consumerʹs value system on their attitudes through decision making process and possessions as post purchase behaviors. Method correlational using cluster sampling was 213 participants were selected. The instruments used in this study were as follows: Schwartz Value Survey (SVS) (2004), Buying Behavior Attitude Scale (BBAS), and an open-ended question about important possessions. Using Richinsʹs Coding Categories (1994), participantʹs responses to the questions were content analyzed. All the instruments revealed satisfactory psychometric properties. Data were analyzed using canonical correlation–which is a multivariate analysis which measures the relationship between a group of variables other variables. The obtained canonical correlations indicate that individuallevel values predict and are related to consumerʹs attitudes (p<.001) and the type of their possessions (p=.034). Results also show the relationships between buying behavior attitudes and possession types (p=.075). Altogether these results suggest that not only psychological functions span the breadth of valueattitude- behavior system, but also these functions can be studied using a more subtle value typology. Conclusion: were discussed these results interm of Schwartz Value Theory.