فهم پدیدارشناسانه تجربه زیسته زنان در مصرف نمایشی

نوع مقاله : مقاله پژوهشی

نویسندگان

• ریحانه سادات موسوی ¹
• حسین معینی ²
• وحید شرفی ²

¹ کارشناسی‌ارشد مدیریت بازرگانی ، دانشگاه حضرت معصومه(س)، قم، ایران.

² استادیار گروه مدیریت،دانشگاه حضرت معصومه(س)،قم،ایران.

10.30495/jzvj.2023.31609.3981

چکیده

هدف: رشد سریع عمل­های زیبایی در ایران مسئله­ای است که اکثر خانواده­ها با این موضوع درگیر هستند و نکته­ی قابل تامل این است که این عمل­ها گاه غیر ضروری و بر اثر فشارهای محیطی و برای نمایش بهتر خود انجام می­شود؛  از این­رو هدف انجام پژوهش، فهم پدیدارشناسانه تجربه زیسته زنان در مصرف نمایشی است.
روش­: پژوهش حاضر از نظر روش، جز تحقیقات کیفی، ازنظر رویکرد، اکتشافی، از نظرهدف، کاربردی، از نظر پارادایم، تفسیرگرایی و روش تجزیه وتحلیل آن، پدیدارشناسی کلایزی می­باشد. جامعه آماری پژوهش، زنان اصفهانی25-35 ساله هستند که مصرف نمایشی در حوزه خدمات عمل های زیبایی را تجربه کرده­اند. برای انتخاب مشارکت­کنندگان از شیوه نمونه­گیری هدفمند قضاوتی استفاده شد و با پیروی از قاعده اشباع نظری با 20 نفر مصاحبه شد. ابزارگردآوری داده­ها، مصاحبه نیمه ساختاریافته عمیق است. روایی و پایایی یافته­های پژوهش با استفاده از شیوه­هایی همچون پرانتزگذاری، مراجعه مجدد به مشارکت­کنندگان و چک کردن تم­های پژوهش با پژوهشگران خبره دانشگاهی بررسی شد.
یافته­ها: یافته­های این پژوهش، در26 تم کلی دسته­­بندی شدند که عبارتنداز  فشارخانواده، جو متظاهرانه خویشاوندی، فشارگروهی دوستان، تاثیرگروه­ مرجع، انتظارات جنس­مخالف، داشتن سبک زندگی شیک، بهبود تعاملات، بمباران تبلیغاتی در فضای مجازی، دغدغه ­زناشویی، جونمایشی در دانشگاه، جهت­گیری جامعه به سمت خدمات زیبایی، پیروی از مد، الزام شغلی، تسریع در امور اداری شخصی، بازاریابی بهتر محصولات، کسب پرستیژ اجتماعی، نمایش توان اقتصادی بالا، گرفتن امتیازات مالی، آرزوها و آمال کودکی، تجویز رمال، کمال­گرایی، شخصیت سلطه­جو، فرار از طعنه و تمسخردیگران،  درمان عزت نفس پایین، هیجان خواهی بالا و اختلال­های شخصیتی- روانی.
نتایج: ایران در حوزه جراحی زیبایی به عنوان یکی از کشورهای پیشگام جهان شناخته می­شود که  بیانگر جهت­گیری جامعه به سوی خدمات عمل های زیبایی می­باشد؛ از اینرو نتایج این پژوهش می تواند راهنمای مناسبی برای متولیان فرهنگ جامعه برای مدیریت بهتر فرهنگ مصرف نمایشی در حوزه خدمات جراحی زیبایی باشد.

کلیدواژه‌ها

• پدیدارشناسی
• مصرف
• مصرف‌گرایی
• مصرف نمایشی

---

عنوان مقاله [English]

Phenomenological Understanding of Women Lived Experience in Conspicuous Consumption

نویسندگان [English]

• reyhaneh mosavi ¹
• hossein moeini ²
• vahid sharafi ²

¹ MSc. Business Management Management,Hazzrat-e Masoumeh University,Qom,iran.

² Assistant Professor, Department of Management, Hazzrat-e Masoumeh University,Qom,iran.

چکیده [English]

The purpose of the research is to understand the phenomenological experience of women in theatrical consumption.

Research Methodology: In terms of method, except qualitative research, in terms of approach, exploratory, in terms of goal, applied, in terms of paradigm, except interpretivism and its analysis method, Claesian phenomenology. The statistical population of the research is Isfahani women aged 25-35 who have experienced dramatic consumption in the field of beauty services. To select the participants, a judgmental purposeful sampling method was used and interviews were conducted with 20 people following the rule of theoretical saturation. The data collection tool is semi-structured in-depth interview. The validity and reliability of the findings were checked using methods such as bracketing, revisiting the participants and checking the research themes with expert academic researchers.

Results : The data collection tool is a semi structured in depth interview, then the findings of this research were identified in twenty six general themes, which are: expectations of the opposite sex, marital concerns, Family pressure, Pretentious atmosphere of kinship, group pressure of friends, influence of the reference group, having a fashionable lifestyle, improving interactions, advertising bombardment in cyber space, theatrical atmosphere in the university, society's orientation towards beauty services, following fashion, job requirement, speeding up personal administrative affairs, better marketing of products, gaining social prestige, showing high economic power, Getting financial benefits, childhood wishes and hopes, magician prescription, perfectionism, domineering personality, low self-esteem treatment, Escape from sarcasm and ridicule of others, High excitement, personality disorders- mental

کلیدواژه‌ها [English]

• Consumption
• Consumerism
• Conspicuous Consumption Phenomenology

مراجع

1. Jaikumar S, Sharma Y. Consuming beyond means: debt trap of conspicuous consumption in an emerging economy. Journal of Marketing Theory and Practice. 2021;29(2):233-49.
2. İbrahim A. The effect of conspicuous consumption behavior on wasteful consumption behavior: the intermediary role of hedonic consumption behavior. Journal of Economy Culture and Society. 2022.
3. Bharti M, Suneja V, Bharti M. Mindfulness as an antidote to conspicuous consumption: The mediating roles of self-esteem, self-concept clarity and normative influence. Personality and Individual Differences. 2022;184:111215.
4. Dong J, editor Relation between Narcissism in College Students and Their Conspicuous Consumption. 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022); 2022: Atlantis Press.
5. Wang Z, Jetten J, Steffens NK. The more you have, the more you want? Higher social class predicts a greater desire for wealth and status. European Journal of Social Psychology. 2020;50(2):360-75.
6. Neave L, Tzemou E, Fastoso F. Seeking attention versus seeking approval: how conspicuous consumption differs between grandiose and vulnerable narcissists. Psychology & Marketing. 2020;37(3):418-27.
7. Fazli-Salehi R, Torres IM, Madadi R, Zúñiga MÁ. Conspicuous consumption: impact of narcissism and need for uniqueness on self-brand and communal-brand connection with public vs private use brands. Journal of Consumer Marketing. 2021;38(7):802-12.
8. Qattan J, Al Khasawneh M. The psychological motivations of online conspicuous consumption: a qualitative study. International Journal of E-Business Research (IJEBR). 2020;16(2):1-16.
9. Y Chen C, J Yap A, J Thau S. The Hidden Cost of Conspicuous Consumption For Job Applicants. ACR North American Advances. 2020.
10. Charoennan W, Huang K-P. The antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platform. International Journal of Organizational Innovation (Online). 2018;11(1):1-21.
11. Hammerl M, Kradischnig C. Conspicuous consumption (marketing and economics). Encyclopedia of Evolutionary Psychological Science Eds, TK Shackelford, VA Weekes-Shackelford June 2018.
12. ÖZTEK M, Çengel Ö. The role of self-esteem and materialism on conspicuous consumption tendency: A futuristic approach. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi. 2020;19(37):535-50.
13. Bashirpour M, Mohamadyan M. The pattern of recognizing the behavior of consumers of luxury goods based on the theories of conspicuous consumption. Bimonthly Journal of Business StudiesBimonthly Journal of Business Studies. 2018;99(2):30-51. (In Persian)
14. Al-Abdulkhani S. Women and modification of consumption pattern in Islamic lifestyle. Figh studies of women and family. 2019;2(3):91-104. (In Persian)
15. Afshani A, Rouhani A, Abdinejad A. Empirical application of the theory of planned behavior in explaining eye contact behavior of married women in Yazd city. Social studies and research in Iran. 2019;9(2):315-42. (In Persian)
16. Karimian F, Khakpour M, Khojasthmotaghi M, Anchian H, Sabrifard F. The effectiveness of cognitive-behavioral group counseling on ineffective marriage beliefs and marital commitment of women applying for facial cosmetic surgery. Women and society quarterly. 2019;11(3):111-28.(In Persian)  
17. Nademi M, Talebpour A, Torkaman F. Qualitative Model of women's Desire for Cosmetic Surgery in the Covid-19 Pandebic Period. Women and Society Quarterly. 2023;12(53):177-202. (In Persian)
18. HajiAbullo K, Hallajzadeh H, Masoudnia I. Comparison of cultural capital between two groups of women with a history of cosmetic surgery and without cosmetic surgery in Rasht city. Journal of Applied Sociology. 2017;29(72):167-82. (In Persian)
19. Habib Pourgtabi K, Babaihmati Z. Demonstration shopping consumption among families in Tehran (case study of regions 17 and 19). 2016;19(73):93-124. (In Persian)
20. Qureshi F, Ghasemzadeh D, Ghasemzadeh Z. Critique of Veblen's Theory of Conspicuous Consumption according to the Assessment Criteria of Social Knowledge. Journal of Social Cultural Knowledge. 2015;4(28):43-58. (In Persian)
21. Talebi A, Hassani Darmian G, Majdi A, Kermani M. Sociological Explanation of Conspicuous Consumption of Clothing (Case Study: Birjand City, January 2020). 2021;18(1):161-92.(In Persian)
22. Khaksar Fard A, Karami ghahi M. A sociological understanding of demonstrative consumption in women's religious assemblies. journal iranian political sociology. 2022;5(1). (In Persian)
23. Shadloo N, Masoudi H , Amirbeyk M. Distinctive and dramatic consumerism on the social network Instagram. Rahpoueh Communication and Culture Journal. 2022;2(1):69-85. (In Persian)
24. Afshani A, Saeednia H, Wazife Doost H. Explaining different ethical approaches in the antecedents and consequences of women's display shopping. Ethical Research Quarterly. 2021;2(12):61-84. (In Persian)
25. Behian S, Bayat F, Mohammadi A. The engraving of Conspicuous consumption. Scientific Quarterly Journal of Social Development Welfare. 2021;12(48):231-23-69. (In Persian)
26. Oh G-EG. Social class, social self-esteem, and conspicuous consumption. Heliyon. 2021;7(2):e06318.
27. Zhu C, Su R, Zhang X, Liu Y. Relation between narcissism and meaning in life: the role of conspicuous consumption. Heliyon. 2021;7(9):e07885.
28. Ebrahimi N, Fallah M, Samani S, vaziri S. The factors and grounds of loneliness of women (A study of phenomenology). Women and Society Quarterly. 2019;11(41):1-28. (In Persian)
29. Bayat F, Hosseini H. Splitting and engraving of consumption: Explanation of conspicuous consumption and non conspicuous consumption Based on the approaches of splitting and carving of institutionalist economics (the examined sample: the citizens of Zanjan city). Iranian Journal of Sociology. 2021;22(2):44-76.(In Persian)
30. Shakri Z, Qarah beyglu H, Amari H. Designing a model of Conspicuous Consumption (Conscious dimension) using the combined method of theme analysis and metacomposition in Iranian society. Iranian Political Sociology Quarterly. 2019;2(1):310-24.(In Persian)
31. Wai LK, Osman S. The influence of selfesteem in the relationship of social media usage and conspicuous consumption. International Journal of Academic Research in Business and Social Sciences. 2019;9(2):335-52.
32. Niesiobędzka M. An experimental study of the bandwagon effect in conspicuous consumption. Current Issues in Personality Psychology. 2018;6(1):26-33.
33. Lee M, Bae J, Koo D-M. The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal. Asia Pacific Journal of Marketing and Logistics. 2021;33(3):869-87.
34. Arameshpoor M, Movahed M, Neamati J. Qualitative study of bodybuilding culture (Young men of Shiraz). Scientific Quarterly of Sociology of Culture and Art. 2020;2(3):49-69. (In Persian)
35. Noorbakhsh N, Jafari P, Ghaffari F, Mansourian Y. Conspicuous Consumption among Young Consumers: The Future of Consumerism. Management future studies (management studies) 2019;29(115):149-72. (In Persian)
36. Krause H-V, Wagner A, Krasnova H, Große Deters F, Baumann A, Buxmann P, editors. Keeping Up with the Joneses: Instagram Use and its Influence on Conspicuous Consumption. ICIS; 2019.
37. Ramakrishnan A, Kalkuhl M, Ahmad S, Creutzig F. Keeping up with the Patels: Conspicuous consumption drives the adoption of cars and appliances in India. Energy Research & Social Science. 2020;70:101742.
38. Zheng X, Baskin E, Peng S. Feeling inferior, showing off: The effect of nonmaterial social comparisons on conspicuous consumption. Journal of Business Research. 2018;90:196-205.
39. Barrera GA, Ponce HR. Personality traits influencing young adults' conspicuous consumption. International Journal of Consumer Studies. 2021;45(3):335-49.
40. Huang Z, Wang CL. Conspicuous consumption in emerging market: The case of Chinese migrant workers. Journal of Business Research. 2018;86:366-73.
41. Liang S, He Y, Chang Y, Dong X, Zhu D. Showing to friends or strangers? Relationship orientation influences the effect of social exclusion on conspicuous consumption. Journal of Consumer Behaviour. 2018;17(4):355-65.