Analysis of the effect of dramatic consumption on consumers' repurchase motivation through Hofstede's cultural dimensions, utility motives and hedonistic motives (case study: Sepahan Gold brand)

Articles in Press

Document Type : Original Article

Authors

1 Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran.

2 Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

10.22034/bs.2024.2018159.2904

Abstract

The tendency to display consumption has a complex nature because people immerse themselves in the display of consumption in an effort to distinguish and excel and maintain or gain dignity, regardless of their level of need. The purpose of this research is to focus on the analysis of the effect of dramatic consumption on consumers' repurchase motivation through Hofstede's cultural dimensions, utilitarian motives and hedonistic motives. This research is applied in terms of purpose, which was implemented with a mixed method, and in terms of data collection method, it is descriptive survey. In the qualitative part, relying on the data theory strategy of Glaers Foundation and using the coding method using R Studio 2023 software and semi-structured interviews with academic and industry experts, it was done. The statistical population of the research is Sepahan gold customers in Tehran. Statistical analyzes were also performed using SPSS23 and Amos23 software, and the regression method was also used in the hypothesis path analysis test. The findings of the research indicate that consumption shows affect consumers' motivation to repurchase due to Hofstede's cultural dimensions, utility motives and hedonistic motives. The results of this research help marketing managers in designing more focused marketing strategies and as a result more efficient allocation of marketing resources. Therefore, marketers can create an effective communication strategy to make target consumers aware of their products, because the purchase of luxury goods is likely to be done with social, cultural and personal motivations.

Keywords

Main Subjects

Commercial Surveys

Articles in Press, Accepted Manuscript
Available Online from 18 February 2024

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History

  • Receive Date: 17 December 2023
  • Revise Date: 06 February 2024
  • Accept Date: 13 February 2024

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