The Description of The Impact of Social Attachment on Adolescence Purchase Behavior: A Case Study In Tehran & Isfahan

Abstract

One mutual aspect among Human beings is that we are all consumers. Prediction of consumers’ purchase behavior is an essential need for the market owners. There are various factors affecting consumers’ purchase behavior in bazaars where suppliers and consumers meet. The statistical society for this research has been the 14 to 18 year-old teenagers of Tehran and Isfahan who answered the questions in the questioner and the sample volume based on Cochran formula has been 385 individuals; the cluster sampling has been done in the schools of the two mentioned cities randomly. In data gathering, standard questioners have been used in the section of social attachment and the need to be unique (Ryvo, et al, 2008), the role of the peers (Roque, 1998), purchase according to fashion/ news (Tian & McKinsey, 2001) and enjoyable/ entertaining shopping. The results of this research indicate that social attachment, the need to be unique and the role of the peers have a positive impact on teenagers’ purchase behavior (purchase according to fashion/ news and enjoyable/ impulse shopping). The results out of structural equation indicate that most of the variables mentioned in this article have inner connections with one another and among these variables, social attachment and the role of peers have the highest impact.

Keywords: Social Attachment, Adolescence, Purchase Behavior, Teenagers of Tehran and Isfahan

JEL Classification: I30