بررسی رابطه بین همرهنگی، تشخص‏طلبی و طبقه اجتماعی اقتصادی با میزان مدگرایی (مورد مطالعه: دانشجویان کارشناسی دانشگاه تبریز)

هدف پژوهش حاضر بررسی میزان گرایش به مد در بین دانشجویان دانشگاه تبریز و میزان تاثیر دو انگیزه اصلی مدگرایی، یعنی همرنگی و تشخص‏طلبی بر آن است. در این رابطه به نقش تعدیل‏گر طبقه اجتماعی اقتصادی بر انگیزه مدگرایی نیز توجه شده است زیرا به نظر می‌رسد که مدگرایی در بین طبقات مختلف، معانی متفاوتی داشته باشد. در این راستا، 382 نفر از دانشجویان به صورت نمونه‌گیری طبقه‌ای (بر حسب دانشکده/ جنسیت) انتخاب شدند و با استفاده از پرسشنامه محقق ساخته مورد بررسی قرار گرفتند و از نرم‌افزارهای spss و lisrel برای تحلیل داده‌ها استفاده شد. نتایج به دست آمده حاکی از آن است که میانگین مدگرایی در بین پاسخگویان در سطح پایین‌تر از حد متوسط قرار دارد. نتایج تحلیل رگرسیون نشان داد که متغیرهای تشخص‏طلبی و همرنگی توانسته‌اند 0/45 از تغییرات مدگرایی را تبیین کنند. بر طبق نتایج تحلیل مسیر، رابطه معنادار و مثبتی بین همرنگی و تشخص‏طلبی با مدگرایی وجود دارد. تاثیرات کلی طبقه اجتماعی اقتصادی بر مدگرایی به دلیل تاثیرات آن بر همرنگی و تشخص‏طلبی، مثبت می‌باشد و انگیزه مدگرایی در دانشجویان طبقات بالا، تشخص‏طلبی و در دانشجویان طبقات پایین همرنگی است.

A Study of the Effects of Conformity and Distinguishing on Fashionability

IntroductionFashionability, especially in the realm of consumption, is one of important and emerging social issues in contemporary era, which refers to consumption not necessarily for dealing with material needs, but as an instrument to accomplish social goals. Although forms of conspicuous consumption existed in the past and Veblen has spoken about it among the leisure class in Western societies, however, it has been only recently that the conspicuous consumption is regarded as a social problem. Nowadays, conspicuous consumption and its relevant Fashionability have crossed any boundaries of class and social strata, and is a very characteristics of any society, whether developed or developing. Fashion refers to sudden and permanent changes in the tastes of all or some of individuals and groups in society and leads to specific behavior; consumption of particular goods; or employment of a particular style of life. Samuel Coleman considers fashion as a form of collective behavior and synonymous with Fad. Fads, arise over time and have a special pattern; slowly began to grow, gradually become vigorous, reach a peak and then decline rapidly and finally lost. However the term fashion, will have different meanings and functions among different social classes. As Simmel has noted, Fashion is governed by motives of imitation, conformity and distinction. Bourdieu believes that fashion is an expression of class distinction, as well. In fact, people distinguish themselves from others via consumption of special goods and products. Taking a statistical point of view, fashion is what is common or the most frequent. In other meanings, fashion is what amp;quot;up to dateamp;quot; or what is the latest design, style or version of a product or method. In common uses, however it can refer to amp;quot;be the first one to use the latest modelamp;quot;. Fashion and Fashionability are not only under the influence of many factors, but themselves also can bring about many changes in people's individual and social life. As a Western cultural product, it is important to study fashion in Iran, within which religious and traditional codes of behavior are more common or expected to be followed, such as living a simple life and following Islamic wearing standards. This study has attempted to evaluate the level of Fissionability among university students and investigate the effects of Conformity and Distinguishing, as two important incentives, on it among university of Tabriz students. Since SES (Socioeconomic Status) can play an important mediating role in between (first, by increasing the desire to consume the upper classes have more wealth for purchase and consumption and second, by affecting conformity or distinguishing forces among people), this interventional effect of SES taken into account as well. It is assumed that Fashionability has different meanings for different social classes.     Material amp; MethodsThis study, utilizing survey method, has gathered and analyzed data from 382 students of Tabriz University in the studying year 201213 (being around 11416 persons). Quota sampling techniques used to drive sample from the population under study. Selfadministered questionnaires are used to gather needed data. Reliability of all main three variables of the study have been higher than 0.70. SPSS and LISREL statistical packages are used to analyze data at two parts; univariate and descriptive statistics are used to describe data and sample and regression and path analysis have been employed to investigate relationships among variables. Discussion of Results amp; ConclusionsFindings show that level of Fashionability among respondents is not too high. Average Fashionability among students is 39.45 (in a continuum of 1685). Regression analyses showed that variables, including: distinguishing and conformity, SES can explain around half (or 50 percent) of  Fashionability's variance. To investigate the relationships in detail, A Path Model has been fitted to study the structural relationships among variables of interest, and results showed that both Conformity and Distinguishing have positive effects on Fashionability and SES has negative effect on dependent variable. Distinguishing, Conformity with the standard beta coefficient 0.73 and 0.47, both directly and significantly affected the variable Fashionability. According to the findings, SES has negative effect on Conformity, i.e., respondents of lower SES (comparing to their Higher SES counterparts) are fashionable mostly to follow the principle of conformity. SES has Positive effect on Distinguishing, meaning that people of higher SES are fashionable mostly to distinguish themselves from others (namely lower SES respondents). According to the findings, socioeconomic status (SES) has no direct and significant impact on Fashionability, but its indirect effects on Fashionability through motivations of Fashionability (conformity and distinguishing) are significant.