Investigating the effect of behavioral biases o f Life style on the buying decision making of young women in Tehran city Based on structural equation models(SEM)

Document Type : Original Article

Authors
Seyed Mohamad taghi Hosseinikia 1
Vahid Reza Mirabi 2
1 group of Business Management, Tehran Center branch , Islamic Azad University, Tehran , Iran
2 group of Business Management , Tehran Center branch , Islamic Azad University, Tehran , Iran
10.30495/jik.2024.69356.4062
Abstract
This article is descriptive-survey in terms of method, practical in terms of purpose, and in order to collect data from library and field methods, it was done using a standard questionnaire with 38 questions.The validity of the questionnaire was confirmed by 10 behavioral experts, and factor validity was also used to measure the validity of the questionnaire questions, and the variables had a factor load greater than 0.3 or 0.5 and it was confirmed. The reliability of the questionnaire was done through Cronbach's alpha coefficient method, which was 92%. The statistical sample size of the research was unlimited according to the Karjesi and Morgan table, and 384 people were analyzed. The sampling method was done through random cluster method. And the KMO test was above 0.5, which showed the adequacy of sampling, and the Bartlett test was above 0.05, indicating that the data were suitable for factor analysis. After analyzing the data by structural equation method, through software, the fit of the model was in the acceptable range and the results show that all the hypotheses are confirmed and the variables of light behavioral distortions. emotional behavioral patterns (significant coefficient 9.88, path coefficient 0.92, average rating 9.78), judgmental behavioral distortions (significant coefficient 8.87, path coefficient 0.85, average rank 9.27), preferential behavioral distortions (significant coefficient 8.25, path coefficient 0.82, average rank 8.98), cognitive behavioral distortions (significant coefficient 7.89, path coefficient 0.78, average rank 7.82), behavioral distortions resulting from results (significant coefficient 7.12, path coefficient 0.72, average rank 7.18,).
Keywords
“Behavioral biases of Life style”
“buying decisions making ”
“ young women in Tehran city ”
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