Identification of Effective Factors on Students Purchasing Behavior as the Users of Computer Games (the Case: Elementary School Students in Ahvaz City)

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MOHAMMADI SARA; DARZIAN AZIZI ABDOLHADI; Eydun Akram

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Paper Information

Journal: Journal of Educational Sciences Year:2019 | Volume:6 (25) | Issue:2 Page(s): 131-152

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Information Journal Paper

Title

Identification of Effective Factors on Students Purchasing Behavior as the Users of Computer Games (the Case: Elementary School Students in Ahvaz City)

Author(s)

MOHAMMADI SARA | DARZIAN AZIZI ABDOLHADI | Eydun Akram | Issue Writer Certificate

Keywords

computer gamesQ1

child purchasing behaviorQ1

mixed product factorsQ1

individual factorsQ2

environmental factorsQ1

Abstract

Purpose The purpose of this study is the identification of effective factors on students’ purchasing behavior as the users of computer games among Elementary School Students in Ahvaz City. Introduction One of the most important issues of marketing is consumer behavior. Obviously, children are no exception to this category. This study was conducted to determine the factors affecting the selection of computer games and behavior of computer games on the part of children. Today, Children have an important role in the process of purchasing specially for themselves. Of course, the parents, friends & peers, product appearance, price, media and advertising impact the purchasing behavior too. In consumer behavior, consumer characteristics such as demographic characteristics and behavioral variables are understood to determine the needs and desires of individuals. What has been considered in this research is identifying the factors influencing the selection and purchase of computer games. So the main issue is the child's shopping behavior. In other words, this research begins with the question: what factors and to what extent affect the selection and purchase of computer games by children. Methodology This research in terms of purpose and nature is an applied research and in terms of data collection (research plan), is a descriptive-survey (correlation) based on regression analysis. The statistical population of this research was elementary school students in Ahvaz City. Because of the vastness of population and difficulty in accessing its whole domain, 400 students 7 to 12 years old were selected via cluster random sampling. To measure the research variables and collect data, valid and reliable questionnaires were used and a five-degree Likert scale from "completely disagreeable to completely agree" was employed. The questionnaires were aimed at measuring Individual and environmental factors, (Abdolvand et al, 2012), Mixed Marketing, (Mavrogiannis et al, 2008), and to measure the consumer purchasing behavior from Wu & Wang's Questionnaire (2011). In order to analyze the data and test the hypotheses, Structural Equation Modeling were used. For this purpose, SPSS and Amos softwares were used. Findings The results of data analysis using Structural Equation Modeling, showed that Factors such as, parents, peers, product appearance, price, media and advertising have a positive and significant effect on the child's purchasing behavior. However, the availability and ease of access to the product does not have a significant effect on the child's shopping behavior. The results also showed that girls and boys have different purchasing behaviors. Results By studying the behavior of the child's purchasing behavior, it is possible to know his/her values and attitudes. Children, like adults, tend to develop identities and display their identity by buying goods they consume. Finally, some practical suggestions, limitations, and research accommodations have been discussed in this regard.

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APA: Copy

MOHAMMADI, SARA, DARZIAN AZIZI, ABDOLHADI, & Eydun, Akram. (2019). Identification of Effective Factors on Students Purchasing Behavior as the Users of Computer Games (the Case: Elementary School Students in Ahvaz City). JOURNAL OF EDUCATION (JOURNAL OF EDUCATION & PSYCHOLOGY), 6 (25)(2 ), 131-152. SID. https://sid.ir/paper/186680/en

Vancouver: Copy

MOHAMMADI SARA, DARZIAN AZIZI ABDOLHADI, Eydun Akram. Identification of Effective Factors on Students Purchasing Behavior as the Users of Computer Games (the Case: Elementary School Students in Ahvaz City). JOURNAL OF EDUCATION (JOURNAL OF EDUCATION & PSYCHOLOGY)[Internet]. 2019;6 (25)(2 ):131-152. Available from: https://sid.ir/paper/186680/en

IEEE: Copy

SARA MOHAMMADI, ABDOLHADI DARZIAN AZIZI, and Akram Eydun, “Identification of Effective Factors on Students Purchasing Behavior as the Users of Computer Games (the Case: Elementary School Students in Ahvaz City),” JOURNAL OF EDUCATION (JOURNAL OF EDUCATION & PSYCHOLOGY), vol. 6 (25), no. 2 , pp. 131–152, 2019, [Online]. Available: https://sid.ir/paper/186680/en

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