SOCIAL STUDY OF CONSUMER BEHAVIORS CONTAGION IN SOCIAL NETWORKS

Abstract

This study seeks to investigate the contagion of consumption behavior in social network of
dormitory students of Shahid Beheshti University. The research method and research tool is a
researcher-made questionnaire that was conducted on 281 students of Shahid Beheshti
dormitory in Tehran who were selected through non-probabilistic random sampling. Based on
explanatory findings; There is a significant relationship between contagion of consumer
behavior and social network’s functional characteristics (r = 0.53), interactive characteristics
(r = 0.35) and structural characteristics (r = 0.32). Also, according to t-test, young, single and
female respondents are more inclined to spread, transfer and exchange information about
consumption, how to buy and their consumption pattern. Similarities in patterns of behavior
and consumption, which are often accompanied by gatherings in specific places and even
similarity of value and mental patterns, can be the starting point for acquaintances who turn
into social networks as weak links. At the same time, another aspect of social cohesion resulting
from a similar lifestyle is the transformation of lifestyles into subcultures.