چكيده به لاتين
The consumption market of luxury goods has seen a significant growth in the last two decades. Worldwide, young luxury consumers have contributed significantly to the growth of these products, especially in the new luxury category. Therefore, many studies have been conducted in the field of consumption of luxury goods. A review of previous research shows that no studies related to the discovery of motives for not consuming luxury goods have been conducted in the past several years. While with the increasing influence of social networks, this issue can be investigated more than before. To investigate this issue, a semi-structured interview was conducted with 12 people in Tehran shopping malls in order to discover the motivations for not consuming luxury goods affected by social networks. Finally, after conducting interviews and reviewing previous studies in this field, effective factors were identified. These factors are: income, price, lack of efficiency, personality values, similar non-luxury products, lack of trust in the brand, lack of after-sales service in Iran, experience, consumption style, role of friends, religion and innovation. Further, after compiling the questionnaire and distributing it among 300 people in the virtual space and collecting the obtained information, the data was analyzed using the exploratory factor analysis method and Friedman's ranking. Finally, after the investigations, a model with three hidden factors: social factors, economic factors and internal factors has been obtained.
