Systematic Rreview and Structural-Interpretive Model of Factors affecting the purchase of Cultural Goods and Services (Case Study: Scientific Elites)

Cultural goods and services are usable and useful objects or services that are produced and created by people from the society to satisfy the cultural needs of others and exchanged with the goods and services of others, whether cultural or non-cultural, in the process of exchange. This article has identified and analyzed the main factors affecting the purchase of cultural goods and services from structural-interpretive modeling. The research method in this article, due to the use of both qualitative and quantitative methods, the use of different research methods such as interviews with experts, questionnaires and document mining, is a part of mixed research. The current research is a descriptive survey in terms of practical purpose and data collection, and the tool for collecting information is a questionnaire. First, the factors affecting the purchase of cultural goods and services are identified based on the literature study and content and comparative analysis of related researches and interviews with experts and specialists, and then, using the new analytical methodology of structural-interpretive modeling (ISM), the relationships between the factors affecting the purchase of goods and services are identified. culturally determined and analyzed in an integrated manner; Finally, by using MICMAC analysis, the types of variables have been determined according to their influence and effectiveness on other variables; Based on this, 22 people from the scientific elite, including: university professors, elite students, doctoral graduates and doctoral students in the fields of sociology, psychology, educational sciences and management, were selected. The designed model contains 15 variables of leisure time, taste and taste, desire for differentiation, abundance of cultural goods and services, attractiveness, appropriateness of the price of goods, uniqueness, value, advertising and marketing, multimedia and quick and easy access. , politics, lifestyle and consumer culture, which are classified in five levels. The findings show that among these factors, leisure time, desire for distinction, taste, abundance of goods and cultural services in the market, uniqueness, getting information about the works of artists, attractiveness, appropriateness of the price are the most influential and motivating.