Susceptibility to Interpersonal Influence in Consumption Context Studying The Difference of Men and Women Case: Students of University of Isfahan

Social influence is one the most determinant factor in consumer behavior. Previous studies have also shown that women exhibit different responses to social environment stimuli، compared to men. So the main purpose of present article is to study the difference of men and women with regard to their susceptibility to interpersonal influence in contexts involving consumption. This is a descriptive survey study with a sample of 650 student of University of Isfahan who were enrolled in second semester of year 2007-8. The data gathering instrument was a questionnaire which has been designed by Bearden، et al (1989). The individuals in the sample were selected in a categorized random sampling method. The result indicates that susceptibility of students to interpersonal influence on informational dimension in consumption context was significant، but with regard to normative dimension of the index، their susceptibility was not significant. Also with regard to informational dimension of the index، women were more susceptible than men to interpersonal influence. Also، the reliability of used scale has been measured through confirmatory factor analysis by LISREL software.