Analyzing the Changes in Life Style and Factors Influencing It in Rural Areas: A Case Study of Zanjan County of Iran

This study aimed at analyzing the changes in life style and factors influencing it in rural areas of Zanjan county of Iran. It was conducted in a survey method and its statistical population consisted of all rural residents in this county in 2015; and among them, 250 respondents were selected through a multi-stage cluster sampling. Then, a questionnaire was used to collect data. Life style condition was investigated through components of physical, social, psychological and spiritual health as well as food and clothing consumption patterns and recreation time (including 62 items using a five-level Likert scale). The face and content validity of the questionnaire was confirmed by a panel of experts (including faculty members of Extension, Communication and Rural Development Department in University of Zanjan). The construct validity and composite reliability were assessed through confirmatory factor analyses (measurement model). Composite reliability coefficients ranging from 0.889 to 0.936 indicated good internal consistency of the measurement tool. Data analysis was performed using SPSS20 and AMOS20 software. The results showed a significantly negative relationship between amount of media usage and life style condition, whereas the relationship between family incomes and life style was significantly positive.