Explaining the causal factors of online repurchase intention in chain stores
Subject Areas : Management
mahdi barehmoghadam
1
(Department of Management, Islamic Azad University, Birjand Branch, Birjand, Iran)
Hossein Hakimpour
2
(Department of Management, Islamic Azad University, Birjand Branch, Birjand, Iran)
Mehdi Mahmoodzadeh
3
(Department of Management, Islamic Azad University, Birjand Branch, Birjand, Iran)
Mohammad Mohammadi
4
(Department of Management, Islamic Azad University, Birjand Branch, Birjand, Iran)
Keywords: Online Repurchase Intention, Chain stores, Grounded theory,
Abstract :
Considering the role of chain stores in supplying people's daily needs and the increasing trend of society towards online shopping, this research was conducted with the aim of identifying the key factors influencing consumers' intention to repurchase online in chain stores using a qualitative method. Data analysis was carried out using a data-based approach and semi-structured interviews with 10 managers of chain stores and university faculty members. The sampling method was non-random and based on snowball sampling. Qualitative data analysis was performed using MAXQDA software. The coding process was conducted using three coding methods, including open, axial, and selective coding, based on data similarities in an inductive process. The results of the study showed that firstly, the key factors influencing consumers' intention to repurchase online in chain stores included the technology and information category, product characteristics, brand category, and service category, which were identified as the main dimensions for better understanding the concept of repurchasing intention online in chain stores. Secondly, by developing and integrating knowledge in this area, it can help future researchers in improving models of online repurchase intention. Thirdly, it can assist chain store managers in better understanding the main dimensions to increase online sales and create a competitive advantage.
