Recommending a model to assess Women purchase behavior in social networks (A qualitative Study)

Subject Areas : Woman and family

Sam  Rahimzadeh Holagh ¹ (PhD Student, Information Technology Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)
Reza  Ebrahimzadeh Dastjerdi ² (Assistant professor, Department of Public and media Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)
Alborz  Gheitani ³ (Assistant professor, Department of Public and media Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)
Akbar  Etebarian khorasgani ⁴ (Associate Professor, Department of Public and media Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)

Received: 2022-03-04 Accepted : 2022-04-30 Published : 2023-02-20

Keywords: qualitative method, Social networks, Women purchase behavior, ground theory,

Abstract :

women play an important role in consumer products hence, Analysis of Women requirements within social networks and variables Shaping their purchase behavior would be beneficial for business owners in order to provide better product and services and attain more sustainable relationship with their customers. This research is aiming to recommend a social commerce model for women purchase behavior using qualitative Corbin and Strauss (2015) ground theory method. This research can be considered as applied research. in order to collect research data a seven stage Sadowski and Baroso (2007) method is used, then after implementing open, axial and selective coding, a new model was introduced. Based on acquired results, final model contains 5 main causal variables, 3 main intervening variables, 3main contextual (Demographic) variables and finally 2 main consequential variables. The results of this research can be beneficial for E-commerce and traditional business owners in order to boost their profitability and to have sustainable relation with their customers.

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Hazari, S., Bergiel, B. J., & Sethna, B. N. (2016). Hedonic and utilitarian use of user-generated content on online shopping websites. Journal of Marketing Communications, 23(6), 572–591.

Ho, R. C., & Rezaei, S. (2018). Social Media Communication and Consumers Decisions: Analysis of the Antecedents for Intended Apps Purchase. Journal of Relationship Marketing, 17(3), 204–228.

Hung, S.-Y., Yu, A. P.-I., & Chiu, Y.-C. (2017). Investigating the factors influencing small online vendors’ intention to continue engaging in social commerce. Journal of Organizational Computing and Electronic Commerce, 28(1), 9–30.

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Kim, J. B. (2015). The Mediating Role of Presence on Consumer Intention to Participate in a Social Commerce Site. Journal of Internet Commerce, 14(4), 425–454.

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Kim, Y. A., & Srivastava, J. (2007). Impact of social influence in e-commerce decision making. Proceedings of the Ninth International Conference on Electronic Commerce - ICEC '07.

Liu, W., Lin, C., Lee, Y. and Deng, D., (2013). On gender differences in consumer behavior for online financial transaction of cosmetics. Mathematical and Computer Modelling, 58(1-2), pp.238-253.

Lee, K., Lee, B., & Oh, W. (2015). Thumbs Up, Sales Up? The Contingent Effect of Facebook Likes on Sales Performance in Social Commerce. Journal of Management Information Systems, 32(4), 109–143.

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Osatuyi, B., & Turel, O. (2019). Social motivation for the use of social technologies. Internet Research, 29(1), 24–45.

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Sharma, S., Menard, P., & Mutchler, L. A. (2017). Who to Trust? Applying Trust to Social Commerce. Journal of Computer Information Systems, 59(1), 32–42.

Sandelowski, M., & Barroso, J. (2007). Handbook for synthesizing qualitative research. New York, NY: SpringerPublishing.

Shin, D.-H. (2013). User experience in social commerce: in friends we trust. Behaviour & Information Technology, 32(1), 52–67.

Qin, L. (2017). A Cross-Cultural Study of Interpersonal Trust in Social Commerce. Journal of Computer Information Systems, 60(1), 26–33.

Shan, Y. and King, K.W. (2015), ‌The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers' Brand-Related eWOM Referral Intentions‌, Journal of Interactive Advertising, Vol. 15 No. 1:16–27.

Sohrabi, S. and Aghighi, M. (2018), The Effects of Cognitive and Emotional Assessment of Consumers on Diversification of Purchasing in Chain Stores, Journal of Afagh Humanities, 14, 29-46, (In Persian)

Qin, L., & Kong, S. (2015). Perceived Helpfulness, Perceived Trustworthiness, and Their Impact upon Social Commerce Users’ Intention to Seek Shopping Recommendations. Journal of Internet Commerce, 14(4), 492–508.

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Um, N.-H. (2018). Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites. Journal of Promotion Management, 25(4), 500–519. https://doi.org/10.1080/10496491.2018.1448324

Wang, T., Yeh, R. K.-J., & Yen, D. C. (2015). Influence of Customer Identification on Online Usage and Purchasing Behaviors in Social Commerce. International Journal of Human-Computer Interaction, 31(11), 805–814.

Williams, D. E. (2014). Integrating the conceptual domains of social commerce: a meta-theoretical perspective. The International Review of Retail, Distribution and Consumer Research, 24(4), 361–410.

Wu, Y.-L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce. Internet Research, 28(1), 74–104.

Yang, X. (2019). How perceived social distance and trust influence reciprocity expectations and eWOM sharing intention in social commerce. Industrial Management & Data Systems, 119(4), 867–880.

Zhang, K., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86.

Ogiemwonyi, O. and Harun, A.B. (2020), ‌Green product awareness has the potential to promote green consumer behaviour: Evidence from Kuala-Lumpur‌, Israel Journal of Ecology and Evolution:1–12.

Varah, F., Mahongnao, M., Pani, B. and Khamrang, S. (2020), ‌Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior‌, Environment, Development and Sustainability, available at:http://doi.org/10.1007/s10668-020-01018-z.