The study of the role of transactional interactions on the consumer's immediate consumer buying behavior in the studied social trade
Subject Areas : مدیریت
Ghazal Laluha
1
,
Abdolreza Miri
2
*
1 - M.A., Department of Management and Accounting, Islamic Azad University, Qazvin Branch, Qazvin, Iran
2 - Assistant Professor, Department of Management and Accounting, Islamic Azad University, Qazvin Branch, Qazvin, Iran
Keywords: perceived enjoyment, social interactions, instantaneous shopping behavior, social commerce, similarity of users,
Abstract :
Today, cyberspace activities and capabilities are recognized as an integral part of enhancing the quality of life. This has made identifying and analyzing the performance of individuals in the business interactions of this space an important part of marketing studies. The purpose of this study was to investigate the role of internet shopping sites in daily life. Behaviors that arise in the form of a tendency to shop without planning online or to insist on shopping online without planning. One of the new cognitive responses addressed in this study is trans-social interactive behaviors. This applied research with a descriptive-correlation approach has investigated these behaviors. The statistical population of this study is customers of DigiKala online store (Alborz province). Data were collected by a questionnaire and analyzed in two parts: descriptive and inferential. The results show that enhancing product appeal through shape and color enhances people's enjoyment of the product. Similarity among users also has a positive impact on the formation of users' social interactions in the social business environment. Therefore, the closer buyers are to each other in terms of age, ethical characteristics, level of education, and income, the more and more societal interactions occur between them. Based on these results, Internet product and service vendors can better market share by classifying the market according to its characteristics.
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