Designing a Consumer Motivation Pattern for Online Group Shopping Using Structural-Interpretive Modeling

Subject Areas : Production Management

mojtaba ramazani ¹ , reza nasrollahi saeidlo ² , davood lafz froshan ³ , keivan aliverdi nasab ⁴

1 - Department of Management, Faculty of Management, Bonab Branch, Islamic Azad University, Bonab, Iran
2 - CEO of Persian Concrete Machinery Company
3 - Director of Education and Tuition of Islamic Azad University
4 - Instructor of Mizan University

Received: 2021-07-12 Accepted : 2021-12-27 Published : 2021-11-22

Keywords: Online Shopping, Modeling, Consumer Motivations,

Abstract :

Online group shopping has become an important and fast selling channel providing the products and services provided, however it has been done thoroughly to examine the different types of online group shopping note. With the aim of this research, there has been the design of a model of consumer motivation to buy online group using modeling-interpretive construction. Descriptive research method and statistical sample of research in the section of identifying consumer motivations for online group shopping includes 217 users of group shopping websites. In the second part, ten news people have been used to design the pattern and leveling. In order to collect statistical information, two questionnaires were used. The first questionnaire was used to identify online shopping groups and the second questionnaire was used to design a pattern and leveling based on the structural-interpretive modeling method. In order to analyze the data of the actual analysis and Cronbach's alpha coefficient to check the validity of the questionnaire, t-test was used to prescribe users for group online shopping and to design a pattern for buying a model made for modeling-interpretation. The results are in the court identification section, which out of a total of sixteen factors extracted from the research literature, ten factors in the title of consumer motivation to buy online group that you are looking for. Also, the results of structural-interpretive modeling showed that the quality of the website is in the seventh level and as an operating system causes.