Render Pattern in Order to Recognition Role of Customers Experiment in Purchase Understanding Behavior in Discount Chainstores.

Subject Areas :

Eshagh Ghorchi beygi ¹ , Golnar Shojaei Baghini ²

1 - Eshagh Ghorchibeygi PHD Student, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran
2 - Assistant Professor, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran

Received: 2021-05-17 Accepted : 2022-01-07 Published : 2022-06-20

Keywords: customer experience, تجربه مشتریان, درک رفتار خرید, فروشگاه‌های تخفیفی, shopping behavior, discount stores,

Abstract :

Today, due to economic pressures, people's livelihoods are facing problems and prices play an effective role in this regard. Discount stores, meanwhile, have attracted the attention of many people by offering competitive and reasonable prices. But how and in what way this pricing of products affects the occurrence of customer behavior; This is an issue that needs to be addressed. In this regard, the present study was conducted to provide a model to identify the role of customer experience in understanding shopping behavior in discount chain stores. This research is of applied and descriptive-survey type. In this study, at first, the indicators of customer experience and purchasing behavior were identified based on literature review and Delphi technique. In this regard, the opinions of 10 experts and managers of discount stores were used. After extracting the final indicators and classifying them with the help of heuristic factor analysis, the role of customer experience in understanding purchasing behavior was investigated using the partial least squares technique. The statistical population of the research in this section is 384 people. Customers formed discount stores that were selected using the Cochran formula. Finally, the results showed that customer experience has a significant effect on understanding shopping behavior. The effect of the dimensions of the shopping experience (product features, sales features, store environment, brand, sales advantages, customer) on purchasing behavior was also confirmed.