رفتار مصرف‌کننده

Open Access Article

1 - The Effect of Virtual Tribes on the Implications of Postmodern Consumer Behavior on Social Media)
Bahram Khairy Mohammad Mehdi Pouyan

The growth and popularity of social media is communication among people creating new approaches. This article reviews and synchronization Comments on this concept seeks to investigate and predict the effects of tribes allowable percentage of the consequences of postmode More

The growth and popularity of social media is communication among people creating new approaches. This article reviews and synchronization Comments on this concept seeks to investigate and predict the effects of tribes allowable percentage of the consequences of postmodern consumer behavior that its components are consequences faithfully, black marketing, power consumption, Surrealism and pluralism in social media. Questionnaire data were obtained using a sample size of 230 students at, using structural equation modeling using partial least squares analysis software Smart PLS is located. Results predicts that in the aforesaid tribes are permitted to consume a significant impact on all outcome variables Manuscript profile

Open Access Article

2 - Designing a Model for Delaying the Purchase of Supplementary Health Insurance Based on Grounded Theory
ehsan mohsenzadeh sharifi leila Andervazh ebrahim albo naiemi

Introduction: In general, procrastination means leaving work, or doing it at the last minute, and feeling uncomfortable with it. Procrastination means having trouble getting things started and done. Or, to put it simply, procrastination means postponing today's work to More

Introduction: In general, procrastination means leaving work, or doing it at the last minute, and feeling uncomfortable with it. Procrastination means having trouble getting things started and done. Or, to put it simply, procrastination means postponing today's work to tomorrow. The purpose of this study is to design a model for procrastination in purchasing health insurance based on data theory. Methods: The present research is applied in terms of purpose and qualitative in terms of research nature and based on data theory. In this study, 14 insurance industry experts and 18 industry clients participated in interviews and focus group meetings. The collected data were encoded in three steps using MaxQDA software. Results: In the open coding section, 383 sentences were coded separately and the highest repetition of comments with 31 cases was related to the factor of distrust in insurance companies. The findings show that three types of psychological, ethical and knowledge factors affect procrastination in insurance. To measure the behavior of procrastination in insurance, three indicators can be used, which are the postponement of the purchase of selected non-compulsory insurance, the postponement of the purchase of compulsory insurance and the postponement of the payment of purchased insurance installments. Conclusion: According to the results, it was found that three psychological, ethical and cognitive factors cause the formation of procrastination behavior in buyers of supplementary health insurance. Manuscript profile

Open Access Article

3 - Measuring Model of Consumer’s Moral Emotions in Sport Marketing: A Scale Development
Jasem Manouchehri

Purpose: Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral e More

Purpose: Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral emotions in facing with doping scandal by endorser celebrity athletes. Methodology: The present research was conducted by an exploratory mixed methodology. Logical induction was utilized for analyzing qualitative data collected from 18 interviews (9 men and 9 women), in addition, 224 sport sciences students of Iranian universities filled out the quantitative questionnaires to run confirmatory factor analysis (CFA) of the measuring model. Findings: The results from CFA and its goodness and badness indexes revealed standard amount of the indexes. Moreover, results showed that the extent of Average Variance Extracted (AVE) for contempt, anger and disgust was higher than 0.5 which revealed Convergent Validity of the named variables. Additionally, the extent of Average Variance Extracted (AVE) for all variables was bigger than the square of their pairwise relationships which also revealed Discriminant Validity. All variables reliabilities were higher than 0.7 which indicated Composite Reliability. Manuscript profile

Open Access Article

4 - Consumers’ Narratives of consumption, a window to consumers mind a Systematic Literature Review approach
Mohammad Rahim Esfidani Datis khajeheian Mahmoud Mohammadian Emad Rahmanian

Narratives is an essential part of human communications and has been used to transfer knowledge and experiences by humans. This provides an exceptional opportunity for marketing practitioners to use narratives as a methodological tool to better understand consumer behav More

Narratives is an essential part of human communications and has been used to transfer knowledge and experiences by humans. This provides an exceptional opportunity for marketing practitioners to use narratives as a methodological tool to better understand consumer behaviors. Consumption narratives as a mean to understand consumer behavior gained popularity in the early 90s. A vast body of researches providing several definitions and features led to ambiguity on the subject. Also, there are not many resources available in Persian for researchers. Hence, to summarize the literature and providing a comprehensive definition and introducing this topic to Persian management literature, marketing practitioners; a systematic literature review approach was employed. This study, qualitative in nature, uses a systematic literature review to select the most prominent and influential articles to come up with a comprehensive definition. Several scientific databases were chosen and based on inclusion/exclusion criteria articles were selected. After a careful and deliberate residing, different definitions and features of consumptions narratives were extracted to formulate the final definition. A comprehensive definition based on several studies is presented. Also, features of different definitions are summarized to shed some light on the different aspects of consumer narratives. Finally, the classification of consumption narratives are provided for the first time in Persian management literature. Also, the method provided in this article might be used as a guideline to perform systematic literature reviews in future endeavors by other researchers. Manuscript profile

Open Access Article

5 - Presenting the model of the effect of entrepreneurial marketing dimensions on consumer behavior with the approach of structural equations in startups in the field of new technology
HAMIDEH reshadatjo amir ebrahimpour

The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all co More

The aim of this study was to investigate the effect of entrepreneurial marketing dimensions on consumer behavior in IT area of startups. This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The community surveyed are all consumers who have used the services of five startups (Linkup, Smart Forever, Pigam, Picto, and Onar). To collect information using Morgan's table to determine the sample size, 384 questionnaires were analyzed by random sampling method among sample members, distribution and information by structural equation analysis method and through plus software. All research hypotheses have been confirmed and the effect of entrepreneurial marketing dimensions (pre-eminence, risk-taking, opportunism, innovation, human resource leverage, value creation, firm's tendency to marketing, intellectual and social capital) on consumer behavior to prove Receipt. The results showed that the dimensions of entrepreneurial marketing by influencing consumer behavior, on a better understanding of the use of entrepreneurial and creative marketing among IT startups can increase satisfaction, loyalty and trust among consumers. Manuscript profile

Open Access Article

6 - Investigation of the impact of experience and environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment
Mahdi Farmani Mohammad Ghaffari Mostafa Zandi Nasab

10.22034/jest.2019.43240.4605

Background and Objective: In today's competitive market, companies are surely able to make competitive advantage and benefit from it in the long run, paying more attention to environmental issues. Therefore, the purpose of this research is to investigate the impact of e More

Background and Objective: In today's competitive market, companies are surely able to make competitive advantage and benefit from it in the long run, paying more attention to environmental issues. Therefore, the purpose of this research is to investigate the impact of environmental knowledge on attitudes and behaviors of consumers’ conscious of the environment. Method: This research, is applied in terms of purpose and descriptive in terms of research method. The statistical population of this research includes all customers of Pegah Company throughout the country in January 2019. To this end, 384 samples were selected using available sampling method. In order to confirm the validity of the questionnaire, content validity, construct validity and convergent validity were examined. To assess the reliability of the questionnaire, Cronbach's alpha coefficient was used. Data was analyzed using SPSS 22 and LISREL 8.8 software. Finding: All research hypotheses were approved and the coefficient of determination of attitudes toward the environment and behavior of consumers’ conscious of the environment is 0/51 and 0/35. Discussion and Conclusion: The results of the research show that general environmental knowledge and Eco-friendly knowledge has a significant impact on attitudes toward the environment and environmental experience has a significant impact on attitudes and behaviors of conscious consumers toward environment. Also, attitudes toward environment has a significant impact on behavior of consumers’ conscious of the environment. Manuscript profile

Open Access Article

7 - Explanation a model for identifying the fundamental components of consumers' impulse buying behavior With emphasis on ethics in sales using Fuzzy Best-Worst Method (FBWM) technique (Case Study: Refah Chain Stores)
Salman Abbasi Siar Mohammadali Keramati mohammadreza motadel

10.30495/imj.2021.686121

Due to the prevalence of impulse buying behavior among consumers, its academic studies have increased over the last decade. Because of the sales should be high in stores, the study of consumer behavior in impulse buying should be considered by researchers and store mana More

Due to the prevalence of impulse buying behavior among consumers, its academic studies have increased over the last decade. Because of the sales should be high in stores, the study of consumer behavior in impulse buying should be considered by researchers and store managers. The purpose of this paper is to identify the key factors of consumer behavior in impulse buying with emphasis on ethics in sales using fuzzy screening technique and weighting and prioritizing factors using the best-worst fuzzy method. The population and the statistical sample include 15 modeling experts and academic professors who are fluent in impulse buying and marketing topics After a thorough review of the theoretical foundations and research background, 6 dimensions and 40 indicators were identified. The innovation of the present study is that fuzzy logic and multi-attribute decision-building method have been used to identify and prioritize the components of ethics in Impulse buying sales. The results of fuzzy screening showed, ethics factors in sales; physical; social; temporal; regulatory and individual, as selected dimensions of fuzzy screening along with 21 indicators were selected by experts. Also, the results of weighting the dimensions with the best-worst fuzzy technique showed that the ethics factor in sales was the most important dimension of impulse buying and the individual factor was ranked second, and physical, social, temporal and regulatory factors were ranked third to sixth, respectively. Manuscript profile

Open Access Article

8 - The effect of culture on luxury brand consumer behavior through the mediating role of consumer attitude (Case Study: Apple Brand)
maryam Taghvaee Yazdi Pantea part

Research has shown that the market for luxury goods has changed dramatically in recent decades, and today new goals are set for the import and export system of these goods. The main purpose of this study is to investigate the effect of culture on consumer behavior of lu More

Research has shown that the market for luxury goods has changed dramatically in recent decades, and today new goals are set for the import and export system of these goods. The main purpose of this study is to investigate the effect of culture on consumer behavior of luxury brand through the mediating role of consumer attitude. The research was of applied type and descriptive-survey and correlational research. The statistical population was Apple brand customers. The statistical sample was considered to be 390 people using Krejcie and Morgan (1970) sample size determination table. Sampling method was available. The data collection tool was a standard questionnaire consisting of two parts based on a five-point Likert scale. Validity was confirmed by experts and reliability was calculated using Cronbach's alpha method (0. 0.941). Descriptive statistics methods were used to organize, summarize information, prepare tables, plot and describe the collected data. Inferential statistics used Kolmogorov-Smirnov (KS) tests, linear regression analysis, Watson camera test and analysis of variance. The results showed that consumer culture had a significant effect on luxury brand consumer behavior. Consumer culture had a significant effect on the consumer attitude of the luxury brand. Consumer attitude had a significant effect on luxury brand consumer behavior. Consumer attitudes mediated the impact of consumer culture on the consumer behavior of Apple's luxury brand. Manuscript profile

Open Access Article

9 - Investigating electronic customer relationship management in marketing behaviors with regard to the mediating role of social responsibility in Golestan Gas Company
Nezareh Kord parviz saeidi Roohalla Samiee Samereh Shojaee

The pupoose of this research is to investigate the relationship management with electronic customer in marketing behaviors regarding the mediating role of social responsibility. Delphi analysis has been used to measure electronic customer in marketing relationship manag More

The pupoose of this research is to investigate the relationship management with electronic customer in marketing behaviors regarding the mediating role of social responsibility. Delphi analysis has been used to measure electronic customer in marketing relationship management and marketing behaviors. The statistical sample in this section includes; there are 22 academic, organizational and experimental experts who were selected using the snowball technigue. Based on the results, the constituent elements of electronic Customer Management include six dimesions; Communication factors, electronic factors, technological factors, Management factors, information factors and Stimulating factors. Also marketing behaviors include four dimensions; Marketing factors, behavioral factors, organizational factors and environmental factors. Next, 108 questionnaires that were answered by the deputies, experts and employees of Golestan Gas Compani were analyzed and the results showed that there is a positive and significant relationship between electronic customer relationship management and marketing behaviors. Also, social responsibility has a mediating role in the relationship between electronic customer relationship management and Marketing behaviors. Manuscript profile

Open Access Article

10 - Providing a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies
maziar ghasemzadeh sangroudi karim hamdi shadan vahabzadeh munshi

This study aims to provide a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies. In terms of the purpose, the present research is of the type of applied-developmental resear More

This study aims to provide a model of consumer behavior in creating brand attachment with an emphasis on the packaging component: a qualitative study in food industry companies. In terms of the purpose, the present research is of the type of applied-developmental research and in terms of the data collection method, it is a qualitative research method. In order to select the statistical population in the qualitative part of the research, and to create the components of the final model, the researcher is trying to interview experts and managers and senior experts in the field of food industry companies with 12 experts, the sample size is based on reaching theoretical saturation with 12 The interview was scheduled. The main tool of data collection in the field section includes semi-structured interviews. Qualitative content analysis method and Max.QDA software were used for data analysis. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Packaging including communication factors, logistic factors, economic factors, environmental factors and social responsibility were identified. In relation to brand attachment, brand loyalty, brand awareness, perceived quality and brand associations were identified. Manuscript profile

Open Access Article

11 - Qualitative model of consumer behavior in the of durable goods market (household goods) based on value theory
Bahman Naghdi Abdollah Naami Naser Azad Mohammad Nasrollahniya

10.30495/fed.2023.707993

Abstract The present research aimed at designing an indigenous model of durable goods’ consumer behavior based on the value theory in a closed economy (under sanctions) using the grounded theory approach. In this regard, in-depth and semi-structured interviews al More

Abstract The present research aimed at designing an indigenous model of durable goods’ consumer behavior based on the value theory in a closed economy (under sanctions) using the grounded theory approach. In this regard, in-depth and semi-structured interviews along with targeted and snowball sampling method were employed. The research statistical population included marketing professors and experts as well as household appliances practitioners. Data analysis was undertaken using open, axial and selective coding method. In this way, a paradigm model including 10 main categories, 22 sub-categories, and 116 concepts was designed. Based on the model, shopping values were introduced as consumer behavior’s causal factors, cultural and social values along with personal (internal) and external factors were introduced as antecedents. The characteristics of the consumer market were also enumerated as intervening factors with some effects on Iranian consumers’ behavior. Improvement strategies were considered as ways which result in consumer decapitation phenomenon and consumer loyalty. The present research results can help producers and policy makers to understand Iranian consumer's behavior towards Iran-made durable goods, especially in household appliance industry, and to develop appropriate strategies for managing the market regarding sanctions and import prohibitions. Manuscript profile

Open Access Article

12 - Design of Conceptual Model for product disposition with repertory grid
hamed ghobakhloo elham faridchehr mahmood Ahmadi sharif nader gharib navaz

Once the products are used up, the next step is to decide how to dispose them. Reuse, repair, reconstruction, recycling, etc. are different disposal options that the consumer will face. Therefore, disposing the acquired product is a fundamental part of the consumer deci More

Once the products are used up, the next step is to decide how to dispose them. Reuse, repair, reconstruction, recycling, etc. are different disposal options that the consumer will face. Therefore, disposing the acquired product is a fundamental part of the consumer decision-making process. knowing the consumer behavior in disposing of products will have good consequences for the consumer, business, community and environment. in this research, which is a basic research, an attempt has been made to explain all the factors affecting the disposal of goods by explaining the qualitative method of repertory grid Purposeful sampling and interviews with 20 experts in this field, a conceptual model was presented. From the results of the repertory grid approach, 229 structures were obtained. Finally, using hierarchical clustering statistical method and experts' opinion, the total structures are divided into 10 clusters. (situational factors, psychological factors, attribution theory, desire for innovation, purchase intention, disposal channel, storage tendency, social factors, economic factors, 4p marketing). Manuscript profile

Open Access Article

13 - Ranking of personal factors affecting insurance purchase Postponement
EHSAN MOHSENZADEHSHARIFI Leila Andervazh Ebrahim albonaiemi

The main purpose of this study was to identify and rank factors affecting insurance purchase postponement that have been proposed in the theoretical literature of procrastination. To this end, the factors identified in the background were reviewed by insurance industry More

The main purpose of this study was to identify and rank factors affecting insurance purchase postponement that have been proposed in the theoretical literature of procrastination. To this end, the factors identified in the background were reviewed by insurance industry experts, and 20 of those factors were categorized into four groups. they include demographic, psychological, skill, and attitude factors. Afterward, a researcher-made questionnaire was distributed among 46 insurance industry executives, experts, and university professors. The data was analyzed using the group analytic hierarchy process (GAHP). Findings show that psychological, attitude, skill, and demographic factors had the most influence on the procrastination behavior of insurance customers. After measuring the final weight of factors, it was observed that laziness, weakness of insurance knowledge, negative experience in insurance purchase, distrust of insurance companies, depression, low responsibility, suicidal behaviors, well-being, age, and social status had the most important roles in the insurance purchase procrastination. Manuscript profile

Open Access Article

14 - Behavior model of customers of luxury goods in the gold market: a qualitative study
saghar zarinkamar azam rahiminik Seyyed Abbas Heidari

The purpose of this research is the behavior model of buyers of luxury goods in the gold market. In this regard, while reviewing concepts such as the behavior of buyers, luxury goods and the gold market, by interviewing experts and professors in the field of luxury and More

The purpose of this research is the behavior model of buyers of luxury goods in the gold market. In this regard, while reviewing concepts such as the behavior of buyers, luxury goods and the gold market, by interviewing experts and professors in the field of luxury and gold industry, as well as marketing, the pattern of the behavior of buyers of luxury goods in the gold market was presented using the method of qualitative analysis. The study population includes all experts and professors in the field of luxury and gold marketing. The sample size includes 10 experts in the field of luxury and gold marketing, which was selected by theoretical saturation method. Semi-structured interview and Delphi method were used to collect data in this research. The results of qualitative theme analysis by Max Kyoda software showed that the components of the behavior model of buyers of luxury goods with a focus on the gold market include: 1- social factors, 2- cultural factors, 3- individual factors, 4- economic factors 5- Consumer attitude, 6- Consumption motivation, 7- Value, 8-Experience, 9 Awareness and 10-Consumer behavior. Moreover, 65 indicators for these components were finally approved by experts. Manuscript profile

Open Access Article

15 - بررسی عوامل مؤثر بر وفاداری مشتریان به مجتمع‌های تجاری
اسداله کردنائیج حسین ممبینی علیرضا بخشی زاده مهدی جهانی

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Open Access Article

16 - بررسی تأثیر دانش و روابط برند بر تصمیم‌های خریدهای جاری و آتی مشتریان مواد غذایی (مورد مطالعه: شرکت مینو)
کامران نوربخش روح‌الله طاهری حامد قباخلو

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Open Access Article

17 - Providing a Practical Model for Purchasing Decisions in the Context of Environmental Uncertainty in the Housing Market
Mehdi Reyvandi mohamad haghighi Alireza Irani

In today's world, the uncertainty of the housing market causes a lot of social-economic damage for any country, this issue causes fluctuations in the lack of buying and investing in housing. The main goal of this research is to provide a strategic model to ensure consum More

In today's world, the uncertainty of the housing market causes a lot of social-economic damage for any country, this issue causes fluctuations in the lack of buying and investing in housing. The main goal of this research is to provide a strategic model to ensure consumer decision-making in conditions of uncertainty in the housing market. The current research has been fundamental and practical in terms of its purpose, and in terms of its nature, it is considered part of survey research, and in terms of the approach of this research, it is part of qualitative research. The statistical community of experts in the field of housing (experts of real estate trading companies and experts of housing and urban development organization and subordinate bodies) of Tehran province is Tehran city. Finally, 20 experts participated in this research by using theoretical saturation and coding 241 phrases and introducing 9 concepts that were classified into six major categories of the paradigm model. The results obtained in six cases, which include environmental uncertainty, reassurance discourse, intervening factors, background factors, competitive strategies, and purchasing legitimacy have been identified and the consequence of this decision-making pattern in conditions of purchase uncertainty is to improve the sales performance of companies. Considering the environmental uncertainties in the housing market, it is important to strengthen the confidence-seeking discourse in consumer purchases, which provides the basis for improving the legitimacy of the investor's investment. Manuscript profile

Open Access Article

18 - Identifying the Components Affecting Customer Dissatisfaction in Order to Design Competitive Strategies to be Studied: Requested Video Platforms (VOD) in Iran
Nader Jafari Haftkhani, Abbas Rahimi

In discussing consumer behavior in marketing, and considering the importance of customer satisfaction in future buying behavior and customer loyalty for repurchase, the study of factors affecting customer satisfaction and dissatisfaction in businesses has become increas More

In discussing consumer behavior in marketing, and considering the importance of customer satisfaction in future buying behavior and customer loyalty for repurchase, the study of factors affecting customer satisfaction and dissatisfaction in businesses has become increasingly necessary. this research identifies the factors affecting customer dissatisfaction in the industry of requested video platforms (VODs) in Iran by accepting the framework of the two-factor (two-spectrum) theory of customer satisfaction. To achieve this goal, about 44,000 online data of customers of the two leaders of this market in Iran, namely Filimo and Nemava companies, were collected from three platforms: Bazaar Cafe, Twitter, and Instagram by crawling data method. And mapped the themes of this research were drawn. Findings show that four factors "content weaknesses", "software weaknesses", "high consumer costs", and "poor public relations and communication" are among the factors affecting customer dissatisfaction with Iranian VODs. As a result, it can be said that although improving the status of these factors by each platform will not necessarily lead to customer satisfaction, any effort by these companies to eliminate or reduce the causes of dissatisfaction or improve them can be effective in improving customer satisfaction and improving their competitive position. Manuscript profile

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