Study of online consumption behavior of various electronic lifestyles in Iranian society with the qualitative George method

One of the sociology aspects is lifestyle, but by developing of internet, nowadays we are now faced with the e-lifestyle. In this paper we study the purchase behavior of each Iranian’s e-lifstyle in the online enviorment in two steps. In the first step, aims to identify the e-lifestyle types among Iranian citizens by K-mean clustering approach. Questionnaire that derivatived from related previously reported literature was distributed among tha 970 samples. The results of this step shows five different e-lifestyle, which named Interactive, Negativisms, Pioneers, Requisiteness Oriented, and Self-indulgent. In the second step, to study the online purchase behavior of each e-lifstyle, we use the quality phenomenology method and depth interview with the 15 samples who selected by maximum variation. The data was collected and analyzed by Giorgi method. The result shows the seven main themes for Interactive group, six main themes for Negativisms group, nine main themes for Pioneers group, seven main themes for Requisiteness Oriented group, nine main themes for Self-indulgent group.