مجله مدیریت بازاریابی
پیاپی 62 (بهار 1403)

In the context of online shopping, websites play a critical role in facilitating transactions between buyers and sellers. An online store's website acts as a focal point for a company's online identity and encompasses not only the products and services offered but also the company's aesthetic image and values. Creating a strong online identity helps an online store differentiate itself from competitors, attract and retain customers to strengthen its competitive advantage, and improve brand, product, or service differentiation. On the other hand, understanding the repeat purchase intention of consumers is essential for maintaining growth in this business. This research, by providing a new theoretical perspective for understanding the online shopping behavior of committed customers, shows that a store's website creates a specific identity that itself affects the repeat purchase intention. The present study examines the factors affecting website cultural identity and the repeat purchase intention by testing a conceptual model by King et al. (2016) in order to develop the model. Based on the information gathered from 463 customers of online stores in Tehran, including a segment of students of Islamic Azad University, Science and Research Branch, the results of this research showed that increasing product attractiveness, service attractiveness, customer e-satisfaction, fulfillment, website cultural identity, and website attractiveness leads to an increase in the repeat purchase intention. Increasing website trustworthiness, product attractiveness, service attractiveness, and website attractiveness leads to an increase in website cultural identity. Increasing website attractiveness and fulfillment leads to an increase in customer e-satisfaction. However, increasing website trustworthiness does not lead to an increase in the repeat purchase intention. The results can be a basis for online stores to understand and use website cultural identity as a new strategy for attracting and retaining customers with a focus on the repeat purchase intention.

In this research, non-verbal in-store factors affecting the buying behavior of customers in the home appliance industry have been identified. The data required for this research were collected in two qualitative and quantitative phases. In the qualitative phase, the in-depth interview method was used to collect the necessary information. The data obtained in this phase of the research were analyzed by the method of content analysis. Also, in the quantitative phase, the field method was used to collect information and analyzed using the exploratory factor analysis method. In order to cover the research objectives, at first, by conducting in-depth interviews with experts in the field of non-verbal communication, indicators that can be effective in predicting the buying behavior of customers were identified, and then based on the importance of each From these indicators, the factors that are finally introduced as non-verbal in-store factors that influence the buying behavior of customers. The results obtained in the interview with experts show that 33 indicators can be considered as non-verbal in-store indicators affecting the buying behavior of customers in the home appliance industry. Based on the findings of this research, brands active in this industry can design more optimal stores for end customers, which in addition to creating a positive impact on their shopping experience, also on the branding of industry players. It can have a significant impact

This research was conducted with the aim of designing and explaining the model of consumer personality traits based on the impulse buying approach.

Research design/methodology/approach:

 The methodology of the current research was descriptive-exploratory with a mixed approach (sequential type, qualitative-quantitative). The steps include: conducting interviews with women with impulse buying experience and data analysis using the theme analysis method to form the model and then testing and validating the model to identify the final pattern. The participants of the research in the qualitative part were the women of 2 neighboring countries of the Persian Gulf along with 2 southern provinces of Iran, whose impulsiveness in using cosmetics was proven by using RFM and Barratt (1994) tests. In the quantitative part, the statistical population includes all women who use a lot of cosmetics in 3 countries on the edge of the Persian Gulf and women in the southern provinces of Iran. Also, the qualitative analysis of the data obtained from the interviews in the upcoming research was done using the theme analysis method and quantitative data analysis using SPSS and SmartPLS 3 software and at a significance level of 5%.

The findings showed that the research conceptual model includes the variables: feeling the need to buy, tendency to buy impulsively, impulsive buying behavior, consequences, memorization and shopping saturation that this model was tested in the quantitative section and the findings showed at the 95% confidence level, except for one path, all the paths of the model are approved and meaningful.

The purpose of this study was to provide a brand repositioning model for companies active in the electricity industry. For this purpose, a systematic evaluation and analysis of the results and findings of the previous research has been done with the approach of qualitative research and meta-composite tool, which includes seven steps. In this method, by searching for the keyword of brand repositioning in various databases, 2349 studies were found in the period of 2012 to 2022 AD and 1391 to 1401 AD. Out of 2349 found works, 1657 works in terms of title, 384 works in terms of abstract and 246 works in terms of text were not consistent with the purpose and questions of this research; Therefore, these works were left out, and only 62 works that were in the field of brand repositioning and were in line with the purpose and questions of the present research both in terms of title and content, were selected for meta-combination analysis and presentation of brand repositioning model. became By studying and carefully examining the finalized sources, components and indicators of brand repositioning of companies active in the electricity industry were extracted from each of the sources, which include financial strength, quality, price, delivery, service, marketing, customer satisfaction and management. human resources. In total, the pattern of brand repositioning of companies active in the electricity industry was identified and classified in the form of 8 components and 71 indicators.

Nation branding is a suitable model recommended by international organizations for export development in the third millennium. An important part of the exports of countries in the world are industrial products. In this regard, due to the importance of this issue for the country, this study was conducted with the aim of providing a model for promoting the nation brand in the field of exporting goods and industrial services. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative section includes senior managers and entrepreneurs in the fields of branding, industry, export and trade, who have sufficient experience in the aforementioned fields. Sampling was done with a targeted method and theoretical saturation was achieved with 11 interviews. Research findings showed that a national macro-policy and export-oriented culture are the main parameters affecting the national brand. The communication infrastructure in the country provides the necessary platform and the challenges of export sanctions play the role of an interventionist. Finally, the use of relevant strategies to improve the export of industrial goods and services leads to the promotion of the national brand. The central phenomenon including (international branding) also affects the strategies in the field of export of goods and industrial services. Finally, it was found that the strategies of the model lead to a certain result (improvement of the national brand).

Regarding the increasing growth of online purchases of products in chain stores and given that the determinants of online repurchase intentions (ORI) are complicated and different, the role of online sales and increasing repurchase of the concerned products is more highlighted.

The present study aimed to present an ORI model in chain stores.

The qualitative multi-grounded theory (MGT), a combination of meta-synthesis and grounded theory (GT), was used in the present study. The literature on ORI in chain stores was first reviewed during 2010-2022 to reach the research objectives. Then, after detecting the initial framework, GT was used to interview ten experts in chain stores. Moreover, open, axial, and selective coding methods were used for the data analysis to extract the research model.

According to the results, the concepts coded using Strauss and Corbin’s three-stage coding approach in GT were classified into four categories as causal conditions (namely information technology (IT), product features, brand class, and service class) and two categories as intervening factors (namely sociology and competitive environment), and one underlying factor (customer features). These factors affect the customer's ORI in chain stores and provide chain stores with some marketing strategies, the consequences of which would determine the capability of chain stores and social responsibility.

Originality:

 The present study expanded knowledge on the ORI determinants in chain stores and would help the managers of chain stores to promote ORI and create a competitive advantage.

Using from the celebrities to endorse products and services, especially cosmetics has an impact on consumer behavior. As a result, the aim of this study was to presenting a quantitative model of the use of social media influencers in the behavior of luxury cosmetics industry consumers.

The current research in terms of purpose was applied and in terms of implementation method was survey. The research population was Persian-speaking consumers of luxury cosmetics on the social media in the 2022 year. The research tool was a researcher-made questionnaire of social media influencers in the behavior of luxury cosmetics industry consumers (130 items), which was sent to the samples via email, WhatsApp, Telegram, Instagram, Facebook and YouTube. Number of 500 questionnaires were distributed among the samples that were selected as available and number of 310 case of them were returned and 38 case were removed due to defects and finally 272 questionnaires were analyzed. Data were analyzed with the exploratory factor analysis and structural equation modeling methods in SPSS and Smart PLS software.

The findings showed that the researcher-made questionnaire of social media influencers in the behavior of luxury cosmetics industry consumers had 93 items in 32 components and 11 dimensions, which were included the dimensions of social media influencers characteristics (with three components), brand characteristics (with three components), change in the way of marketing (with two components), technological changes (with two components), people's biological changes (with two components), advertising effectiveness (with three components), government factors (with two components), social insight from social media (with two component), measuring the success of influencer advertising (with two components), using from different marketing strategies (with two components) and process of using social media influencers (with nine components). Also, the factor load of all the items was higher than 0.70 and the average variance extracted, validity ratio and Cronbach's reliability of all components were higher than 0.50, 0.70 and 0.80, respectively. In addition, the final model of the use of social media influencers in the behavior of luxury cosmetics industry consumers had a good fit, and in this model, the dimensions of people's biological changes, technological changes and changes in the way of marketing on the process of using social media influencers, the dimensions of social media influencers characteristics, brand characteristics, process of using social media influencers, social insight from social media and government factors on the each of the two dimensions of using from different marketing strategies and measuring the success of influencer advertising and the dimensions of using from different marketing strategies and measuring the success of influencer advertising on the effectiveness of advertisements had a direct and significant effect (P<0.001).

According to the identified dimensions and components in the quantitative model of the use of social media influencers in the behavior of luxury cosmetics industry consumers can be changed the conditions to change the behavior of consumers and provide the basis for increasing the behavior of luxury cosmetics industry consumers.