مقالات رزومه متینه فتحعلی

The Omni-channel marketing system or strategy is a type of marketing where all channels are integrated without any interruption. It aims to give consumers a holistic experience of shopping. A focus on maximizing customer value is fundamental for OCR’s success. The purpose of the present study is to develop the concept of Omni-channel shopping value from the perspective of the ‘Generation Y’ and ‘Generation X’ with a phenomenological approach.

This research was conducted using the qualitative method (Interpretive Phenomenology- Framework). The statistical population was people who had both offline and online shopping experiences from brands that had stores and online sales at the same time. Within the framework of the purposeful sampling strategy, 40 people were selected using the Maximum Variation Sampling method. Data were collected through interviews. The NCT model was used to analyze the data using Atlas.Ti software.

Finally, 62 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation Y’ and 56 sub-concepts for sub-dimensions of shopping value in 4 channels related to ‘Generation X’ were identified.

The present study is the first research on the Omni-channel shopping value in Iran, which has identified a subset of shopping values in offline and online channels from the perspective of two generations (i.e. Generation Y and Generation X).

Marketing managers are interested in consumer purchase intentions so as to prognosticate sales of existing and/or new products and services. Purchase intentions data can help managers in their marketing decisions related to product demand (new and existing products), market segmentation and promotional strategies. Luxury brand products and the motivation to buy luxury brands are becoming increasingly relevant to consumers in Asia. Luxury-purchase motivation predominantly based on Western thoughts and markets. Cultural values have been shown to influence consumer behavior in many studies. Establishing whether relationships exist between cultural values and motivation for consuming luxury products would be advantageous for the marketers of luxury products. The present study focuses on factors affecting the purchase intention of luxury products. Primary Tools for Data Collection was Likert's 5-scale questionnaire. Statistical Population is composed of all customers attending selected fancy and luxurious restaurants in Tehran. Since the statistical sample is infinite (over 100000 subjects), the sample size was determined to include 385 subjects by means of Kergesi Morgan's Table (1970), and simple random sampling method was applied. In order to analyze the data, descriptive and inferential statistics and the structural equation modeling were employed with SPSS and Lisrel software programs. The research, in terms of purpose, is practical and the method of data collection is survey. Research results suggest that the variables of consumer attitude toward luxurious products, quality of the service provided by fancy and luxurious restaurants, perception of brand and social effect affect the purchase intention, while the variables of store image (restaurant) and vanity bring about no impact on the purchase intention. In addition, the variable of vanity does not exert any moderating effect on the relation between perception of luxurious brand and purchase intention and between the social effect and purchase intention.

The purpose of this study is investigating the degree of impact of psychological characteristics (motivations) and demographic characteristics (sex، age، and income) on the consumer''s attitude toward luxurious products. Statistical Population is composed of all customers attending selected fancy and luxurious restaurants in Tehran، the sample size was determined to include 385 subjects and simple random sampling method was applied. This study was conducted from clients have been referred to a luxury restaurant with a survey approach. Primary Tools for Data Collection was Likert''s 5-scale questionnaire. In order to analyze the data، descriptive and inferential statistics and the structural equation modeling were employed with SPSS and Lisrel software programs. Research results suggest that the psychological characteristics affect the consumer''s attitude toward luxurious products and quality of the service provided by fancy، luxurious restaurants. As far as the variable of demographic characteristics is concerned، only age has an effect on the consumer''s attitude toward luxurious products، and sex and income variables have no impact on the consumer''s attitude toward luxurious products; and the variable of demographic characteristics has no impact on the quality of the service offered by fancy and luxurious restaurants. The variables of consumer attitude toward luxurious products، quality of the service provided by fancy and luxurious restaurants، perception of brand and social effect affect the purchase intention، while the variables of store image (restaurant) and vanity bring about no impact on the purchase intention. In addition، the variable of vanity does not exert any moderating effect on the relation between perception of luxurious brand and purchase intention and between the social effect and purchase intention.