انگیزه خرید

Today, Internet shopping has provided perfect opportunities for online business owners. Identifying and improving the various channels that customers use for purchases at online stores will lead to competitive benefits for these businesses. Therefore, recognizing motivations and different channels used for product searching is crucial and this research addresses these issues. This qualitative phenomenological research was conducted based on customers’ lived experiences. A protocol was developed for collecting data from 23 participants selected through purposive sampling with maximum variation strategy. The obtained data and the interview content were statistically analyzed in MAXQDA. Based on the study results, 4 categories were extracted for features of utilitarian purchase (i.e. wise purchase, tangible consumption results, substitute, and purposive processing) and 4 categories were extracted for features of hedonic purchase (i.e. recreational application, intangible consumption results, no substitute, and simple information processing). The results also indicated that the search resources were social media and product presentation by target retailers for hedonic purchase and search engines, online shops, third-party views, and product presentation by competing retailers for utilitarian purchase.

The main purpose of the current research is to investigate the role of excitement on women's shopping experience by examining the motivation of shopping with a companion. This research was done with a qualitative approach and phenomenological method. The research sample was made up of 18 visitors to Arg, Palladium, and Cyrus shopping malls, who were selected by the purposeful snowball sampling method. The data was collected using in-depth interviews and using the interview guide. All interviews were recorded and implemented. In the analysis stage, main and secondary themes were extracted through the process of continuous data comparison and open, central, and selective coding. Data analysis was done using "Max QDA" software. In order to check the validity of the method of obtaining information from homogeneous people, and to check the reliability of the coders' agreement, which is shown by the Kappa coefficient, it was used. From the interviews conducted on the role of the purchase companion, seven basic themes: social interaction, pleasant experiences, advantages of reference groups, risk reduction, informational advantages, creating conflict, and confrontation; And from the interviews conducted in the field of purchase motivation, two basic themes: pleasure-seeking purchase motivation and faith-based purchase motivation; And from the interviews conducted in the field of perceived excitement, two basic themes: positively perceived excitement and negatively perceived excitement, and finally, from the interviews conducted in the field of satisfaction with the shopping experience, four basic themes: pleasurable experience, flow experience, experience Social and learning experience has been extracted.

For success in retail marketing, it is important and necessary to study in the field of purchase with companion and purchase motivation as drivers of perceived excitement and perceived experience. Because knowing the demographics and personality traits of customers provides useful information to understand customer needs and buying habits, so that appropriate policies can be provided to better meet customer needs and desires. Therefore, the main goal of the current research is to investigate the role of excitement on women's shopping experience by examining the motivation to buy with a partner. This research is applied in terms of purpose, descriptive-survey in terms of data collection, correlational in terms of execution and with causal approach. The statistical population of this research is made up of female customers of Koroosh, Arg and Palladium shopping centers, out of 460 distributed questionnaires, 430 healthy questionnaires were collected from the customers. In this research, non-random (non-probability) quota sampling method was used to reach the members of the society. Questionnaire was also used as a data collection tool, and after data collection, data analysis was done with the help of "S. P. S. S." And "Imus" was done. Finally, the analysis of the data showed that the purchase companion has an effect on the excitement (positive and negative) and the customer's shopping experience,

The purpose of this study was to investigate the relationship between purchasing incentives and choice of purchases at the airport in 2013, and has been studied as a case study of Ahwaz International Airport. The research method is applied and descriptive correlational. The statistical population of the study was travelers who used to travel to Ahwaz International Airport. 133 people were selected as the statistical sample. SPSS software was used to analyze the data. The important findings of the research indicated that there is a significant relationship between the incentives to buy passengers and the choice of types of purchases at the airport; there is a meaningful relationship between instant purchases and the selection of purchases at the airport. The results of the research did not find a meaningful relationship between the time pressure and the choice of purchase at the airport.