رفتار خرید مشتری

This research aims to explore the impact of touch concepts and tactile descriptive adjectives on customers' purchase intentions in both physical and online shopping environments. While some products can be accurately perceived through digital media, others may require a tactile experience. In today's market, products are available through virtual and physical stores, where the sense of touch or tactile alternatives plays a crucial role. The study utilized a correlational method and focused on customers of online and physical stores in Tehran. A total of 332 participants were randomly selected from both populations, and data was collected through questionnaires and analyzed using structural equation modeling. The findings indicate that six key factors related to touch concepts, such as product understanding, physical touch, virtual touch, touch experiences, customer's need for touch, and tactile perceptions, positively and significantly influence customers' purchase intentions. A comparison of the coefficients between the two groups revealed that product understanding and touch experiences were similar, while physical touch and customer's need for touch were more pronounced in physical store customers, and virtual touch and tactile perceptions were more prominent in online customers. This study sheds light on the importance of product touch in both online and physical retail settings for enhancing customer satisfaction.

In recent years, with the development of machine learning and big data technology, user data has become an important element in the production processes of companies. By applying data mining approaches to customer data, organizations understand customers' behavioral patterns, their needs, and the hidden relationships in the data, and based on these patterns, they can better use their resources to meet customer needs. Clustering is one of the data mining techniques used to group customers according to their different characteristics. The main goal of this research is to cluster customers based on LRFMSP indicators and finally classify them and predict their buying behavior using decision tree (DTC), multilayer perceptron (MLP) and support vector machine (SVM) classification techniques. The study was conducted on 387,496 transactions from customers of a retail store in Western Europe between February 2018 and February 2019. Each transaction attributed to a customer is part of an individual's behavior that is modeled on a set of transactions to shape the customer's purchasing behavior. Performing K-means++ clustering and determining the optimal K led to identifying three clusters for customers. Also, testing and checking the classifiers showed that the MLP classifier with one hidden layer and six neurons in this layer would be the most accurate and the DTC classifier is the fastest among the classifiers reviewed. Examining the behavior of cluster customers showed that customers can be divided into three categories: loyal, potential, and lost.

Attracting the customer is not possible when the goal is to sell a product to the final buyer. Instead, sellers try to attract customers by creating various stores, advertising, designing and building various showcases to offer the product. Therefore, this study aimed to investigate the effect of augmented reality on customer buying behavior with respect to the mediating role of perceived pleasure and customer satisfaction in the tourism industry. This research is of applied type, and the research method in this research is descriptive-survey type. The statistical population of the study includes the customers of Elie Gesht Company and the sample size (384 people) has been calculated using the Cochran's formula. The required information was collected using standard questionnaires. In this study, in order to determine the reliability of the questionnaire, Cronbach's alpha test was used and the data were analyzed using Smart PLS software. The method of data analysis is also partial least squares. The results show that augmented reality has a positive and significant effect on perceived pleasure and customer satisfaction in the tourism industry. Perceived pleasure also has a positive and significant effect on customer behavior. But customer satisfaction does not have a positive and significant effect on customer behavior and perceived satisfaction on customer satisfaction.

In recent years، virtual communities have been significantly popular and almost all of them are targeted for business profitability. In our study، the profitability of these communities for businesses has been analyzed from a commercial perspective. The study considers virtual community as a business model which can have a great impact on consumer purchase decision process. With respect to reference groups and word-of-mouth recommendations in virtual communities، contributing factors have been detected and a model of impacts and relationships between these factors has been presented. Hypotheses of the mentioned model are evaluated by making use of a questionnaire completed by 110 members of virtual communities. Using AMOS program and path analysis method، statistical analysis of received responses showed that factors such as virtual community''s information quality، trust between people، sense of belonging، virtual community members’ perceived benefit and members’ permeability are effective to different degrees، and there is no significant relationship between social identity of members and their permeability.

The main purpose of this research is to evaluate the effect of commercial brands on customers’ loyalty and behavior to hygienic products. Here a commercial brand is under assessment about its credibility among consumers in relation to customers’ loyalty and behaviour. In this research the model presented by Sweeny and Swait consumers and its relationship with customers’ loyalty and behaviour. In this research the model presented by Sweeny and Swait containing seven aspects has been considered: brand credibility, continuance commitment, loyalty commitment, customer behaviour, customer satisfaction and desire to change the brand and purchase recommendation. This research is descriptive and accompanied by a questionnaire. The validity of this questionnaire has been approved by statistical advisors and its reliability is about 95.4%. Obtained results from analysis of collected data show that credibility and customers’ acceptance is not satisfactory and most individuals with lower income of 500$ a month usually buys this brand due to its reasonable price.