رفتار مصرف کننده

Visual commerce is a tool for appearing important. Visual commerce refers to creating effective window displays. That is, window displays that attract, engage, and stimulate consumers. The purpose of this study is to assess the effects of window displays on the buying behavior of female consumers in order to provide insight that a manager can use to encourage buying behavior.

This study was conducted based on detailed interviews with female consumers in stores in Kermanshah. The study was conducted based on a stimulus-response framework. Each respondent was shown an image of a window display and rated their perception of the window display and their intentions to purchase items sold in the store.

Using factor analysis, we identified five components of social hedonic, informational, visual, and feel-good factors in storefronts. The first four factors are aggregated into a single storefront metric that is shown to influence purchase intentions. This effect is fully moderated by the feel-good factor. The visual factor and the social and hedonic factors also each have a significant effect on the feel-good factor.

This work shows that exposure to a storefront affects consumers’ purchase intentions, and this effect is primarily determined by the extent to which consumers feel good about the store.

Consumers are one of the elements that determine the success of a business, so designing a marketing strategy requires paying attention to the customer. The increase in the share of video consumption and watching, especially movies and series, in the consumption basket of Iranian households has put the VOD on the path of growth, so knowing the factors that have a significant impact on people's choices, is an important issue for the companies in this field. In the present study, which seeks to identify and rank the factors influencing the choice of movies and series on the VOD, The results of the research show that the factor of introduction to others, actor and genre, have the greatest influence on the choice of the audience. It is suggested The marketing in this industry focus more on WOM advertising and provide the fields for the development of this tool. The results show that among the types of advertising, Digital advertising and the release of some movie sequences can have a greater impact on the audience,

The present study aims to design a consumer behavior model based on user-generated content (UGC) in social networks based on mixed research and with a descriptive-exploratory approach. The statistical population to create user-generated content in social networks to explain the elements of the model includes all customers of Bank Sepah in Tehran who have been actively present in social networks. Also, the statistical population for the structural-interpretive modeling stage includes experts from the banking system and academia active in the field of content marketing. The statistical sample of experts was 15 people and was selected using a purposeful judgmental method. The data collection tool includes user-generated content by Bank Sepah customers on social networks and the bank's website to identify themes and categories related to consumer behavior and an expert-based questionnaire to level the themes and present the model. The validity of the measurement tools has been confirmed by the content method and its reliability by the consensus percentage coding method. Data analysis was performed in the qualitative part using thematic analysis method and in the quantitative part using the structural-interpretive modeling (ISM) method. The results of the thematic analysis resulted in the identification of themes and categories related to consumer behavior in the banking industry. Also, in the second part, based on the identified themes and categories and using the structural-interpretive modeling method, a consumer behavior model based on the analysis of user-generated content in social networks was designed, which was presented at six levels, including themes such as "Development of brand marketing processes", "Social development of the brand", "Customer actions on the brand", "Customer actions on other customers", "Customer feelings and negative attitudes", "Customer feelings and positive attitudes", "Customer expectations based on user-generated content", and "Requirements and conditions for producing user-generated content".

Nowadays traditional marketing approaches have lost their effectiveness and efficiency, and organizations must adapt their products and services to the needs and desires of customers to maintain their market position. In this regard, paying attention to the predictors of consumer buying behavior and their categorization is important. Therefore, the aim of this article was to categorize the predictors of consumer behavior based on buying behavior. Due to the mixed of the research the statistical sample of the qualitative part was 15 experts and the quantitative part was made up of 10 managers and activists in the beverage industry. The results of the interpretive structural modeling method indicate that the predictors of consumer buying behavior can be categorized into two levels that in the first level there are factors of biological, customer-oriented commercial, individual social unstable and internal micro and the second level, factors of external macro, financial, and brand-oriented commercial.

In the new era and the third millennium, crises have become an inseparable reality from the internal nature of organizations. Crises are actually caused by natural and unnatural events and factors, and they inflict damage on a human community or community, which can affect consumer behavior. This research is applied in terms of purpose and with emphasis on a combination strategy of successive exploratory type. Which is implemented by interpretive structural method. The statistical population included university professors and the executive organs of the province in the field and mission of crisis management as research experts, whose consumption behavior in crisis situations has been studied. Findings showed that at the highest level (first level) is the economic factors that have the least influence on other factors. After psychological factors are at the lowest level (fourth level) which acts as the foundation stone of the model, so the behavior Consumers in the statistical community mentioned in crisis situations are strongly influenced by psychological factors.

Today, the use of new technologies such as augmented reality technology is increasingly used in the field of marketing and management. And it is expected that in the not too distant future, the use of this technology in online and virtual stores will be developed at a high speed in order to help customers. Surveys show that little research has been done regarding the impact of augmented reality on consumer behavior. Therefore, the purpose of this research is to investigate the impact of augmented reality technology on consumer behavior through the investigation of the mediating variable of store attractiveness. The research method is a descriptive method and the statistical population of the research includes customers of online clothing and jewelry stores. The research method is a descriptive method and the statistical population of the research includes customers of online clothing and jewelry stores. The data was collected using a questionnaire made by the researcher from 308 members of the statistical population. The analysis method in this research is the structural equation method and the data was analyzed using Lisrel and SPSS software. Data analysis showed that augmented reality has a positive and significant effect on consumer behavior. In addition, the positive and significant impact of augmented reality on the attractiveness of stores and the positive and significant impact of the attractiveness of stores on consumer behavior were confirmed.

This is an open access article under the terms of the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.In electronic marketing, the fundamental and ultimate focus is human satisfaction, and understanding consumer behaviorcontributes to comprehending market dynamics. Therefore, identifying and evaluating the factors influencing consumer behavior becomes a significant subject of study. Accordingly, this research aims to structure the factors affecting consumer behavior in electronic marketing. The study follows the seven-stage process of Soft Systems Methodology (SSM) and, in addition to literature review and in-depth semi-structured interviews, employs Checkland’s CATWOE checklist analysis, Interpretive Structural Modeling (ISM), and MICMAC analysis as complementary validation tools. The research sample consists of 25 academic elites and experts actively engaged in electronic market enterprises, selected through purposive sampling. The findings reveal that the factors influencing consumer behavior in an electronic market are categorized into five levels. The first level includes perceptual-cognitive characteristics post-purchase, the number of followers of the market on external social networks, and the creation of a digital wallet and its application for future purchases. The second level consists of total costs, producers, and suppliers based on performance evaluations. The third level encompasses legitimacy, responsiveness, and accountability of the electronic market, reducing the time required for recording customized behaviors and addressing consumer needs, as well as feedback mechanisms. The fourth level involves brand popularity, visibility of order placement points, and the ability to compare similar and homogeneous products. The fifth level, which is the most influential, includes personal preferences and tastes, along with the satisfaction of hierarchical needs and desires. It can be concluded that five key levels influence consumer behavior in electronic marketing, and considering these levels can contribute to the growth and prosperity of such markets.

The aim of this study is to develop a model of consumer behavior in purchasing luxury brands, considering the role of brand equity and brand identity.
 
The statistical population of this study in this qualitative study includes managers, professors, and experts who have made significant academic or practical contributions in the fields of consumer behavior and marketing. In this phase, 19 experts participated in interviews, forming the sample for this section. The data collection tools in the qualitative phase were semi-structured interviews and interview protocols. In the quantitative phase, the statistical population included customers who had the experience of purchasing luxury brands in shopping malls and centers, with data collected using a questionnaire.
 
The study categorized the qualitative findings and coding into six components: causal conditions (reducing marketing costs, commercial leveraging, attracting new customers, creating appealing advertisements), contextual conditions (brand personality, brand name, brand interest, uniqueness), central phenomenon (brand influence, recall and recognition, efficiency, social image, value, trust), strategy (brand meaning, brand evaluation, brand attitude, brand knowledge, brand recognition), intervening conditions (functional usability of the product, symbolic usability of the product, functional usability of the brand), and outcomes (brand image, brand awareness, company awareness, advertising awareness, loyalty, and quality). The qualitative phase also evaluated the proposed paradigm model.
 
The proposed model emphasizes causal, contextual, strategic, and intervening factors, providing key insights into consumer behavior and enhancing marketing strategies for luxury brands.

The aim of this research is to design a pattern of drawing attention to commercial advertisements on websites, which was done in a mixed method and of the exploratory type in two consecutive qualitative-quantitative stages. In the first stage, the researcher collects the necessary information by examining studies related to the research topic and also in-depth interviews with experts in the field of marketing, and by using the method of grounded theory analysis with Glaser's approach, coding, categorizing and presenting a concept model. In the quantitative stage, the study was conducted using the structural equation modeling method. For this purpose, the data collected from a researcher-made questionnaire based on the proposed model was evaluated using Smart PLS software. After reviewing the previous studies, using exploratory and semi-structured interview tools, qualitative questions were asked from the statistical population of 14 experts and theoretical saturation was achieved. The results of grounded theory showed that the pattern of factors attracting attention to internet advertising includes 19 open codes, 5 central codes and 1 selective code. In the quantitative part, a questionnaire consisting of 19 items was provided to 217 marketing-advertising experts. Based on the results of the structural equation modeling, the value of the significance coefficient t is related to the relationship between the main variables with attracting attention to the forms of advertisements on websites at the 95% confidence level and indicates the significance of their effect on attracting attention to advertisements on websites. Therefore, all variables are identified as main variables.

Digital marketing through social media and mobile platforms has transformed the daily lives of millions of people, and the expansion of common communication methods on social media has often led to the formation of customer relationships. The aim of this study is to identify and examine the dimensions and components of consumer arousal in digital marketing using a mixed method (quantitative-qualitative). In the qualitative phase, grounded theory methodology was used, and the necessary data were obtained through in-depth and semi-structured interviews with 9 academic and industrial marketing experts, as well as secondary data. The results of the data analysis, following the three stages of open, axial, and selective coding, were analyzed using Maxqda software, ultimately presenting 98 codes, 20 concepts, and 9 components within a paradigmatic model. In the quantitative section, the research method was descriptive-survey, and the data collection tool was a questionnaire. The statistical population of this section consisted of active users in virtual spaces (Instagram and online sales websites), with a sample size of 384 individuals selected according to Cochran’s formula for an unlimited population. The research results indicate that hedonic and functional benefits were identified as causal and influential conditions in creating the core phenomenon of arousal. Through promotion strategies, they lead to outcomes such as purchase intention, purchase action, loyalty, and word-of-mouth advertising. Additionally, the shift toward the virtual world and internet infrastructure was identified as contextual conditions, and demographic factors were recognized as intervening variables. The results demonstrate that the derived model has a good fit.

In today’s digital age, the rapid increase in the use of electrical and electronic devices has led to massive production of Waste Electrical and Electronic Equipment (WEEE). This trend poses serious challenges for solid waste management, making proper disposal of such waste a critical issue. According to global reports, the volume of WEEE is steadily increasing, emphasizing the need for effective waste management practices. Studies have shown that the rise in WEEE not only harms the environment but also has negative impacts on public health and natural resources. Consumers, as primary generators of this waste, play a pivotal role in its management. Therefore, understanding consumers' perspectives and behaviors regarding the disposal of WEEE is crucial for developing effective waste management strategies. This study aims to identify appropriate options for managing electrical and electronic equipment at their end-of-life stage. It seeks to analyze and identify best practices for managing such waste.

This research adopts a mixed-methods approach, combining quantitative and qualitative methods. In the quantitative phase, data collected from Twitter (approximately 2,905,579 tweets) between May 2019 and April 2022 were analyzed. These data included consumers’ opinions and perspectives on WEEE management. Furthermore, the study employed the Fuzzy Analytical Hierarchy Process (FAHP) to evaluate different end-of-life options. This technique enables a more precise analysis of factors influencing consumer choices and identifies the best options. Based on the findings, various factors—such as accessibility to recycling centers, awareness of disposal methods, distrust in governments, financial incentives, charitable contributions, and concerns about data security—directly influence consumers’ decisions.These factors significantly shape consumer behavior regarding WEEE and, consequently, their end-of-life choices. Additionally, the analyses reveal that awareness of proper disposal methods and the availability of suitable recycling infrastructure can significantly impact consumer decision-making.

The study identifies four end-of-life options for WEEE: reuse, repair, recycling, and disposal. Using the FAHP technique, the relationships between these factors were examined, and the most suitable end-of-life option was identified based on factors influencing consumer participation in waste management. The results serve as a valuable tool for managing WEEE and contribute to the development of effective end-of-life strategies. These strategies will foster a more sustainable approach to WEEE management.

Finally, the research recommends that policymakers and relevant stakeholders design comprehensive educational and awareness programs to enhance consumer knowledge about WEEE management methods. Such initiatives can help promote a culture of sustainable waste management and encourage consumers to adopt more environmentally friendly options. These efforts will play a key role in reducing the negative impacts of WEEE on the environment and public health.

Today, consumer behavior analysis is one of the most important issues in marketing. Therefore, the correct understanding of consumer behavior is considered as the success factor of companies. researches have shown that people do not always behave in a functional way in their interactions with companies, and various factors make them perceive different tensions, which can cause changes in consumer behavior and create problems for companies. Therefore, the aim of the current research is to identify the types of Consumers' Tension-Indusing Behaviors. In this research, the meta-synthesis qualitative method based on the seven stages of Sandelowski and Barroso was used. The population studied included 117 sources in valid databases, among which, based on the critical assessment skills program and the screening process, 33 sources were selected as the final sources for further review and analysis, and finally, 68 codes were identified and They were classified in 10 concepts and 2 categories. The findings show that the category of consumer's internal tension-indusing behaviors includes concepts; Consumer interpersonal tensions with employees, consumer interpersonal tensions with other consumers, company-related consumer tensions, brand-related consumer tensions, and product-related consumer tensions. the category of external consumer tension-indusing behaviors includes concepts; voice of the consumer, consumer's passive confrontation, consumer's retaliation, consumer's misbehavior and destructive consumer's behavior. The results of this research help different companies to know the types of tension-indusing and negative behaviors of consumers and it is necessary to manage such behaviors correctly in order to succeed in the field of competition and implement marketing strategies.

Sustainable marketing is the main concern of car industry managers to change consumer behavior in order to achieve the country's sustainable development goals. The main problem of the current research is how to influence the behavior of consumers in the Iranian automobile industry through sustainable marketing. For this purpose, an interpretive method with an inductive approach was used. Also, in terms of the purpose, it is an applied-developmental research, and from the point of view of data collection, it is a non-experimental (descriptive) research. To achieve the goal of the research, a qualitative research design was used. The community of participants includes marketing professors and managers of the country's automotive industry. Sampling was done in a targeted way and theoretical saturation was achieved with 17 people. Semi-structured interview and ISM questionnaire were used to collect data. The coding results of the qualitative part were validated with the Holstein method and Cohen's kappa estimation. The validity of the questionnaire was confirmed by the formal method and the reliability of the questionnaire was also confirmed by estimating the internal correlation coefficient. Analysis and coding of the text of the interviews was done using the qualitative theme analysis method (theme) in MaxQDA 20 software. In the second part, structural-interpretive modeling method and MicMac 6 software were used to determine the relationships of structures and model design. The findings of the research showed that environmental factors, organizational factors, and customer factors affect sustainable infrastructure. Sustainable infrastructure leads to sustainable consumption behavior by influencing sustainable consumption strategy and social responsibility. Sustainable consumption behavior also leads to sustainable marketing by influencing environmental sustainability, economic sustainability and social sustainability.

Nowadays, online businesses have experienced exponential growth, impacting all industries, including the tourism sector. Despite the numerous websites offering online tourism services, statistics indicate that there are still customers who, for various reasons, resist online purchases and prefer to buy in person from travel agencies. Customer resistance is a practical topic in the field of consumer behavior, which is examined in this study concerning online purchases of tourism products. The aim of this research is to develop a model that includes the antecedents and consequences of customer resistance to online purchases of tourism products through a systematic review approach, utilizing both meta-analysis and meta-synthesis methods. The research sample comprised 42 previous studies on customer resistance in the tourism industry from the related databases, including 12 quantitative and 10 qualitative articles. The quantitative studies were analyzed using the meta-analysis method through the CMA2 software by calculating the effect size. The qualitative studies were analyzed using the meta-synthesis method through a three-stage coding analysis, including open, axial, and selective coding. Ultimately, from the combination of both methods, the antecedents and consequences of customer resistance were extracted from the previous literature. According to the results, factors such as functional barriers, psychological barriers, customer characteristics, and website features are the antecedents of the customer resistance model. Additionally, purchase intention and social influence are considered consequences of customer resistance, and managing these factors can help in handling resistant customers and reducing their resistance to online purchase.

The aim of the current research is to design and validate the consumer behavior model based on user generated content (UGC) in the banking industry. According to its purpose, the research method is practical and in terms of implementation method, it is mixed (qualitative-quantitative) and in terms of the implementation strategy of descriptive-exploratory research. The statistical population in the qualitative part includes 15 people from the experts of the banking and academic system active in the field of content marketing and by the method of judgmental purposeful sampling and the statistical population in the quantitative part includes 384 people from all the customers of Sepe Shahr Bank in Tehran, who were selected using Cochran's formula as a sample. and were selected by available sampling method. Data collection tools included user-generated content in social networks and expert-based questionnaires for modeling and questionnaires with a five-point Likert scale for validation. MICMAC software was used in the analysis of qualitative part data using thematic analysis and SPSS and PLS software were used in the quantitative part. The combination of thematic analysis and structural-interpretive modeling resulted in the presentation of consumer behavior patterns based on user content. The main themes of the model include user-generated content, customer sentiments and attitudes, customer expectations, customer actions towards user-generated content, and brand development based on user-generated content. The results of theme analysis and structural-interpretive modeling have led to the validation of the model and the verification of all hypotheses (except for the moderating effect of customer expectations based on user-generated content).

Given the importance of the insurance industry in the economies of developing countries,the multiplicity and diversity of insurance services and customer confusion,this study seeks to provide a model of customer confusion management that can provide and maintain the interests of customers and insurance companies and effective solution for trustees. It is to manage the confusion of customers in the life insurance industry of the country. Pattern design was performed using a qualitative approach and the data theorizing method of the foundation and purposeful sampling and snowball sampling were used to select research samples.After conducting a semi- structured interview with 21 organizational experts in the insurance and marketing industry, considering the adequacy of data and theoretical saturation during the open,axial and selective coding steps.a paradigm model of customer confusion management was designed.The results of data coding led to the identification of 17 main articles that were classified into 6 categories.In this model, customer confusion management isextracted as a central phenomenon and also causes and factors that cause this issue.Because customer orientation,marketing strategies and providing a complete package of high quality services regarding customer confusion management were presented and the cosequences were also expressed. Therefore the results of this study can be identified,planned and provide solutions to resolve confusion and encourage customersto consciously welcome the focus of researchers,companies.goverment and policy makers.

Due to the great changes that have occurred in the market of durable consumer goods (such as household appliances), the decision-making behavior, purchase and consumption of products by consumers have also undergone changes with changes in marketing strategies, social, cultural and environmental factors. will be accompanied. Meanwhile, consumption values ​​play a very important role in consumer behavior. Considering this importance, the current research seeks to examine "the structural model of consumer behavior of durable consumer goods (household appliances)". The approach of this research is quantitative, which was carried out with a descriptive-survey method. The data collection method is a field that was distributed with the help of a questionnaire among 384 citizens of Tehran based on cluster sampling and then analyzed through the structural equation method and with the help of PLS ​​software. The results showed that purchase values ​​have an effect on consumer behavior and the effect of consumer behavior, foundational values ​​and consumer market conditions on improvement strategies is also confirmed. Finally, it was found that improvement strategies have an effect on consumer liberation and consumer loyalty.

EXTENDED ABSTRACT
 

Therapy means the treatment of mental or physical illness without drugs or surgery and is a cognitive stimulation to change behavior. This concept when used in the field of shopping is reminiscent of the concept of Retail therapy. Retail therapy happens when consumers buy to improve their negative feelings and not just to get the product, they need its benefits include positive distraction, the motivation to escape from realit, increased self-confidence, a sense of control, and better social communication. the purpose of which is to design a conceptual model for Retail Therapy, which will greatly help to increase the understanding of this concept. This research, has been tried to fully investigate this concept and the causal, intervening, and contextual components that are effective on this behavior, as well as the positive and negative consequences that this behavior will have for the individual and the society. Be identified and finally, the possible strategies that help to weaken or strengthen these consequences are also identified so that finally a comprehensive model is based on the Grounded theory.
 

This research is a type of qualitative research, which is part of basic research in terms of its purpose and exploratory research in terms of data collection. In order to analyze the data, the Grounded theory method based on a systematic approach has been used. The data-based approach is a type of qualitative research method that uses the inductive approach of a series of systematic procedures to create a theory about the phenomenon under study. The reason for using this method is that in this method the theories are formed based on the concepts obtained from the data and provide a better explanation because they are more suitable to the situation and on the other hand, this method is an efficient method in the field of the model making and theorizing. In this research, the main data was collected through interviews with people who have experience in this type of shopping behavior. In qualitative methods, determining the sample size does not follow a specific formula and the researcher will continue the data collection process until reaching theoretical saturation, which this research is not an exception to this rule and the data collection process will continue until theorecal saturation is reached.
 
Discussion and

In the present study, the researcher reached theoretical saturation after 15 interviews. Understanding how and why people buy has led to a growing interest in studying consumer decision-making styles. The variety of consumer behavior is due to the variety of factors affecting the behavior and motivation of a person to buy. Among the types of shopping, we can mention Retail Therapy, which has attracted the interest and attention of researchers for more than 50 years. Currently, 50% of people do Retail Therapy and 50% buy a certain class of goods in this way. Retail Therapy is rooted in consumer behavior and is considered one of the valuable concepts of the market environment; Because marketing managers can increase their sales and profitability by identifying the drivers that influence the Retail Therapy. Internal factors (such as emotional states) and external factors (such as brand-related factors) have a great impact on Retail Therapy. In the current research, the design of Retail Therapy model including 9 main categories and 56 sub-categories was obtained. The main categories include: increasing savings and economic improvement, personal disappointment and disappointment, controlled behavior, cultural-social norms, interior design and store environment, family education context, lack of money risk, Retail Therapy and thoughts, emotions and feelings of people's personality.
 
 
 

The results show that according to the current conditions, Retail Therapy is rooted in consumer behavior and is considered one of the valuable concepts of the market environment; Because marketing managers can increase their sales and profitability by identifying the drivers that influence the purchase of therapy. The purchase process includes various steps such as search, selection, acquisition, and consumption. Research shows that sad feelings can be alleviated simply by liking a product without buying that product, which highlights the fact that Retail Therapy is not necessarily the result of buying or consuming, so the main concept of Retail Therapy is that Consumers, even by searching for products, can relieve their stress and expect numerous psychological improvements through Retail Therapy. But despite the high prevalence of this behavior, there is no correct understanding of it, and there is no source of information that could correctly clarify this issue.

E-health has made medical services available to the public, including online medical consultations, knowledge, and skills of health care, etc., in many cases to prevent or take timely action to prevent the disease from becoming acute. People in the community can use quality treatment services without time and space restrictions while saving costs and reducing waiting time. Understanding the behavior of users of online medical service platforms and consultations is one of the challenges for further penetration of these services among citizens.

Using a qualitative research strategy, three categories of sources were analyzed. 1. The results of research in the field of consumer behavior of online medical and health services 2. In-depth interviews with potential or actual customers of online medical and health services platforms and 3. In-depth interviews with physicians serving in online medical services platforms by analysis method The final theme, model, and components were extracted.

The results of this study, which was conducted with a cognitive approach, indicate that people are affected by different components in three stages before the decision, during the decision, and after the decision.

Potential customers make decisions at two levels: the first level compares online services and face-to-face medical services, and if online services are preferred, the second level of decision-making is the choice of service provider platform. The way people are familiar with such services and the amount of need they feel for this type of service are influential in the choice.

Service failure is an integral part of service delivery and will undoubtedly occur many times for any business. Service failure in B2B markets causes irreparable damage to businesses, and in order to prevent this damage, it is necessary to identify service failure and find suitable services for every business. Therefore, the main goal of this research is a framework for the failure and recovery of services in the B2B market according to the literature in this field. The method of this research is qualitative and using a systematic review approach. In this research, 370 articles were reviewed and finally, after several stages of screening, 35 articles were selected and evaluated for the final analysis. The findings of this research include seven main categories including the field of B2B service failure, types of B2B service failure, consequences of B2B service failure, B2B service recovery mechanisms, customer evaluation of service recovery, B2B service recovery consequences, and finally the conditions and variables that intervene in the failure process. and recovery of B2B services was identified. Also, 24 sub-categories and 66 sub-categories were identified. Finally, suggestions for future researches were presented.