Online Consumer Behavior Dynamic Model; A Hybrid of Phenomenology & Fuzzy Cognitive Maps

The main problem in this research is to propose a definition for online consumer behavior in Iran and to model its dynamics. Research objective is online consumer behavior phenomenology and formulating the aforementioned dynamic model. As a matter of fact, a proper definition will be presented after online consumer behavior phenomenology and considering the lived experiences of consumers, behavioral factors will be extracted and modeled through fuzzy cognitive maps. This research has 3 steps. In the first step, after deep interviews, the extracted data will be homogenized through hermeneutics. Next step entails extracting the concepts of fuzzy cognitive maps. Finally, general map will be aggregated from the individual ones. Two case studies will finalize the research by giving weight to the maps. Results show relieving, confused and reproduction consumptions in online environment.