Consumer shopping behavior model in social networks for the clothing industry

Today, we see the great impact of social networks on the purchase of many products in various industries. One of the industries that has been affected by social networks in recent years is the clothing industry. Therefore, this study seeks to identify the factors affecting the purchase of clothing in social networks and to develop a model of consumer shopping behavior in social networks for the clothing industry. In this research, a combined method has been used. In the qualitative section, through interviews with clothing sellers active in social networks, texts were prepared and coded, 46 concepts were identified, which were classified into four main categories and 16 sub-categories and presented in the form of a prototype. In the quantitative part, based on the initial model, a questionnaire was developed and distributed to 385 clothing buyers in networks, and the final model of consumer purchasing behavior for purchasing clothing through social networks was presented. The results showed that individual factors, company-related factors and social and cultural factors directly and also with the mediating role of trust, had a significant effect on the consumer's decision to buy clothing, followed by a significant effect on loyalty, repurchase and Advise others to buy through social media.