Conceptualizing the Dropshopping of Z Generation from the Perspective of Constructivist Theory

Dropshopping refers to the process of attention lack or inconsideration towards product, and its permanent deletion provided that the customers' expectations are intimate. The aim of this study is a thorough understanding of dropshopping in Z generation and achieving a deeper and richer insight about this phenomenon. By reviewing and comparing studies from previous researches, so far no studies in the field of research have been found therefore, taking into consideration the concept of dropshopping in Z generation becomes an innovation in this study. The present study is qualitative in nature based on an interpretive paradigm, which has been performed with the contribution of constructivist theory. In order to collect data, 40 Z generation members were subjected with features including gender, marital status, education, occupational, income condition with a semi structure interview. To analyze the data of the interview, line by line, focused and theoretical coding was employed. The findings were based on 3 parts including Generation characteristics, factor of dropshopping and dropshopping removal procedures. The results reveal that dropshopping phenomenon is based on four nature including “psychological, social, economic, and marketing” among which the Six characteristics (behavioral, personality, values, beliefs, thinking about micro and macro environment) have a great impact on dropshopping. Some procedures to mitigate the problem include “dynamic need analysis, dynamic criteria recognitions, a dynamic behavior recognition, and the dynamic co- operation”.