Develop a model for consumer support of the website based on perceived richness and interactivity: with the theme analysis approach

This research intends, based on the design features of the website, to formulate a model in the framework of the stimulus-response model-organism that explains consumer support for the online store. Due to the fact that in online stores, due to the impossibility of direct access to the buyer, there is less capacity to clarify ambiguities and predict future consumer behavior, so the use of this support model by recognizing the dimensions considered by buyers, can be Online stores provide a unique competitive advantage and play an important role in increasing their sales. this study using the theme analysis qualitative approach, examines the process of influencing two important dimensions of website design, namely richness and interactivity in the direction of consumer protection. The statistical population of this study, experts, professors and senior managers of online stores They were. Purposive sampling was used to identify experts and 10 experts were interviewed. 88 The initial concepts were extracted by Initial coding, of which 30 Sub-theme and 10 main theme were obtained for research. The results showed that in order to achieve this goal of support, online stores can, by properly designing and managing the features of richness and interactivity, create the necessary conditions to create a sense of consumer informedness and stickiness through the dimensions of usefulness, perceived pleasure, amount and stimulus-based of information acquisition, so that the consequence is consumer support for the future sale of the website.