A Pattern for Consumer Behavior in Chain Stores with the Approach of Perceptional and Environmental Factors with the approach of political consumption oriented in Iran community

This study aims to provide a pattern for customer purchasing behavior in chain stores based on perceptional and environmental factors with the approach of political consumption oriented in Iran community. This study is applied in terms of the purpose; it is also based on sequential (qualitativequantitative) mixed method. The model was proposed qualitatively using grounded theory method. Data was collected through semi-structural interview with 20 experts and using purposive sampling method. The qualitative part of the research is explorative in terms of goal and is basic in terms of conclusion. The statistical population of the quantitative phase of the study consisted of 196 persons who have purchased from the following chain stores such as Refah, Paladium, Sunstar and Shahrvand located in Tehran. These persons were randomly selected as statistical sample using a researcher-made questionnaire that resulted from the operationalization of the existing concepts in the model. Data analysis was performed by confirmatory factor analysis and structural equations modeling using partial least square method using SmartPLS software. Results from qualitative part of the research indicated that 174 open codes, 79 sub-concepts were extracted. The extracted codes and sub-concepts were categorized into 18 concepts generating 6 main concepts. Results derivated from quantitative part of the research showed that main stimulus of customer behavior is patronage intention, demonstrating itself as WOM and repurchase intention. Also, attractive factors and perceived risk influence on the intensity of behavior demonstration.