A Comparative Comparison of the Developed Model of Electronic and Non-Electronic Handicraft Purchasing BehaviorCase Study: Baloch Needlework Clothing

The main purpose of the current research is to investigate and compare the developed pattern of electronic and non-electronic buying behavior of Baloch needlework clothing. This research is applied in terms of purpose and correlational in terms of descriptive method. The data collection tool is a standard questionnaire related to research variables. The statistical population of the research is the buyers of needlework products who purchased these products electronically and non-electronically. In this research, stratified random sampling method was used and among the 772 questionnaires collected, 387 questionnaires are related to non-electronic buyers and 385 questionnaires are related to electronic buyers of needlework products. In order to analyze the research data, variance-oriented structural equations were used by partial least squares method with Smart PLS-3 software. Cronbach’s alpha and composite reliability (CR) were used to measure the reliability of the questionnaire, and face and construct validity methods were used for the validity of the questionnaire. After data analysis, all hypotheses were confirmed; This means that in both types of electronic and non-electronic shopping behavior, the perceived value has a significant effect on the three variables of relationship quality, recommendation marketing and engagement. The variables of customer engagement, recommendation marketing and preoccupation have a significant effect on purchase intention, purchase intention directly has a significant effect on purchase behavior, and finally, the results were confirmed for both types of purchase behavior, which indicates the approval of the developed model. In both societies, non-electronic and electronic purchase of clothing is Baloch needlework.