مجله مطالعات رفتار مصرف کننده
سال نهم شماره 2 (تابستان 1401)

With the growth of shared businesses and increasing trust in them, it is important to examine the drivers of its reuse. This study aimed to investigate the factors affecting satisfaction and re-use intention in an online business based on sharing economy model - the Tap30, an online taxi startup. The research method is descriptive-correlational. The statistical sample of the study consisted of 329 members of the statistical population who were collected using the convenience sampling method. The primary tool for data collection was a questionnaire. Data were analyzed using structural equation method in AMOS software. The results of the data analysis of this study indicate that cost saving, service quality, smart-phone capability, trust to service provider, and trust to app affecting satisfaction and trust in customer re-use of Tap30 services are significant. Also, two hypotheses that the effect of alignment with trends on customer satisfaction and the impact of host behavior on re-use intention were not confirmed.

The purpose of this study is to identify different segments of consumers in social networks based on demographic characteristics, level of involvement and reaction to advertising through hashtags.

This research is a mix research with a combination of experiment and survey. The statistical population of this study consists of Iranian and international users of social networks. Response data to ads were collected through users' likes and comments on social networks and data on the level of involvement in ads through hashtags with a questionnaire in both face-to-face and online methods among 545 users.

Based on the findings of this study, consumers in social networks were divided into three sections: relatively rational non-involved consumers, rationally involved consumers, and relatively emotionally involved consumers.

The first part consists of men who have the lowest level of conflict compared to the other parts and after the second part have the most logical positive and negative reactions. The second part is composed of young women who have the highest level of involvement and the most logical positive reaction, the least logical negative reaction and also the most negative emotional reaction. The third section is considered to be the youngest section and its members are also women. So far, few studies in the world have examined the reaction of consumers to advertising through social networks, but no research has examined the reaction of consumers to advertising through hashtags,

This study aims to design a theoretical model of customer experience in retail mobile applications. The purpose of the current research is to Determine the components of customer experience with an emphasis on flow theory and the effective factors and operational strategies to improve the customer experience in such applications. In order to construct the theory, the systematic grounded theory has been used. The statistical population of this study includes CEOs and business analysts who had a history of producing mobile software in Tehran. In this regard, the sampling strategy was in the form of a snowball (chain), the criterion of sample size was to achieve theoretical saturation and the main basis of data collection was in-depth interviews. A total of 24 interviews were conducted. After performing the three coding steps using MAXQDA software, the final research model consisting of 6 general categories, 14 sub-categories and 86 main concepts was obtained. The results showed that the causal condition for improving the customer experience is to address the user interface. The technical capabilities of the application and the composition of the design team as context conditions and the capabilities of mobile devices, market-related mechanisms and the recognition of the user's story as intervening conditions affect the user experience. Finally, taking advantage of the concept of flow, application testing, providing the minimum viable product and using progressive web applications are strategies that increase the intention to revisit, repurchase, and customer loyalty, and ultimately reflect on the company's sales and profitability.

Today, the retail industry plays an important role in the economic development of countries, so that this industry plays a role in the GDP of developed countries almost as much as the total production sector. Retailers are key components in the supply chain that connect producers to consumers. Studies show that the main reasons for the failure of these industries are marketing limitations in the form of lack of financial resources, lack of time and market knowledge and lack of marketing expertise. Networking is one of the solutions that has been proposed to overcome these limitations. Therefore, the present study aimed to analyze the impact of networking with consumers on the performance of the retail industry by considering the role of entrepreneurial orientation and knowledge market. The statistical population of this study included all managers of retail chain companies in Isfahan that 124 managers were selected as a statistical sample by simple random sampling. The research method was descriptive survey. A 44-item questionnaire based on the sequential scale and the five-point Likert scale was used to collect data. The results were analyzed by structural equation modeling with partial least squares approach. Data analysis showed that networking with consumers has a positive effect on marketing performance. Also, companies with entrepreneurial orientation and better use of market knowledge can use their networking capabilities for marketing purposes and competitive advantage.

The present study aims to compare and integrate the location selection criteria’s and indicators of chain stores from the perspective of customers and retail industry experts with a geomarketing approach. The analytical method applied in the experts’ section was a combination of fuzzy Delphi technique and Analytic Hierarchy Process (AHP) and in the customer section, a combination of KMO index and Bartlett test in Exploratory Factor Analysis (EFA) and Friedman classification test with SPSS software was utilized. The statistical population includes experts and customers of the retail industry in Tehran. In this study, firstly, both the need to address the issue of optimal location of retail stores as well as the necessity of locating these centers were explained. In the next section, the most significant criteria’s and indicators of retail stores location selection were identified and ranked from the perspective of experts and customers. In the next step, comparison and integration between the criteria’s and indicators of chain stores location selection from the perspective of customers and experts were performed. Finally, a comprehensive model of Integrating location selection indicators from the perspective of customers and experts using structural equation modeling with Smart PLS software was presented. At the end, it can be mentioned that macro-level research findings provides a framework for the optimal location selection of retail stores with a geomarketing approach.

Today, Nowadays, analyzing the behavior of consumers and being aware of what is going on in their minds is of great importance for proper behavioral orientation and offering products tailored to their needs and wants in marketing. Different companies market their products with different brands and try to attract positive feedback from customers and create a good place in their minds by creating intimacy and close bilateral relations. Accordingly, in the present study, an attempt has been made to study the role of intimacy and its impact on the behavior of buyers of electronic products (mobile phones, tablets and laptops). For this purpose, according to Cochran's formula, 384 customers who have purchased from electronics stores in Kermanshah have been randomly selected as a statistical sample. The present study is descriptive-causal method. Library and field studies have been used to collect data. Field data were collected using a questionnaire tool.The results of this study show that the status of all research variables is favorable. Both the disclosure and the emotional dimension of intimacy are above average. Intimacy increases the intention to buy by having a positive effect on the emotional and functional dimension of the brand and ultimately leads to buying.

Sales and sales force management are among the most complicated issues in any business that determine a company's business success. Customer perception about sale persons in terms of expertise, trust, reputation, enjoyable interaction, and perceived risk can drive long-term relationships and increase a company's long-term profitability. However, to date, while much research has been done on company-customer relationship, very few studies have been taken on customer perception about sale persons. Therefore, the aim of this study is to investigate the effect of trust, expertise and salesperson reputation on salesperson-owned loyalty through the mediating roles of enjoyable interaction and perceived risk. The statistical population of the study is 200 customers of honey product of Rahsazan Tabiat Safahan Cooperative Company. In order to collect the required data, an electronic questionnaire was designed and distributed among the statistical sample using convenience sampling method. Content and construct validity of the questionnaire were verified. The reliability of this questionnaire was confirmed using Cronbach's alpha coefficient (0.95). The results of data analysis by using the structural equation model indicate that the trust, expertise and salesperson reputation have a positive and significant relationship with enjoyable interaction and loyalty to the salesperson. Trust has a negative and significant relationship with perceived risk and perceived risk has a negative and significant relationship with salesperson-owned loyalty. The salesperson reputation and expertise are not related to perceived risk.

The growing global revenue generated by social commerce illustrates the unquestionable potential of this large market for businesses. Undoubtedly, customers’ engagement in social media is a determinant factor in the success of active businesses in this field. The purpose of the present study is to investigate the impact of perceived hedonic value and social commerce constructs on the social commerce intention directly as well as through perceived risk variable. Statistical population is social media users in Isfahan city. Data collected from 214 people were analyzed. SPSS software was used for descriptive data analysis. Data collection tool was a standard questionnaire whose validity was confirmed by expert professors and its reliability was confirmed by using Cronbach's alpha coefficient (0.87). Hypothesis analysis using structural equation modeling with partial least squares approach was performed with Smart PLS software. The results showed that perceived hedonic value and social commerce constructs had a negative impact on perceived risk. Social commerce constructs had a negative effect on perceived risk. Also, perceived risk negatively affects the social commerce intention. In addition, the mediating role of perceived risk variable in the relationship between perceived hedonic value as well as social commerce constructs with the social commerce intention was confirmed.

This study aims to investigate Iranian consumer attitudes with different ethnicity toward domestic and foreign products through the role of consumer ethnocentrism. In this regard, socio-psychological antecedents affecting on the consumer ethnocentrism and perceived economic threat moderating variable on the relationship of consumer ethnocentrism and attitudes towards domestic and foreign products are considered. To achieve this goal, 600 students from Tehran universities were considered as a sample of this study. To collect data, this study used a standard questionnaire, and the relationships among variables were analyzed by SPSS and SmartPLS software. The results indicate that ethnic affiliation, national identity, nationalism, cultural openness, and dogmatism have affected ethnocentrism consumer, and ethnocentrism consumer has affected the attitude toward domestic and foreign products and all of these influences are different among different ethnic groups in Iran. In addition, the results showed that the economic threat perceived by the people in Turk and Lur ethnicities moderates the relationship between the consumer ethnocentrism and the attitude toward domestic and foreign products.