Editorial note
text
article
2000
per
It is clear that what is important for companies and business institutions is to provide products that suit the tastes of customers. In other words, paying attention to the tastes and preferences of customers, leads to the creation of a desirable experience in people and the continuation of their purchase. The effort of companies to create a unique experience for customers can be considered very important for them, because it leads to customer satisfaction, loyalty and redemption. Therefore, in order to create a good experience for customers, it is necessary to pay attention to the psychological characteristics of customers.In this regard, companies generally use social media to promote their brand and communicate with their target customers. This is done in order to understand the experiences of customers and their feedback. Therefore, due to the speed of information dissemination through social media, companies need to have accurate information about their customers to prevent any negative advertising from them. However, since it is not possible to deal with customers face-to-face on social media, it is necessary to make a good effort to create a good experience for customers, and for this, accuracy, speed, accuracy and honesty in providing products are essential.Accordingly, in Issue 6 (2) of the Consumer Behavior Studies Journal, a qualitative and quantitative study of the factors affecting behavior, experiences, interests and consumerism has been studied and an attempt has been made to publish the valuable results of studies conducted by researchers in this journal. Editor in Chief Prof Ali Sanayei
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2000
1
1
https://cbs.uok.ac.ir/article_61440_d41d8cd98f00b204e9800998ecf8427e.pdf
The Relationship between Social Psychological Characteristics with Intention to Purchase Luxurious Goods through keeping up with the Joneses in Newlywed of Sanandaj City
Hossein
Rahmanseresht
Professor of Organization Theories and Strategic Management, Faculty of Management,
Allame Tabataba'ee University, Tehran, Iran
author
Roya
shakeri
department of management, faculty of humanities, islamic azad university of sanandaj
author
Soran
Mowlaie
Ph.D. Candidate in Marketing Management, Faculty of Humanities, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran,
author
text
article
2020
per
AbstractToday, we are under the immense siege of luxury goods, the consumption of manifestations and the abundance of services, objects and commodities. Sociological literature increasingly emphasizes the importance of how to use luxury goods in shaping social relationships. The purpose of this study was to determine the relationship between social psychological characteristics and their intention to purchase through keeping up with the Joneses. The research method was correlation. For data collection, valid questionnaires were used. The statistical population of this research includes 205 numbers of newlywed who has been married for one year or less, selected by simple random sampling from Sanandaj city, Kurdistan. Iran. Structural equation modeling and PLS software were used to investigate the relationship between variables. Regression and Sobel tests were used to test the mediation. The results of the study showed that there is a significant relationship between the variables in question; however, the role of keeping up with the joneses was not confirmed in the relationship between social psychological characteristics and purchase intention. In the end, it can be said that individual and cultural characteristics affect the women’s values and their motivations and beliefs about goods, including the purchase of luxury goods.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
1
23
https://cbs.uok.ac.ir/article_61205_01f23855d81d9e4e251b6f6ebe70d7ab.pdf
dx.doi.org/10.34785/J018.2019.425
Determine the Importance of Website Quality Criteria from the Point of view of Users EQUAL Techniques and Fuzzy Network Analysis Process
Mohammad Javad
Ershadi
Research Institute of Information Technology / Iran Institute of Science and Technology (IRANDOC)
author
Zahra
Moghadam
Department of System and Productivity Management - Faculty of Engineering - Islamic Azad University - Tehran Branch
author
text
article
2020
per
AbstractToday, the quality of the electronic services provided through the corporate website is an area where organizations can gain competitive advantage. Quality of service, customer satisfaction, and value are three elements that organizational managers should take seriously when providing customer service. In this regard, in the present study, using E-Qual model, as one of the most up-to-date website quality assessment models, we will identify the factors affecting website quality. The main indicators of this model will be weighted using the fuzzy network analysis process based on users' perspective. In this study, firstly a review of the current models in service quality assessment is done and among them a qualitative method has been selected for determining effective indicators on website service quality. Finally, after identifying the importance of the key indicators of web quality assessment, improvement strategies are presented in a case study. One of the most important research service websites, called the Ganj Database, has been selected as the case study. Based on the results, the criteria of usability, service interaction and information quality have the highest importance in the quality of the website studied, respectively. In terms of usability, due to its high weight from the users' point of view, there is a variety of filtering results and the ability to filter all information items in the treasure system as a practical suggestion. Since ease of use is the highest weight in terms of usability, it is recommended that filtering options be fully integrated to increase the ease of use of this website in order to reduce the time to reach the final response. Creating a visual appeal in website design and better contrast in site coloring is one of the most important executive solutions in the field of service interaction.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
24
45
https://cbs.uok.ac.ir/article_61271_e779b2547d4da0ef5b0425bf501f7b00.pdf
dx.doi.org/10.34785/J018.2019.748
Designing a Customer Experience Management Framework in a Social Business: A Mixed Approach
Mona
Jami Pour
Assistant Professor of Information Technology Management, Hazrat-e Ma’soumeh University (HMU), Qom, Iran
author
Mohammad
Talari
Assistant Professor of Information Technology Management, Hazrat-e Ma’soumeh University (HMU), Qom, Iran
author
Mahnaz
Bahadori
MA of Marketing, Faculty of Management, Hazrate Masoumeh University, Qom, Iran
author
text
article
2020
per
Today, customer experience management (CEM) is the dominant competitive strategy in the field of businesses based Internet and social media platforms. Social commerce, as one of the new forms of e-commerce, will be the dominant form of future business, and the focus on customer experience has been emphasized in this area. In spite of the importance of customer experience in social commerce, there is little research in this area and there is no clear understanding of how to manage the experiences of social customers. For this purpose, the main objective of the current study is to design a framework for CEM in social commerce. The research approach in this research is a mixed approach. The research method is qualitative, focal group strategy and in the quantitative, descriptive-survey method. In the first step of research, in order to extract the proposed components of the framework, in addition to reviewing the literature, the focus group method, consisting of seven experts, has been used. In the second step, a survey method and a questionnaire were used to review the experts’ opinions and weight of the framework components. At this stage, 37 experts participated in the research, and the data were analyzed using the mark and mean test. The research results indicate that the customer experience management framework includes the dimensions of individuals, performance evaluation, content quality of experience, technology and tools, process, strategy, and governance. The research helps managers to create adaptability in customer interactions during social trade exchanges.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
46
67
https://cbs.uok.ac.ir/article_61237_77e1aefc1b22c2c8eb0164f095105ace.pdf
dx.doi.org/10.34785/J018.2019.193
Causal Pattern of e-commerce Benefits for Buyer / Consumer
Mansour
Sadeghi mal amiri
Management Department, Faculty of Management, Imam Hossein University, Tehran, Iran
author
text
article
2020
per
AbstractGiven the increasing role of e-commerce in developing countries, this study aimed to respond to what the benefits of electronic commerce for the buyer / consumer e-commerce arena is one of the main beneficiaries was done. Heuristic approach, based on the scientific field of e-commerce, research uncertain situation that is uncertain benefits of e-commerce for the buyer / consumer, was examined it became clear that interest in the "intermediate variables" and "dependent variable" action they do. This means that e-commerce and strengthen the role of independent variables directly led to the formation of the first intermediate variables (clock access to products, access to product information, the possibility of comparing product types, electronic payment means, interact directly with producers / supplier, reducing travel and inventory reduction), second mediator (buy faster, easier, cheaper and easier) and the dependent variable (satisfaction) and indirectly in the formation and promotion of second intermediate variables and effective satisfaction.According to results of exploration of literature, questionnaire following variables prepared by members of the staff of a service organization has been completed and collected, examined a total of 46 questionnaires were useful. The data after the implementation of construct validity and reliability, according to research statements as a template and using LISREL software, was tested and the results showed that e-commerce is not only directly cause the formation and strengthening of intermediary variables first, second mediator and satisfaction, but also indirectly led to the formation and strengthening of the second intermediate variables and the satisfaction . Therefore, it is necessary for buyers / consumers to use the model presented in this research as a tool for measuring, analyzing, and managing e-commerce in order to exploit the benefits of e-commerce, especially satisfaction.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
68
89
https://cbs.uok.ac.ir/article_61206_7070689c8b08b6ffc62efc120c8c5fa0.pdf
dx.doi.org/10.34785/J018.2019.418
Inconsistency between Attitude and Purchase Behavior toward Domestic Products (Case Study: Automobile Market)
Mahmood
Hassanzadeh
Ph.D. Student in International Marketing Management, University of Tarbiat Modares, Tehran, Iran
author
Hamid
Khodadad Hosseini
Prof., Faculty of management and economics University of Tarbiat Modares, Tehran, Iran
author
Parviz
Ahmadi
Associate Prof., Faculty of management and economics University of Tarbiat Modares, Tehran, Iran
author
text
article
2020
per
In a year named as “Supporting Iranian Goods”, surveying the Iranian consumers’ behavior regarding domestic products has become more necessary. In this vein, this study has focused on the antecedents of attitude towards domestic automobiles and the consistency between the attitude and the purchase behavior for domestic automobiles. Firstly, a model has been developed by reviewing the country-of-origin (COO) studies in order to explain the attitude towards domestic automobiles; then, a situational moderator variable has been added to the model to explain the possible inconsistency between the attitude and the purchase behavior for domestic automobiles. The proposed structural equations model has been tested By 297 analyzable forms based on Bayesian method. The findings show that satisfaction with domestic automakers’ marketing mix, less risk perception for domestic automobiles, and satisfaction with the capabilities of the domestic automotive industry have positive effect on attitude towards domestic car; the average attitude towards domestic car is significantly less than the average of the purchasing behavior for domestic car; and the effect of attitude towards domestic car on the purchasing behavior for domestic car is moderated by customers' prediction about domestic auto-makers’ behavior at the time of sanctions. Hence, in the absence of much-needed marketing assistance in boosting domestic sales, marketers can help promote the attitude towards domestic cars and subsequently reduce the inconsistency of attitude and behavior.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
90
111
https://cbs.uok.ac.ir/article_61207_fb1442b3421e20ce50ab3f7b85512380.pdf
dx.doi.org/10.34785/J018.2019.841
A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy
Masoud
Darabi
M.Sc. in Sports Management, Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran.
author
Nasrin
Azizian Kohan
Assistant Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,
author
Mehrdad
Moharamzadeh
Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,
author
text
article
2020
per
AbstractToday, marketing research is one of the most important tools of managers' decision making. Neuromarketing as a new way of marketing can help marketers gain a better understanding of consumers. The purpose of the present study was to analyze brain waves to evaluate the effectiveness of Nike brand advertising on athletes' decision to buy. The purpose of this study is to apply a quasi-experimental one-way blind method. The statistical population of the study consisted of male and female undergraduate, postgraduate and postgraduate students with sporting experience and membership in the sports teams of Mohaghegh Ardabili University in the academic year of 1997-96 (N = 80): Forty of them were selected as the statistical sample in the second half of the year 1396 through restricted probability sampling (all right-handed, in the age range of 18-25 years). The brain waves of the testers were converted to numbers using Brain Mapping software. SPSS software was used for data analysis. Paired t-test, independent t-test, repeated measures ANOVA and LSD test were used to test the hypotheses. Statistical findings showed a significant difference between the effect of advertising on the purchase decision of men and women athletes (P = 0.007). The findings also clearly show the difference in brain wave frequency activity (alpha, beta, delta, and theta) before, during, and after viewing advertising among athletes in all four groups. Based on the findings of this study, marketers can understand how the human brain functions in consumer buying behavior to reach their goals, and can tailor their ads to their audience.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
112
133
https://cbs.uok.ac.ir/article_61304_4465ac744c12f29a34c1f7325ba877ec.pdf
dx.doi.org/10.34785/J018.2019.605
Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique
Saeed
Mir
Ph.D. Student in Marketing management, Azad Islamic University of Kermanshah, kermanshah, Iran
author
Ali
Rashidpoor
Assistant Prof, Faculty of Management, Azad Islamic University of Isfahan (Khorasgan), Isfahan, Iran
author
text
article
2020
per
Promoting brand personality can be a sufficient impetus for customer satisfaction, loyalty, commitment, affective and emotional attachment between customers and the brand. Hence, the current study was aimed at identifying and prioritizing the effective factors in promoting brand personality based on a mixed method research i.e., both quantitative and qualitative, which is practical regarding its purpose and descriptive-survey regarding its nature and method. The population in qualitative and quantitative sections was 15 university experts who were investigated based on purposive sampling method, required data saturation and theoretical adequacy. In qualitative section of the study, data collection instrument of the texts was based on content analysis technique. Data collection instrument in quantitative section was the expert questionnaire which its validity and reliability was measured using content validity and retesting. Data analysis was carried out by using Fuzzy Delphi Technique; then effective factors in brand personality Innovative were identified and prioritized.The results of the study included identifying the effective factors on innovative brand personality in innovative and knowledge based organizations in qualitative section and their prioritizing in quantitative section.The results show that the most important factors in promoting brand personality are: brand romance, brand written language, brand profitability, brand reliability, brand prestige, brand activism, brand color.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
134
148
https://cbs.uok.ac.ir/article_61370_5a3e998401b57ce22bcf9c62dfaa44cd.pdf
dx.doi.org/10.34785/J018.2019.978
The Role of Structural Factors of Cause related Marketing Campaigns in Consumer Response
Morteza
Soltanee
Assistant Professor Tehran University –Farabi Faculty, Tehran University,Qom,Iran,
author
Asadolla
Kordnaeij
Professor Tarbiat Modares university - Tarbiat Modares university,Tehran, Iran
author
Hamid
Ayoubi Yazdi
Student Of Tehran University – Farabi Faculty, Qom. Iran
author
text
article
2020
per
Nowadays, Cause-related marketing is one of the common strategies to encourage consumers to buy products which simultaneously support a social cause. However, few studies have been conducted in Iran`s social context about how consumers respond to this type of marketing strategy. Therefore, the authors of this study, using two separate 2*2 factorial experimental designs, examined how consumers respond to the structural factors of cause related marketing campaigns.In first study, after examining two structural factor of campaign from company`s side through a 2(corporate reputation:high/low)*2(donation amount:high/low) factorial between subject design, The results show that when donation amount is high and corporate reputation is good, perceived altruism motivation, perceived price fairness, campaign credibility, campaign attitude, purchase intention and word of mouth is significantly higher than when the donation amount is low and corporate reputation is inappropriate. Also, in the second study, the role of two structural factors campaign from cause`s was examined in a 2(cause importance: important/unimportant) *2(cause-product fit: high/low) factorial experimental design. The results show that, except the role of cause-product fit in perceived price fairness, in other states these factors influence on the cognitive, affective and conative aspect of consumer response. In addition, the results of second study suggest that when a cause importance is low, a high cause-product fit can lead to more positive response.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
149
173
https://cbs.uok.ac.ir/article_61208_3e94b87fb0b173aad2ca7637ade59ef9.pdf
dx.doi.org/10.34785/J018.2019.852
Analysis of the Relationship Between Proponents of Impulse Buying with ANP, DEMATEL and ISM Techniques
Hamed
Arab Ahmadi
Ph.D student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran
author
Seyed Abdullah
Heydarieh
Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
author
Younos
Vakil Alroaia
Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
author
text
article
2020
per
AbstractNowadays, as markets become more competitive, marketing executives are trying to innovate their products. They can be distinguished from one another. Nostalgic products are products that can create a lasting reminder for people to act as a kind of buying stimulus. There is usually no pre-planning for these types of products and they are not on the (physical and mental) list of consumers. In this study, we attempt to analyze the relationship between the variables affecting Impulse Buying with emphasis on nostalgic products. Initially, by studying the background of relevant research, the variables were identified and screened by expert opinion using fuzzy Delphi method. The statistical population consisted of 15 experts including university professors and marketing managers in Tehran, using fuzzy dimensional techniques to determine the effectiveness of effectiveness, fuzzy network analysis for weight determination and interpretive structural equations for leveling and analyzing the relationships between variables. The results of the fuzzy dematel showed that the variables "individual characteristics" and "product characteristics" had the most effect and the variables "store characteristics" and "psychological characteristics" had the most effect. According to the findings of the fuzzy network analysis, the "nostalgia driven" variable has the most weight and importance and the results of the interpretive structural equations showed that the "nostalgic motivated" variable is at the top of the model and marketers should consider it as One of their prioritiesfor improvements to consider.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
174
198
https://cbs.uok.ac.ir/article_61281_ec532093b80340d3ecdcb45f94ab10f4.pdf
dx.doi.org/10.34785/J018.2019.329
Investigating the Factors Affecting Consumer Purchasing Behavior through the Mediating Role of Client's Intention Based on the Theory of Planned Behavior
Hamidreza
Almasitabar
Department of Management, Kermanshah Unit, Islamic Azad University, Kermanshah, Iran
author
Farshid
Namamian
Faculty of Management, Islamic Azad University, Kermanshah Branch and Ph.D.
author
text
article
2020
per
The purpose of this study was to investigate the factors affecting consumer purchasing behavior through the role of mediating customer preferences based on the theory of planned behavior in the customers of Saipa Automobile Company. The statistical population of this research was customers of Saipa automobile company, whose number is unlimited, according to Morgan table, 384 people were obtained. The present research is based on the purpose of the application and based on the nature and method of data collection, there is a descriptive-causal type and, in terms of data type, quantitative. A standard questionnaire consisting of 38 questions based on the Likert range of 7 options was designed and collected and collected in the research sample. The reliability of this questionnaire was confirmed by Cronbach's alpha and all the values in the standard range were confirmed. The results of research hypothesis showed that the factors affecting consumer purchasing behavior through the mediating role of customer's desire based on the theory of planned behavior among the customers of the automobile company Saipa is influential.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
199
218
https://cbs.uok.ac.ir/article_61187_ac81be0445001d8fadd30b7fe73fe25a.pdf
dx.doi.org/10.34785/J018.2019.927
An Analysis of the Green Level of Consumer Behaviors in Rural Households and Its Effective Individual Factors (Case study: Khaf County)
Elahe
Dalir
Master of Science in Geography and Rural Planning, Ferdowsi University of Mashhad
author
Maryam
Ghasemi
Assistant Prof. of Geography and Rural Planning, Ferdowsi University of Mashhad
author
text
article
2020
per
AbstractThe growing population on the one hand, and consequently the increase and change in the pattern of consumption, has caused a double burden on the environment. It seems that a great deal of environmental problems are rooted in human behavior that can be solved by knowing its consumption behavior and correcting it. The present study examines the responsiveness of rural households' behavioral responses to the environment and the individual factors affecting it. The research method is descriptive-analytical and the sample size is 235 households in 16 villages of Khaf frontier city. In this study, the ecological behavior of consumption was divided into three dimensions of environmental knowledge with 14 indicators, environmental value with 15 indicators and environmental perception with 17 indicators by field studies. The results showed that there is a positive and significant relationship between the number of years of studying rural households and adherence to green behavior in the field of consumption with a severity of 0.22. Although there is a positive and significant relationship between green behavior and its dimensions, the relationship between green behavior and environmental knowledge is very strong with intensity of 0.917 (Sig. = 0. 00). Also, "the perceived environmental benefits Consumer "with 3.5, " consumer environmental knowledge "with 3.32 and" consumer environmental value "with 3.22 higher than the theoretical average (Sig. = 0. 00). in total, the adherence of rural households to" Green consumption "with 3.33, although more than average (Sig. = 0. 00), but far to the desired threshold. Obviously, behavioral changes will not be accepted by themselves and require the preconditions that are more important in the context of research findings, the strengthening of "environmental knowledge.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
219
247
https://cbs.uok.ac.ir/article_61250_3a5ccb3aa8514eff383cbc41cbc17258.pdf
dx.doi.org/10.34785/J018.2019.300
Designing a Customer Experience Management Model in the Banking System Using Thematic Analysis and Model Explanation with Data Mining Approach
Salehi
Hoshiar
Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
author
Solayman
Iranzadeh,
Management, Economics and Management, Azad university, Tabriz, Iran
author
Hossin
Ghareh Biglo,
Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
author
Hossein
Budaghi Khaje Nobar
Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
author
text
article
2020
per
The purpose of this study was to identify a model for identifying the factors required by customers and the tools used by banks to provide them. This study is applied in terms of purpose and exploratory in method. The data were collected through exploratory interviews and participatory observation from national specialized agricultural banks of Tabriz and Sanandaj during one month. The interviewees were fixed clients as well as bank employees and managers. Rapid Miner data mining software was used to perform classification and decision tree operation. The results of this research ultimately apply the main and secondary factors to achieve the type of customer experience. Customer requests from banks include 4 main themes and 10 sub themes and banks tools for answering these requests include 5 main themes and 7 sub themes and apply the main and sub factors to 6000 customers.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
248
269
https://cbs.uok.ac.ir/article_61275_4f7a1e01ccbc45829b79f8b15d647dcf.pdf
dx.doi.org/10.34785/J018.2019.272
Consumerism in Architecture with Emphasis on Popular Architecture Semiotics
Mandana
Yousefi
Department of architecture, faculty of art and architecture, Islamic Azad university of Qazvin, Qazvin,Iran
author
Simon
Ayvazian
Department of architecture, Faculty of Art and Architecture, Tehran university, Tehran, Iran
author
Iman
Raeisi
Department of architecture, faculty of architecture and urbanism, Islamic Azad university of Qazvin. Qazvin,iran
author
Jamaledin
Soheili
Department of architecture, faculty of architecture and urbanism, Islamic Azad university of Qazvin. Qazvin,iran
author
Kamal
Rahbarimanesh
Department of architecture, faculty of architecture and urbanism, Islamic Azad university of Qazvin. Qazvin,iran
author
text
article
2020
per
The purpose of this study is to investigate consumerism in architecture with emphasis on popular architecture semiotics.Popular architecture is a kind of architecture that is highly accepted by people and criticized by architects which has been prevalent in recent decades. The questions of this research seek to investigate the reasons for tendencies towards popular architecture and consider the reasons why consumerism is prevalent in architecture. The research method is descriptive and analytical, semiotics, scrolling and Delphi. Statistical samples of this research were selected from Qazvin city. The results show that in the popular architecture facades we are witnessing the phenomenon of acculturation, namely the use of signs outside the temporal and spatial orbit of their cultural system. Symbols of classical architecture are represented in the facades of popular architecture. These representations are pretentious or non-original versions in which the signs are devoid of meaning.These facades represent the differentiation and recognition of the individual from other social groups. The affluent class uses classical architectural signs to distinguish itself from the others and to display its high status by introducing itself as a prestigious architecture. The lower classes try to imitate this kind of architecture to solidify and reduce the gap with the upper classes. Therefore, this type of architecture is widespread throughout the community and becomes a consumer commodity.And finally the most important factors that drive people to popular architecture are the selective reading of history, having familiar motifs, splendor, magnificence, and being Reminders and pointers, and luxurious.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
270
296
https://cbs.uok.ac.ir/article_61274_c303f757d718668f9edd28965a114edf.pdf
dx.doi.org/10.34785/J018.2019.149
Designing and explaining the behavior of consumers of counterfeit goods
Gholamhossain
Khorshidi
Associate professor, Shahid Beheshti university
author
Bahman
Hajipour
Associate professor, Shahid Beheshti university
author
Mehdi
Jafarzadeh Kenari
-
author
text
article
2020
per
Growth in the use of counterfeit products in the world is increasing rapidly. The main solution to counteracting counterfeit products is to prevent the use of counterfeit products by customers who deliberately or unknowingly purchase these products. The present research is also taking steps. Accordingly, in the present study, the factors affecting the behavior of the purchase of counterfeit products are identified.The method of this research is a mixed method. In the first, a qualitative method was used to develop a conceptual model and then a quantitative method was used to test the model. The statistical sample of the qualitative research phase was comprised of 15 consumer consumers of four categories of counterfeit goods (sports shoes, sunglasses, colognes and spare parts for automobiles), and the sample in the quantitative phase was 1,600 consumers of counterfeit and original four commodity groups. Give To analyze the data in the qualitative phase, the analysis of the theme and ISM and in the quantitative phase, ANOVA and PLS were used.The findings indicate the effective role of all four groups of predictive variables including individual characteristics, product features, cultural and social characteristics, and purchase conditions and scenarios on attitude, intent to purchase, and continued purchase of counterfeit products. Meanwhile, the role of individual attributes was more than other factors. The results also showed that perception of the counterfeit product moderates the effect of predictive variables on the attitude and intent to purchase counterfeit products in an inverse manner.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
297
332
https://cbs.uok.ac.ir/article_61303_bb66205a3aa0f401822e7687ee939d55.pdf
dx.doi.org/10.34785/J018.2019.268
Providing a Model for Anti-Consumption Behavior in the Iranian Market: A Grounded Theory Approach
Mohammad
Nazarian
Head of the Department of Research in Iranian National Tax Administration
author
Hossein
Vazifedoost
Department of Business Management, Islamic Azad University, Science and Research Branch of Tehran
author
Kambiz
Heidarzadeh
Department of Business Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
author
Karim
Hamdi
Department of Business Administration, Islamic Azad University, Science and Research, Tehran, Iran
author
text
article
2020
per
Although consumption represents individuals’ social and economic status, a large number of consumers do prefer, for different reasons, to consume as little as possible. This paper aims at answering this essential question: What are the factors affecting anti-consumption behavior among consumers and its possible consequences? In order to answer a relevant research question, a Grounded Theory research has been conducted with a qualitative methodology and as for data analysis, we have resorted to the َAtlas-T software. The sampling method has been of a snow-ball type whereby we reached the saturation with a total of 20 interviews with professors and experts in the areas of marketing, management, sociology, economics, psychology, and law. Findings indicate that brand mistakes are a major factor affecting the anti-consumption behavior among the consumers. We have also determined the factors leading, whether directly or indirectly, to the emergence of such behavior among them we may refer to values and norms, improper advertisements, negative imaging, economic conditions, product unacceptability, gossiping, deliberate anti-consumption, un-prestigious consumption, consumers’ pessimism, fidelity to one’s beliefs, etc. The paper has been ended in the recommendations of some solutions on how to change anti-consumption behavior to be followed by brand owners.
Consumer Behavior Studies Journal
University of Kurdistan
2717-0004
6
v.
2
no.
2020
333
352
https://cbs.uok.ac.ir/article_61188_d9e99f4b489170e53711790edfd840d6.pdf
dx.doi.org/10.34785/J018.2019.321