Designing and explaining a consumer behavior model in choosing Hedonic Products: Mixed approach (Case study: Discount chain stores)

Document Type : Research Paper

Authors

1 Department of Management, Tehran Central Branch; Islamic Azad University; Tehran; Iran

2 Department of Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran

3 Department of Management, Tehran Central Branch; Islamic Azad University, Tehran, Iran

10.34785/J018.2019.721

Abstract

There is a limited understanding of consumer behavior, especially consumer choice behavior when shopping for and consuming enjoyable products from chain stores, and there is always a discount in developing countries. The purpose of the present study is to design a conceptual model of consumer shopping behavior in selecting enjoyable products based on factors affecting purchase. The research approach is mixed and applied in terms of purpose. Thus, in the qualitative section, the data were collected through semi-structured interviews and used the data theory strategy of open, axial and selective coding as well as the basic model of this theory to achieve the research model. The sampling method used is snowball sampling which is one of the targeted sampling methods. Also in the quantitative section, the data were collected through a questionnaire and a descriptive survey method using structural equation modeling to analyze and explain the proposed model. The qualitative results of the research in the form of a validated and fitted model include six dimensions of pleasant shopping motivations, store characteristics, individual characteristics, strategies, communication and customer loyalty, and three dimensions. The quantitative results of the study show that pleasant shopping motivations, store characteristics, individual characteristics have a significant and positive impact on strategy and communication. Strategies and communications also have a positive impact on customer loyalty in choosing enjoyable products.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 81-103

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