The effect of buying motivations on customer stickiness with the mediating role of customer attachment and perceived value in cyberspace

Document Type : Quantitative Research Paper

Authors

1 Assistant Professor, Department Of Business Administration Faculty of Management,Shahid Beheshti University, Tehran, Iran

2 Department Of Business Administration Faculty of Management,Shahid Beheshti University, Tehran, Iran

Abstract

The main purpose of this study is to determine the effect of buying motivations on customer stickiness with the mediating role of customer attachment and perceived value among customers of Digi Kala online store. In order to achieve the research goal and test the relevant hypotheses, a questionnaire among 200 customers of Digi Kala online store who have purchased online at least once from Digi Kala online store in cooperation with the online store customer relationship management Digikala was widely distributed through simple random sampling method. Library methods and field methods were used to collect information. Standard questionnaires were used to collect data online. The least squares partial (PLS) method was used to analyze the data and test the research hypotheses. After collecting data and analyzing them, the results showed: hedonistic motivation affects conscious attachment, desire and social interaction, on the other hand, utilitarian motivation affects conscious attachment and desire, but interaction Social has no effect. The results also showed that conscious attachment and desire affect functional, hedonistic and social values. On the other hand, social interaction affects only functional and hedonistic value and its effect on social value was not confirmed. Finally, it was found that functional, hedonic and social values ​​affect customer stickiness

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