Design and validation of the change in the end-user's behavior model from offline to online with a mixed research approach in the FMCGs group

Document Type : Original Article

Authors

1 Ph.D. Student, Department of Business Administration, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

2 Assistant Professor, Department of Business Administration, Shahr-eQods Branch, Islamic Azad University, Tehran, Iran.

3 Associate Professor, Department of Public Administration, West Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Associate Professor, Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran.

10.22034/cbsj.2024.63064

Abstract

The volume of online shopping compared to offline shopping and the speed of change in consumer behavior from online to offline in Iran is much lower than the world average. Therefore, this research aims to design and validation of the change in the end-user's behavior model from offline to online in the FMCGs group. A mix of qualitative (grounded Theory) and quantitative (structural equation modeling) methods are used to identify components, indicators, and the relationship between them. In the qualitative section, 10 experts were selected by snowball sampling and in the quantitative section by Cochran's formula, 384 people were determined by simple random sampling. Semi-structured interviews were used to collect qualitative data, whereas questionnaires were used to collect quantitative data. Content validity and face validity were confirmed by the Delphi technique, construct validity and questionnaire structure by confirmatory factor analysis, reliability by Cronbach's alpha coefficient, and composite reliability in SmartPLS and SPSS software. MAXQDA software was used to analyze qualitative data. Kolmogorov-Smirnov test for normality, the Friedman test for prioritizing components and indicators, and the structural equation modeling test for path analysis and model validation were used to analyze quantitative data. In the qualitative results, 8 components and 60 indicators were confirmed. Ranking of components based on quantitative results includes consumer decision-making structure, the consequences of consumer behavior in online platforms, FMCGs competitive advantage, consumer behavior models, marketing and advertising communication channels, consumer innovation technology, and e-commerce acceptance and marketing strategies.

Keywords

Main Subjects

References

Al Boyah, N. (2019). The impact of social media marketing on customer relationship (CRM) in the consumer goods market (FMCG). International Conference on Humanities, Social Sciences & Lifestyle. (In Persian)
Al-Haraizah, A., Mubarak, A., Alshidi, A. K. (2020). The role of e-marketing tools in constructing online consumer behavior of omani youth in Muscat city. Journal of Critical Reviews, 7(13), 1270-1280.
Akbari, M., Nopasand Asil, S. M., Amiri, N. (2015). The influence of consumers' beliefs on their impulse buying in an online environment. New Marketing Research Journal, 5 (3), 21-34. (In Persian)
Arbab, T., Hamidi, H., & Gharakhani, M. (2020). Analyzing the effective factors on customer behavior in mobile marketing. Preprints, 1-8.
Armid, M. H., Keivani, B., Yusefinejhad Attari, M. (2015). The value of competitive information in forecasting FMCG retail product sales and the variable selection problem. International Conference on Management Economics & Industrial Engineering. (In Persian)
Azkia, M., Hosseini Roudbaraki, S. (2010). The survey of generational changes of lifestyle in rural society (Case study: Ahangar Mahalleh village, a ville in Gorgan). Journal of Social Welfare, 10 (37), 241-264
Bergius, M., Benjaminsen, T. A., & Widgren, M. (2017). Green economy, Scandinavian investments, and agricultural modernization in Tanzania. The Journal of Peasant Studies, 45(4), 825-852.
Chen, C. (2013). Perceived risk, and usage frequency of mobile banking services. Managing Service Quality, An International Journal, 23(5), 410-436.
Dashti, J., Mirzaee, A. A. (2018). Effects of social media marketing on online customer behavior Saderat Bank of Bushehr City. Journal of Marketing Management, 13(38), 65-85. (In Persian)
Esmaeelzadeh, A., Amraee, H., Gholipoor, S., Moghadam, A. (2017). The effect of the atmosphere and store layout and web design, online impulse buying behavior of customers. Journal of Business Management, 9 (2), 213-232. (In Persian)
Faraji, S., Sheikh Esmaeili, S. (2021), Investigating the effects of modernization and brand orientation of consumers on the brand preference of foreign FMCG. Behavioral Studies in Management, 12 (26), 33-49. (In Persian)
Geetha, M., Sivakumaran, B., Sharma, P. (2009). Role of store image in consumer impulse buying behavior. Advances in Consumer Research, 8.
Gharecheh, M., Roosta, A., Azizi, Sh., Javidani, M. (2016). Identification and Explanation of the Nature of Brand Sales Strategy in FMCGs based on Grounded Theory. New Marketing Research Journal, 6 (3), 1-18. (In Persian)
Giuffrida, M., Mangiaracina, R., Perego, A., Tumino, A. (2017). Cross-border B2C e-commerce to Greater China and the role of logistics: a literature review. International Journal of Physical Distribution & Logistics Management, 47 (9), 772–795.
HAN, S. S. (2020). A Factors Effecting Online Social Decisions in Online Consumer Behavior. The Journal of Distribution Science, 18(3), 67-76.
Hedayat Nazari, F., Dehdashti Shahrokh, Z. (2018). Antecedents and outcomes of customer experience in Iran online retailing. Public Management Research, 11 (41), 313-336. (In Persian)
Jeffrey, S. A. & Hodge, R. (2007). Factors influencing impulse buying during an online purchase. Electronic Commerce Research, 7.
Khadem, F., Esfidani, M. R., Khademi M. (2015). A study on the relationship between consumer behavior characteristics and consumer loyalty: The mediating role of perceived value. (The case of Bahman Co.). Iranian Academy of Management Science Journal, 10 (40), 61-80. (In Persian)
Khoshsima, S., Malkami, A., Momeni, M. (2018). Investigating the impact of perceived risks on online shopping behavior (Case study: Digikala). National Conference on New Models in Management and Business with the Approach to Supporting National Entrepreneurs. (In Persian)
Koller M., Floh A., Zauner A. (2011). Further insights into the perceived value and consumer loyalty, A "Green" perspective, psychology & marketing, 28(12), 1147-1154.
Lee, S. Y., Oh, S., Jung, S. (2018). Influence of scarcity claims on product evaluation: The role of reversibility of decision. Social Behavior and Personality: an international journal, 46(2), 281-292.
Maleki, M., Bagheri, H. (2019). Consequences post-purchase cognitive dissonance among consumers of FMCG. Journal of Business Management Perspective, 18 (39), 121-141. (In Persian)
Mohammadian, M., Dehdashti Shahrokh, Z., Khanlari, A., Zohuri, B. (2016). Identifying the social responsibility requirements of FMCG producers in the field of marketing. Journal of Business Management Perspective, 15 (28), 27-43. (In Persian)
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behavior. Journal of Retailing and Consumer Services, 29, 92-103.
Park, J. E., Yu, J., Zhou, J. X. (2010). Consumer Innovativeness and Shopping Styles. Journal of Consumer Marketing, 27 (5), 437-446.
Pihlaja, J., Saarijärvi, H., Spence, M. T., & Yrjölä, M. (2017). From electronic WOM to social EWOM: Bridging the trust deficit. Journal of Marketing Theory and Practice, 25(4), 340-356.
Pintado, T., Sanchez, J., Carcelén, S., & Alameda, D. (2017). The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor. Journal of Internet Commerce, 16(4), 364-384.
Pirayesh Mayvan, R., Nabieyan, S., Khajepour, E. (2020). Consumer intention to buy green agricultural products in Kerman: Considering environmental considerations. Journal of Natural Environment, 73 (2), 243-256. (In Persian)
Pourasadollahi, Kh., Saeednia, H., Alipour Darvishi, Z. (2019). A conceptual model for explanation of scarcity marketing emphasizing brand authenticity regarding online shopping behavior. Consumer Behavior Studies Journal, 6 (1), 125-148. (In Persian)
Rajani, V. T., & Nakhat, P. (2019). Consumer behavior in online shopping: What they think before they buy. Journal of Psychosocial Research, 14(2), 377-384.
Saccani, N., Perona, M., & Bacchetti, A. (2017). The total cost of ownership of durable consumer goods: A conceptual model and an empirical application. International Journal of Production Economics, 183(A), 1-13.
Salehin, I., Talha, I. M., Mehedi Hasan, M., Dip, S. T., Saifuzzaman, M., Moon, N. N., (2020). An artificial intelligence-based rainfall prediction using LSTM and neural network. IEEE International Women in Engineering (WIE) Conference on Electrical and Computer Engineering, WIECON-ECE, 5–8.
Sharifipour, A., Bastam, H., Hosseinzadeh, A., Pouya, A. (2020). Consumer characteristics and behavior and its effect on instant shopping (Case study: Mashhad chain stores). Ethical Research Journal, 11 (1), 153-172. (In Persian)
Sharma, H., & Aggarwal, A. G. (2019). Finding determinants of e-commerce success: a PLS-SEM approach. Journal of Advances in Management Research.‏
Sohrabi, S. M., Aghighi, M. (2018). The effects of consumer's cognitive and emotional evaluation on shopping variety in chain stores. Journal of Afagh, 14, 29-46. (In Persian)
Soopramanien Didier G.R., Robertson A. (2007). Adoption and usage of online shopping: An empirical analysis of the characteristics of buyers, browsers, and non-internet shoppers. Journal of Retailing and Consumer Services, 14, 73-82.
Sundström, M., Hjelm-Lidholm, S. (2020). Re-positioning customer loyalty in a fast-moving consumer goods market. Australasian Marketing Journal, 28 (1), 30-34
Suwasono, E. (2020). Consumer behavior in purchasing products online at the Tokopedia marketplace. International Conference of Interdisciplinary Sciences, 3, 95-101.
Taghdimi, T., Moshabaki Esfahani, A., Salehiamiri, R., Navabakhsh, M. (2019). Marketing pattern modeling for cultural products export according to consumer behavior (Case study: painting). Consumer Behavior Studies Journal, 6 (1), 311-332. (In Persian)
Torabi, F., Rahiminik, A., Esmaeilpour, H., Vedadi, A. (2019). Designing and explaining a consumer behavior model in choosing hedonic products: Mixed approach (Case study: Discount chain stores). Consumer Behavior Studies Journal, 6 (1), 81-103. (In Persian)
Turban. E., King. D., Lee. J. K., Liang, T. P., Turban, D. C., (2015), Electronic Commerce: A Managerial and Social Networks Perspective. Springer Texts in Business and Economics, 8th Ed
Turkyilmaz, C. A., Erdem, S., Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia Social and Behavioral Sciences, 175, 98-105.
Valacich, J. S., Parboteeah, D. V. & Wells, J. D. (2007). The online consumer’s hierarchy of needs. Communications of the ACM, 50 (9), 84-90.
Voigt, K-I., Buliga, O., & Michl, K. (2017). Creating the global shopping mall: The case of Amazon. Business Model Pioneers, 67-77.
Xie, Y. H. (2008). Consumer innovativeness and consumer acceptance of brand extensions. Journal of Product and Brand Management, 17(4), 235-243.
Yang, Y., Gong, Y., Land, L. P. W., & Chesney, T. (2020). Understanding the effects of physical experience and information integration on consumer use of online to offline commerce. International Journal of Information Management, 51 (102046).
Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Samah, A. A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132, 732-743.‏
Ziviar, F., Ziaei, M. S., Nargesian, J. (2012). Investigating the effective factors on customer satisfaction using the SERVEQUAL model. New Marketing Research Journal, 2 (3), 173-186. (In Persian)
Zubair, M., Wang, X., Iqbal, S., Awais, M., & Wang, R. (2020). Attentional and emotional brain response to message framing in the context of green marketing. Heliyon, 6(9), e04

Files

Share

How to cite

Statistics