Pathology of the reasons for the decline of online shopping among the Z generation of Iranian society

Ahmadi, Fatemeh; Arayesh, Mohammad Bagher

doi:10.22034/cbsj.2024.140531.2654

Pathology of the reasons for the decline of online shopping among the Z generation of Iranian society

Document Type : Qualitative Research Paper

Authors

¹ , Department of Accounting, Ilam Branch, Islamic Azad university of Ilam, Iran

² Department of Agricultural Extension and Education, Ilam Branch, Islamic Azad university of Ilam, Iran

10.22034/cbsj.2024.140531.2654

Abstract

The main goal of the current research was to analyze the reasons for the decline in online shopping among the generation Z of Iranian society. The current research was a qualitative study using descriptive phenomenology. The data of this study was collected using semi-structured in-depth interview tool and observing the theoretical saturation limit among 15 people belonging to this generation and having online shopping experience. The text of the interviews was analyzed by obtaining the permission to record them from the participants and using Max Kyoda software and the Claysey method. Based on the data analysis, 11 main themes showing the drop in purchases from online stores, including the perception of the online shopping system, inappropriate web and product parameters, lack of success in bargaining, inappropriate positioning of the online product market, lack of culture and modeling. , the lack of realistic advertising approaches, the pressure of the macro environment, the defects of the market components, the weakness of the criteria of the target society, the weakness of the infrastructure of online shopping and the norms of family online consumption were extracted from the interviews. Finally, based on the obtained results, practical suggestions were presented for the specific revival of the online purchase of goods by the generation Z community. Considering the conditions of the global village, examining the problems and damages of businesses and internet and online purchases can solve many problems of this type of business. And it can be mentioned as the innovation of this research.

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