نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت بازرگانی، واحد زنجان، دانشگاه آزاد اسلامی، زنجان،ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The importance of consumer behavior in social commerce is not hidden from anyone. By understanding consumer behavior, businesses can design appropriate strategies for marketing and selling their products. It allows marketers to identify the different needs and wants of different customer groups and design appropriate strategies for each group. Also, a better understanding of the motivations of customers to buy helps businesses to further evaluate the benefits they get from them.
The research method of this study is analytical-descriptive of correlation type. The statistical population of this research consists of all consumers of sportswear with Iranian-Islamic tendencies in Zanjan province. The statistical sample is equal to 540 people and the non-probability sampling method is quota and snowball type. The data collection tool is a questionnaire, content validity, convergence and divergence, and reliability were confirmed by calculating Cronbach's alpha and composite reliability.
The results of the analysis using the method of structural equations of projection and using Smart PLS software showed: 1) There is a significant relationship between internal motives (hedonic motive and altruistic motive) and external motives (perceived pressure and external rewards) with knowledge sharing behavior of Iranian-Islamic consumers. 2) There is a significant relationship between knowledge sharing behavior and purchasing behavior of Iranian-Islamic consumers and between imitation and purchase intention in social commerce. 3) product uncertainty, product fit uncertainty and seller uncertainty moderate the relationship between imitation and purchase intention and 4) There is a significant relationship between purchase intention and purchase behavior of Iranian-Islamic consumers in social commerce.
کلیدواژهها [English]
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