Professor Zahed Bigdeli, Mr Mohammad Akbari Mahalekolaei, Mr Abdolreza Izadi,
Volume 6, Issue 2 (8-2019)
Abstract
Background and Aim: The purpose of the present research is to implement a part of Wilson's model of information behavior to approach consumer behavior. Therefore effect of personality and demographic characteristics were assessed on the information needs of mobile phone customers.
Methods: This is a descriptive correlational survey research. Instruments applied were Rammstedt & John's Personality questionnaire and a researcher made questionnaire. Population consisted of Tehran's main mobile center customers. Sample selected was 384 Mobile customers. Hypotheses were tested by t- test, Spearman correlation, multivariate regression and Pearson correlation.
Findings: Findings for personality traits reveal that: The effects of four variables including agreeableness, conscientiousness, neuroticism and openness on information needs have been confirmed and concerning the variable of extroversion, the null hypothesis has been confirmed. The demographic data showed that age, income and gender have an influence on information needs. Also, findings related to the variable of education, confirmed the significant relation of this variable with brand conscious.
Conclusion: In addition to highlighting the link between two areas of information behavior and consumer behavior, the research confirmed the relationship and effectiveness of the two intervening variables in Wilson's information behavior model with information needs.
Mr Ebrahim Beiraghipanah, Dr Ahmad Askari, Dr Abdolah Naami, Dr Alireza Rousta,
Volume 7, Issue 2 (12-2020)
Abstract
Background and Aim: Considering the importance of customer behavior, the purpose of this study was to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
Research Method: The method was grounded based theory. Data collection was done through semi-structured interviews. Population consisted of managers and supervisors of Pars Khazar Company. Sample included 14 senior managers and supervisors and sampling had been done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation.
Findings: Results show the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes which is in the form of a paradigm model including: Consumer attitudes toward service innovation, cultural component and social component as title of central category and causal conditions (knowledge, skills and marketing), contextual factors (advantages of brand attitude functions, social responsibility and attitude towards Iranian products), intervening conditions (sources of power, learning-based empowerment, communication model, Customer Relationship and Consumer Nationalism), Strategies (Corporate Communications, Comprehensive Brand Attitude Strategy Planning, Creativity, Innovation, Public Relations, and Advertising) and Consequences (Intensity of Competition, Resources, Perception of Brand Attitude, Credibility, and Evaluation of Consumer Attitudes) From the expansion of the brand name.
Conclusion: The results was used as a first phase in examining consumers' attitudes in buying Iranian products. Also, applicable to consumer behavior experts as well as prominent academic professionals with a scientific background in marketing management. Based on the results, courtesy to official’s knowledge and skills in marketing would provide favorable conditions to improve consumers' attitudes toward Iranian goods.
Soheila Shakouri Yadegari, Mirza Hassan Hosseini, Seyed Musa Khademi, Lotfollah Forouzandeh,
Volume 10, Issue 1 (6-2023)
Abstract
purpose: consumer behavior in the field of e-commerce and web-based services has different dimensions, including psychological, cultural, economic, personality, etc. components. Since the e-commerce market is constantly growing, it creates a good development opportunity for businesses, so business opportunities should be more adapted to the characteristics and behavioral characteristics of consumers to better meet customer needs. fulfill and facilitate business success. The current research was conducted with the aim of presenting the pattern of consumer behavior in electronic commerce with an exploratory approach.
Methodology: In terms of its fundamental purpose, this research is a survey descriptive research that was conducted in a mixed exploratory manner.
Findings: The results showed that the model of consumer behavior in e-commerce includes: causal conditions, categories, platforms, intervening factors, strategies and consequences. Also, in the quantitative part, the results of the research indicated the approval of most of the components of the qualitative part of the research by the experts.
Conclusion: Examining patterns and models of consumer behavior in e-commerce is necessary for institutions, and in this regard, the results of this research model and other models presented in the field of study should be used in order to create fields for predicting consumer behavior.
