Eliciting Mental Map of the Customers of Digikala E-Stores Using Zaltman Metaphor Elicitation Technique (ZMET)

Document Type : Research Paper


1 Assistant Prof. of Business Management, Faculty of Management & Accounting, Allameh Tabatabai University, Tehran, Iran

2 MA. in Business Management, Faculty of Management & Accounting, Allameh Tabatabai University, Tehran, Iran

3 PhD. Student in Technology Management, Faculty of Management & Accounting, Allameh Tabatabai University, Tehran, Iran


Spreading the usage of internet in Iran has been affected the lifestyle of Iranian society, although it happened with a delay compared to developed countries. One of the most important consequences of this virility can be seen in the emerging electronic businesses. Especially the increasing number of E-Stores are causing the change in the consumer’s behaviors and tastes. Because of that, studying the perceptions of the consumers about this new situation looks important. Therefore with aiming to gain a deep understanding of the customers of E-Stores and online purchasing and with a qualitative and interview-based approach, using ZMET, we tried to investigate and analyze the cognitive constructs of Digikala’s users (As an Iranian successful online store) and elicit the mental maps of them. The results show that besides the service-based attributes of the Electronic Store, the concept of social responsibility is an important factor influencing on emotional and performance consequences and then creating constructs like trust, feeling friendly and national pride, derived from perceived service quality.


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