نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشیار، گروه بازاریابی و توسعه بازار، دانشکده کسب و کار
2 استادیار، گروه تجارت، دانشکده تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران.
3 دانشکده مدیریت، دانشگاه تهران، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: In recent years, e-commerce has grown a lot. Although the Internet is an important source of information for search goods and experiential goods, the type of information that consumers seek and how they make decisions about these two types of goods are different. Therefore, paying attention to these behavioral differences of consumers has important applications for marketing actions. In today's world, knowledge about consumers' search behavior for different products is critical to understand their purchasing behavior and to plan marketing communications. Since few researches have been done in the field of consumers' search behavior considering the difference between the types of goods, it is necessary to examine this area more carefully. Therefore, the aim of the current research is to provide a model for the search behavior of consumers in relation to search and experimental goods.
Method: The intended research method is qualitative; In this way, the design of the conceptual model is done by interviewing experts. Sampling in this research is purposeful and selective sampling with maximum diversity. In order to collect data, unstructured in-depth interviews with academic and professional experts were used and 10 experts were used for interviews until theoretical saturation. Research, the main themes or concepts of their talks should be extracted and categorized and the final summary done. The reason for not using a structured interview is the lack of research background and a specific model in the literature, as well as the wide range of research topics. It has been tried to maximize the diversity of the participants, the selected people have different demographic characteristics (age, gender, geographical regions and occupation). Then by referring to them, interviewing and coding their talks, by conducting 10 interviews, the coding of the interviews reached theoretical saturation.
Findings: In order to analyze qualitative data obtained from interviews with experts, structural analysis method is used. Based on the results of interview coding, 219 codes were extracted from interview data analysis. These codes were then grouped into 9 concepts and 7 themes. The concept of antecedents of search behavior was grouped with three themes, moderators of search behavior of a theme, search behavior of a theme, consequences of search behavior of a theme, moderators of purchase of a theme, moderators of post-purchase behavior of a theme, and post-purchase behavior of a theme.
Conclusion:
The results of the research showed that the type of goods (search and experimental goods) affect consumers' search behavior. Also, the data obtained from the interview show that the complexity of the product, the price of the product and the repetition of purchasing the product also affect the search behavior of consumers.
Regarding the moderating variables that play a role in the relationship between the type of product and search behavior. In addition, according to research findings, individual personality, product novelty, brand and site credibility, return policy, loyalty program, social status, values, lifestyle, place of residence, reference groups, celebrity endorser, amount of information and appropriate content about the product, Other people's reviews, brand perception and association in the customer's mind can also play a role as moderating variables and other results, the details of which are presented in the article.
کلیدواژه‌ها [English]
)