Mitra Daneshparvar; Zohreh Dehdashti Shahrokh
Abstract
Today, we see the great impact of social networks on the purchase of many products in various industries. One of the industries that has been affected by social networks in recent years is the clothing industry. Therefore, this study seeks to identify the factors affecting the purchase of clothing in ...
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Today, we see the great impact of social networks on the purchase of many products in various industries. One of the industries that has been affected by social networks in recent years is the clothing industry. Therefore, this study seeks to identify the factors affecting the purchase of clothing in social networks and to develop a model of consumer shopping behavior in social networks for the clothing industry. In this research, a combined method has been used. In the qualitative section, through interviews with clothing sellers active in social networks, texts were prepared and coded, 46 concepts were identified, which were classified into four main categories and 16 sub-categories and presented in the form of a prototype. In the quantitative part, based on the initial model, a questionnaire was developed and distributed to 385 clothing buyers in networks, and the final model of consumer purchasing behavior for purchasing clothing through social networks was presented. The results showed that individual factors, company-related factors and social and cultural factors directly and also with the mediating role of trust, had a significant effect on the consumer's decision to buy clothing, followed by a significant effect on loyalty, repurchase and Advise others to buy through social media.
Zohreh Dehdashti Shahrokh; vahid Nasehifar; Vahid Khashei; Mitra r Daneshparvar
Abstract
Nowadays, some customers tend to buy clothes through social networks, and several factors affect this willingness. One of the important factors influencing people's willingness to buy clothing through social networks is social and cultural factors. Hence, this research seeks to examine the role ...
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Nowadays, some customers tend to buy clothes through social networks, and several factors affect this willingness. One of the important factors influencing people's willingness to buy clothing through social networks is social and cultural factors. Hence, this research seeks to examine the role of social and cultural factors in the purchase of clothing through social networks. In this research, a mixed method has been used. In the qualitative section, texts were transcribed and coded through literature reviews and interviews with active vendors in social networks. The components were categorized into 4 final categories and then presented in the original model. In the quantitative part, based on the original model, a questionnaire was prepared and distributed among 385 apparel buyers in the networks. For data analysis, structural equation method and to examine the mediating role, Sobel test were used. The results showed that friends' recommendations, affirmation of others, and social conditions have a significant effect on the trust of individuals in social networks, and the trust of individuals has a significant effect on the consumer's willingness to buy clothing through social networks.
