Elnaz Pahlevani; Kambiz Heidarzadeh hanzaee; rouhollah zaboli; Maryam Khalili Araghi
Abstract
Online shopping by families has increased dramatically in recent years, and the COVID-19 pandemic has given rise to this phenomenon. Families play a key role in shaping their consumption behavior and the way they interact and decide at online stores. Using factors affecting individual and family behavior ...
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Online shopping by families has increased dramatically in recent years, and the COVID-19 pandemic has given rise to this phenomenon. Families play a key role in shaping their consumption behavior and the way they interact and decide at online stores. Using factors affecting individual and family behavior has become one of the important strategies in online business. This study aimed to determine the attitude and behavioral factors associated with color name at online stores in Iranian families. This study was a qualitative study which used an interpretive phenomenological analysis. The study population consisted of Iranian families with the most purchases at online stores. Purposive sampling was performed with maximum variation. A semi-structured interview was used to collect data. Qualitative results of the lived experiences of Iranian families indicated that six themes under study included optimistic self-induction, education and mental awareness, excitability of family consumption, perception of attractiveness, perceived quality, mental and intellectual involvement. Influencing people's behavior in online business and the high effectiveness of using advertising strategies and people's excitement leads to a change in attitude and values and finally causes a change in behavior. Knowing the interaction style and behavioral patterns of families in online shopping can help control the family's consumption behaviors in the learning and socialization process of children.
