جستجوی مقالات مرتبط با کلیدواژه « تحلیل کیفی داده بنیاد » در نشریات گروه « علوم اجتماعی »

Today, with the spread of information technology in the world and its rapid entry into everyday life, new issues and new necessities such as online shopping have been created. In this regard, the present study aims to present a model of online shopping in women in the context of the role of women as one of the main actors in purchasing decisions in the family. This research has been carried out within the framework of the qualitative approach and using the methodology of Grounded Theory (Stranss & Corbin 's approach). The data collection tool was a deep interview and in order to collect data using a targeted sampling method, 15 women in Tehran who were knowledgeable in the online shopping area had a strong desire and experience to interview. Data analysis was performed in three stages: open coding, axial coding and selective coding using MAXQDA10 software. The results of this study led to the identification of 30 sub categories and the 9 main categories that are based on the paradigmatic model including the intention to use online shopping as the axial and causal categories (perception of the purchasing system and customer characteristics, ) context factors (facilities and facilities) , intervening conditions (success in purchasing, social acceptance and adoption), strategies (web and product features, and mix of promotion) and Consequences (online shopping).

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