جستجوی مقالات مرتبط با کلیدواژه « خرید مد آنالین » در نشریات گروه « مدیریت »

The present study aims to provide a native model of online fashion shopping model with a hybrid approach. The method of this study is a mixed method and consists of two qualitative and quantitative parts. In the qualitative section, using the underlying theory to present a model in relation to online shopping on the basis of the study and classification of theoretical literature, and in the quantitative section, we sought a native model of professional online shopping. The present research is a survey, descriptive and correlational type that has been generalized by the statistical community to the online consumer shopping community. The data collection tool was deep in the qualitative stage of the interview, and in the quantitative part of the questionnaire. The statistical population of this study is in the qualitative section of the university professors and internet retailers, and in the small part, consumers. After the interviews, we encoded and presented a qualitative initial model and tested the assumptions. The sampling method was qualitative, non-random, purposeful and available in a quantitative section and the statistical sample consisted of 321 people. In the qualitative section with Maxqda software, using open coding, axial and selective coding and determining the central category, we have analyzed the descriptive and inferential statistics in a small section. The SPSS version 22 and the Smart PLS version 2 bundles were used to analyze the data. The results indicate the impact of some aspects of online shopping such as (price and shopping environment and reference groups) on online shopping and the impact of some aspects of online shopping such as (price and reference groups and pleasure incentives) on brand equity Is. Online shopping also influences the advice to others, and the brand's value also causes repeat shopping.