The role of organizational factors on consumer buying behavior in social networks

The clothing industry has seen great growth in social media in recent years. Many factors affect the purchase of clothing from social networks, and one of these important and influential factors is organizational factors. Therefore, the purpose of this study is to investigate the organizational factors affecting the consumer in shopping through social networks. In this research, a combined method has been used. In the qualitative section, by reviewing the literature and interviewing vendors active in social networks, texts were prepared and coded. In the quantitative part, based on the initial model, a questionnaire was developed and distributed to 385 clothing buyers in networks. The structural equation method was used to analyze the data and the Sobel test was used to examine the mediating role. This study examines the independent and combined effect of organizational variables affecting people's trust in buying clothes through social networks. The results showed that information quality, transaction security, company reputation and company location have a significant effect on people's trust and consumer willingness to buy clothing through social networks..