Recommending a model to assess Women purchase behavior in social networks (A qualitative Study)

women play an important role in consumer products hence, Analysis of Women requirements within social networks and variables Shaping their purchase behavior would be beneficial for business owners in order to provide better product and services and attain more sustainable relationship with their customers. This research is aiming to recommend a social commerce model for women purchase behavior using qualitative Corbin and Strauss (2015) ground theory method. This research can be considered as applied research. in order to collect research data a seven stage Sadowski and Baroso (2007) method is used, then after implementing open, axial and selective coding, a new model was introduced. Based on acquired results, final model contains 5 main causal variables, 3 main intervening variables, 3main contextual (Demographic) variables and finally 2 main consequential variables. The results of this research can be beneficial for E-commerce and traditional business owners in order to boost their profitability and to have sustainable relation with their customers.