Reflection on post-purchase cognitive dissonance: Analysis of factors affecting the buying behavior of fashion clothing consumers with the role of gender moderator
hooshmand
bagheri garbollagh
Ph.D. Candidate in Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Iran
author
Morteza
ملکی مین باش رزگاه
Associate Proff. at Semnan University, Faculty of Business Management
author
Davod
Feiz
Department of commercial management, Faculty of Economic, Management and Administrative science, Semnan University, Semnan, Iran
author
Adel
Azar
Tarbiat Modares University
author
Azim
zarei
Faculty Member of Semnan University
author
text
article
2021
per
Objective: By integrating personal factors and sales promotion literature, the main contribution of this study is to analyze personal characteristics and advertising methods to increase consumer buying behavior. The purpose of this study is to investigate the factors affecting post-purchase cognitive dissonance with the mediating role of consumer behavior.Method: The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study consists of all consumers referring to commercial complexes and shopping centers in Tabriz and Urmia. According to Cochran's formula, the sample size was set at 384; which was upgraded to 400 for more accurate calculations. A Likert-based questionnaire was used to collect information and Structural equations’ modeling was used to analyze research data with Smart-PLS software.Findings: Findings showed that personal factors (Market Maven, Stable, Agreeable and Open Minded); the reputation of the brand designer, store atmosphere and Sales Promotion has a positive and significant effect on consumers' buying behavior. In addition, positive and significant effect was found between Buying Behavior of Consumers and post-purchase cognitive dissonance. Gender moderates the relationship between Buying Behavior and post-purchase cognitive dissonance.Conclusion: Sales promotion was used as a weapon to increase sales and the widespread use of this concept in order to achieve customer values in order to achieve goals and business is fruitful.
Journal of Business Management Perspective
Shahid Beheshti University - Faculty of Management and Accounting
2251-6050
20
v.
45
no.
2021
13
38
https://jbmp.sbu.ac.ir/article_101047_d71c3df46e9da758366774a892c9be69.pdf
dx.doi.org/10.52547/jbmp.20.45.13
Presenting a Model of Factors Affecting the Coopetition Formation and Consequences:
A Mixed Research
Morteza
soltani
Department of Business Management, Faculty of Management and Accounting, University of Tehran, College of Farabi
author
Asadollah
Kordnaeij
Professor in Business management, Faculty of management, Tarbiat Modares University, Tehran
author
Hamid Reza
Irani
Assistant Professor in Business Management, Farabi Campus, University of Tehran
author
Narges
Hasanbeygi
PhD Candidate of Business policy, Farabi Campus, University of Tehran, Qom
author
text
article
2021
per
Coopetition is a strategy which considered by many organizations in the last decades to gain, maintain and improve the competitive position.Objective: The main purpose of this study is to present a model of factors affecting the formation of coopetition and its consequences.Method: Systematic grounded-theory was used in the qualitative part and Structural Equation Modeling was used in the quantitative part. The qualitative sector study population was banking experts and senior managers, and in the quantitative sector, the statistical population was managers, bosses, experts and senior staff. The sampling method in qualitative part is targeted and snowball (33 people) and in the quantitative part it is clustered and simple (368 people).Findings After qualitative analysis of interview data, a coopetiton model in the Iranian banking industry was presented. Quantitative test findings confirmed the research model. Findings showed that the challenges of the banking industry (causal conditions) have a significant effect on the Coopetition Tendency. Findings confirmed the effect of the Coopetition Tendency, underlying factors (economic, social-cultural, political-legal and technological environment) and intervening factors (human resources, organizational structure, technology, organizational culture, Financial resources, senior management, and macro-policies) on Coopetition strategies and the impact of these strategies on consequences.Results: In order to maintain and improve the position and gain customer satisfaction, banks can gain a proper platform to benefit from cooperation with their competitors in a competitive environment and the consequences of adopting strategies by gaining correct knowledge and managing the factors affecting the formation and implementation of coopetition strategies.
Journal of Business Management Perspective
Shahid Beheshti University - Faculty of Management and Accounting
2251-6050
20
v.
45
no.
2021
39
64
https://jbmp.sbu.ac.ir/article_101131_fa0c113e89176d5b6ab8c0d324092f7b.pdf
dx.doi.org/10.52547/jbmp.20.45.39
Meta-synthesis motives of the customer electronic revenge and determining their importance with the BWM technique
Nazanin
Masoudi
PhD student of business management, University of Tehran, Kish Collage
author
Hamidreza
Yazdani
Assistant Professor, Management and accounting faculty of Farabi campus, University of Tehran
author
text
article
2021
per
Due to the increasing use of online environments by companies for advertising, sales, etc., customers use this space to take revenge on companies. Something that is more remarkable today than ever before. With this in mind, companies need to identify the drivers of electronic customer revenge and try to minimize these behaviors and achieve customer satisfaction by providing the right services. The present study has tried to identify and classify these factors by using a synthesis of studies conducted in the field of electronic customer revenge behavior. For this purpose, after reviewing and refining 150 articles published in scientific databases, 28 articles were finally selected and key factors related to customer electronic revenge were extracted. The findings are classified into four categories: customer factors, corporate factors, intangible empirical factors, and information and communication technology. In the second part, using the Best - Worst method, the importance of the factors extracted from the literature was determined and the results showed that the empirical intangible factors have priority over other factors. Corporate factors, information and communication technology and customer factors are in the second, third and fourth ranks. In the final part of the present study, conclusions and suggestions are presented.
Journal of Business Management Perspective
Shahid Beheshti University - Faculty of Management and Accounting
2251-6050
20
v.
45
no.
2021
66
90
https://jbmp.sbu.ac.ir/article_101288_2bee4e0bda09d9b6a92e076a86d1abeb.pdf
dx.doi.org/10.52547/jbmp.20.45.66
Identifying the concept of customer trust in blockchain-based digital advertising: Model development with grounded theory
Hojjat
Nejati Rashtabadi
P.h.D Candidate in Marketing, Department of Management, Islamic Azad University-Rasht Branch, Iran.
author
Mohsen
Akbari
University of Guilan
author
Narges
Delafrooz
Islamic Azad University Rasht Branch
author
Ali
Gholipour Soleimani
Islamic Azad University Rasht Branch
author
text
article
2021
per
Objective: In the unpredictable and dynamic environment of digital and electronic marketing, customer trust is the most important prerequisite for the success of advertising and identifying its components in blockchain technology (despite its features such as transparency and security as a digital tool) is very important. Therefore, the present study was designed and conducted to investigate various aspects of customer trust in blockchain-based advertising. Methodology: The present study is developmental and applied in terms of purpose and its goals could be achieved using grounded theory (systematic approach of Strauss and Corbin). The required data were collected using in-depth interviews (through snowball sampling) and theoretical saturation was reached after ten interviews.Findings: Results were presented in the standard of six-component paradigm model. Trust in blockchain-based digital advertising was recognized as axial phenomenon and its relationship with other factors including causal conditions (customer, advertising and advertiser characteristics), contextual conditions (blockchain nature, technology context, marketing context), intervening conditions (normative factors, advertising executive factors), strategies (marketing and advertising improvement), and finally, consequences (customer, advertiser, social) were revealed.Conclusion: Blockchain technology, despite its transparent nature in transmitting information to the target audience, needs to trust-building. Because the technological aspects alone are not enough to build trust in customers, and in the meantime, advertisers must pay attention to all human, organizational and technological characteristics.
Journal of Business Management Perspective
Shahid Beheshti University - Faculty of Management and Accounting
2251-6050
20
v.
45
no.
2021
92
119
https://jbmp.sbu.ac.ir/article_101442_fd4839248e06a69a4a872bab66c24fd1.pdf
dx.doi.org/10.52547/jbmp.20.45.92
Value creation for the customer by creating mindfulness of online payment application services
naser
seifollahi
Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
author
Nader
Eskandari
Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
author
text
article
2021
per
Objective: The decisive position of customers in the survival, recession and competitive situation of organizations is very important. Thus, in today's world, the market environment, which includes the customer and his wants and needs, determines the eligibility of organizations to survive. The purpose of this study is to create value for the customer by creating awareness of services, ease and perceived usefulness of services and attitudes toward services provided by the Easy Payment app.Method: This research is applied in terms of purpose and is descriptive-survey in terms of data collection. The statistical population of the study includes the users of this application. According to Morgan table and available sampling method, 384 samples were selected. Questionnaire validity from formal and content method, convergent and divergent validity and confirmatory factor analysis; Its reliability has been confirmed by Cronbach's alpha and composite reliability. SMART PLS3 method was used to test the research hypotheses.Findings: The research findings showed that knowledge of application services has a significant effect on ease, usefulness and attitude to use. Ease of use leads to usefulness and a positive attitude. Finally, the attitude towards the use of the app is effective in creating value for the customer (user).Conclusion: Accordingly, designers and marketers need to pay more attention to factors such as awareness of how to use the application, its ease of use and usefulness to be able to encourage a positive attitude towards it and generally think about creating value for the customer.
Journal of Business Management Perspective
Shahid Beheshti University - Faculty of Management and Accounting
2251-6050
20
v.
45
no.
2021
120
143
https://jbmp.sbu.ac.ir/article_101297_92a778fd2dd3178289e573a95d266060.pdf
dx.doi.org/10.52547/jbmp.20.45.120
Provide a Causal Model of Variables Related to the Intention to Repurchase in the B2C Online Auction
abbasali
Rastgar
Associate Professor at Semnan University
author
sima
alipour
Ph.D. Candidate in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran.
author
maryam
asgharinajib
Ph.D. Student in Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran.
author
text
article
2021
per
Purpose: Today, with the role of the Internet, the consumer shopping style has changed and people's interest in online shopping is increasing. Online shopping, including online auctions, has been very successful on product sales websites. Therefore, the purpose of this study is to model the structural equations of quality components of the website affecting the intention to repurchase B2C online auction customers, with the mediating role of hedonic shopping motivation. Method: The present research is applied in terms of purpose and descriptive-analytical in terms of the nature of the method. The statistical population of Instagram collection users is in 1400, from which 460 people were randomly selected as a sample. The data were collected by a standard questionnaire, then analyzed using PLS software. Findings: The results showed that the components of website quality (reliability, ease of use, search, structure and layout) have a positive and significant effect on hedonic shopping motivation. The motivation to buy hedonistically also has a positive and significant effect on the intention to repurchase. Website quality also has a positive and significant effect on users' intention to repurchase. Among the research variables, the highest path coefficient (0.853) and the highest significance coefficient (34.479) belong to the effect of website quality on hedging motivation.Conclusion: Website quality, as an important factor, is effective in increasing sales in B2C online auctions because it can affect the customer's hedonic motivation and lead to repurchase.
Journal of Business Management Perspective
Shahid Beheshti University - Faculty of Management and Accounting
2251-6050
20
v.
45
no.
2021
144
168
https://jbmp.sbu.ac.ir/article_101594_4bb1b840a8852b52cef8b24be0e9c5e5.pdf
dx.doi.org/10.52547/jbmp.20.45.144
Investigating the Effect of Self-Congruence, Peers, Parents and Gender on Intention to and Actual Consumption of Dairy Products
Azadeh
Kazeminia
Faculty of Humanities, University of Guilan, Rash, Iran
author
Mahbube
Ghaderi
Department of Management, Islamic Azad University, Najaf-abad Branch, Isfahan, Iran
author
Saeed
Moradipoor
University of Guilan, Rash, Iran
author
text
article
2021
per
Objective: This study investigates the factors affecting the tendency to consume and actual consumption of dairy products.Method: A structural equation model was proposed on the relationships among various constructs including self-congruence (real, actual and functional), awareness, parents, peers and gender. A sample of teenage girls (n=150) and boys (n=100) in Isfahan was surveyed and the collected data was analyzed using Smart PLS software. Findings: Actual self-congruence, ideal-self congruence, social-self congruence, peers, family, awareness, and functional congruence positively influence adolescents’ intention to and actual consumption of dairy products. The data also lends credence to the moderating role of gender whereby, the tendency to achieve ideal and actual self congruency was stronger among girls. They are also more influenced by their parents. On the other hand, boys are more prone to be affected by their peers. Result: In order to improve the level of dairy consumption among teenagers, awareness, image-related elements, parents and peers, functional aspects of diary products, and gender-related behavioral differences needs to be taken into consideration.
Journal of Business Management Perspective
Shahid Beheshti University - Faculty of Management and Accounting
2251-6050
20
v.
45
no.
2021
169
195
https://jbmp.sbu.ac.ir/article_101906_c50f6a606419843accf60bd24e9e90ec.pdf
dx.doi.org/10.52547/jbmp.20.45.169