Role of Individual Prejudices on Online Shopping Behavior with Regard to Mediating Role of Ethnocentrism (Ethnic Prejudices) of Consumers (Case Study: Domestic Clothing Brands on Instagram)

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Mohammadian Javad; BEHBOODI OMID; Ramezani Usef

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Journal Paper

Paper Information

Journal: Rasaneh Year:2023 | Volume:34 | Issue:1 (130) Page(s): 189-211

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Information Journal Paper

Title

Role of Individual Prejudices on Online Shopping Behavior with Regard to Mediating Role of Ethnocentrism (Ethnic Prejudices) of Consumers (Case Study: Domestic Clothing Brands on Instagram)

Author(s)

Mohammadian Javad | BEHBOODI OMID | Ramezani Usef | Issue Writer Certificate

Keywords

individual Biases Online

Shopping Behavior

Ethnocentrism (Ethnic Prejudices)

Domestic

Clothing Brands Instagram

Abstract

Marketing researchers believe that the shopping process is a decision-making process and includes the steps that the buyer goes through to decide what kind of products to buy. The online shopping environment helps buyers to spend less time making decisions by accurately evaluating product information and comparing it with other products. The purpose of this research is to investigate the effect of individual biases on online Shopping Behavior with regard to the mediating role of ethnocentrism (ethnic prejudices) of consumers (case study: Domestic clothing brands on Instagram). The research method is applied in terms of purpose and descriptive-correlation in terms of data collection method. The statistical population in this research includes all the customers of the Domestic brands of the clothing industry in Mashhad, whose number of customers is uncertain. Therefore, in the statistical sample using Cochran's formula, 384 samples were selected by non-random sampling method. The research tool was a 49-question questionnaire, whose content validity, according to the opinion of experts, and construct validity were measured based on the confirmatory factor analysis technique,also, to evaluate the reliability of the questionnaires, Cronbach's alpha test was used and for data analysis, the structural equation technique was used by applying Smart PLS software. The results indicated that consumer ethnocentrism mediates the effect of individual prejudices on online Shopping Behavior. Also, individual prejudices have a significant effect on consumers' ethnocentrism (ethnic prejudices) and consumers' online Shopping Behavior.

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APA: Copy

Mohammadian, Javad, BEHBOODI, OMID, & Ramezani, Usef. (2023). Role of Individual Prejudices on Online Shopping Behavior with Regard to Mediating Role of Ethnocentrism (Ethnic Prejudices) of Consumers (Case Study: Domestic Clothing Brands on Instagram). RASANEH, 34(1 (130) ), 189-211. SID. https://sid.ir/paper/1141522/en

Vancouver: Copy

Mohammadian Javad, BEHBOODI OMID, Ramezani Usef. Role of Individual Prejudices on Online Shopping Behavior with Regard to Mediating Role of Ethnocentrism (Ethnic Prejudices) of Consumers (Case Study: Domestic Clothing Brands on Instagram). RASANEH[Internet]. 2023;34(1 (130) ):189-211. Available from: https://sid.ir/paper/1141522/en

IEEE: Copy

Javad Mohammadian, OMID BEHBOODI, and Usef Ramezani, “Role of Individual Prejudices on Online Shopping Behavior with Regard to Mediating Role of Ethnocentrism (Ethnic Prejudices) of Consumers (Case Study: Domestic Clothing Brands on Instagram),” RASANEH, vol. 34, no. 1 (130) , pp. 189–211, 2023, [Online]. Available: https://sid.ir/paper/1141522/en

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