STUDYING FACTORS INFLUENCING ONLINE SHOPPING MOTIVATION OF CONSUMERS IN TEHRAN

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ESMAILPOUR HASAN; GOLDOUZIAN AMIR

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2011 | Volume:2 | Issue:9 Page(s): 103-132

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Title

STUDYING FACTORS INFLUENCING ONLINE SHOPPING MOTIVATION OF CONSUMERS IN TEHRAN

Author(s)

ESMAILPOUR HASAN | GOLDOUZIAN AMIR | Issue Writer Certificate

Keywords

ONLINE SHOPPINGQ2

INTERNET SHOPPINGQ2

SHOPPING MOTIVATIONSQ2

UTILITARIAN MOTIVATIONQ2

HEDONIC MOTIVATIONQ2

Abstract

With Computer science progresses and Development of Computer networks and internet, it has become popular to apply these technologies for business purposes, and the number of online stores and online shoppers is increasing rapidly. Since in today’s competitive environment it’s vital for e-businesses to absorb and maintain costumers therefore it’s important to understand the consumer’s ONLINE SHOPPING behavior And identify factors related to ONLINE SHOPPING behavior. Motivation is One of the influencing factors on shopping behavior. This study investigates INTERNET SHOPPING motivation of consumers and study factors that attract internet shoppers in tehran to shop online from both utilitarian and hedonic perspectives. This study also investigates the influence of these motivations on search intention and purchase intention of internet shoppers in Tehran whom shop from Iranian online stores. The main goal of this research is to ascertain which factors with how much importance would influence ONLINE SHOPPING motivation of consumers in Tehran and also which one of these motivations (utilitarian and hedonic) would have more influence on search intention and purchase intention of consumers. Six utilitarian values and five hedonic values were examined in this research and also the influence of utilitarian and HEDONIC MOTIVATIONs on search intention and purchase intention were examined.Two methods were used for gathering information’s. Literature research and survey research were performed for gathering information. In survey research, questionnaire was used to collect data. For assessing questionnaire’s validity expert’s opinion was considered and for assessing reliability cronbach’s alpha was used. For data analysis Pearson’s correlation and regression were used. This study finds that INTERNET SHOPPING is influenced by utilitarian and HEDONIC MOTIVATIONs.Utilitarian motivation is more powerful than HEDONIC MOTIVATION for online shoppers and it has more influence on search and purchase intention. While HEDONIC MOTIVATION has indirect effect on purchase intention. It leads to purchase intention via search intention. UTILITARIAN MOTIVATION is influenced by cost saving and convenience while HEDONIC MOTIVATION is influenced by adventure.

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APA: Copy

ESMAILPOUR, HASAN, & GOLDOUZIAN, AMIR. (2011). STUDYING FACTORS INFLUENCING ONLINE SHOPPING MOTIVATION OF CONSUMERS IN TEHRAN. JOURNAL OF BUSINESS MANAGEMENT, 2(9), 103-132. SID. https://sid.ir/paper/237803/en

Vancouver: Copy

ESMAILPOUR HASAN, GOLDOUZIAN AMIR. STUDYING FACTORS INFLUENCING ONLINE SHOPPING MOTIVATION OF CONSUMERS IN TEHRAN. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2011;2(9):103-132. Available from: https://sid.ir/paper/237803/en

IEEE: Copy

HASAN ESMAILPOUR, and AMIR GOLDOUZIAN, “STUDYING FACTORS INFLUENCING ONLINE SHOPPING MOTIVATION OF CONSUMERS IN TEHRAN,” JOURNAL OF BUSINESS MANAGEMENT, vol. 2, no. 9, pp. 103–132, 2011, [Online]. Available: https://sid.ir/paper/237803/en

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