The Role of Social and Cultural Factors in Consumer Purchasing Behavior in Social Networks

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DEHDASHTI SHAHROKH ZOHREH; NASEHIFAR VAHID; KHASHEI VAHID; Daneshparvar Mitra

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Paper Information

Journal: JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES Year:2019 | Volume:7 | Issue:28 Page(s): 135-166

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Title

The Role of Social and Cultural Factors in Consumer Purchasing Behavior in Social Networks

Author(s)

DEHDASHTI SHAHROKH ZOHREH | NASEHIFAR VAHID | KHASHEI VAHID | Daneshparvar Mitra | Issue Writer Certificate

Keywords

Social networks Consumer Purchasing Behavior Social and Cultural Factors Clothing Industry

Abstract

Nowadays, some customers tend to buy clothes through social networks, and several factors affect this willingness. One of the important factors influencing people's willingness to buy clothing through social networks is social and cultural factors. Hence, this research seeks to examine the role of social and cultural factors in the purchase of clothing through social networks. In this research, a mixed method has been used. In the qualitative section, texts were transcribed and coded through literature reviews and interviews with active vendors in social networks. The components were categorized into 4 final categories and then presented in the original model. In the quantitative part, based on the original model, a questionnaire was prepared and distributed among 385 apparel buyers in the networks. For data analysis, structural equation method and to examine the mediating role, Sobel test were used. The results showed that friends' recommendations, affirmation of others, and social conditions have a significant effect on the trust of individuals in social networks, and the trust of individuals has a significant effect on the consumer's willingness to buy clothing through social networks.

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APA: Copy

DEHDASHTI SHAHROKH, ZOHREH, NASEHIFAR, VAHID, KHASHEI, VAHID, & Daneshparvar, Mitra. (2019). The Role of Social and Cultural Factors in Consumer Purchasing Behavior in Social Networks. JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES, 7(28 ), 135-166. SID. https://sid.ir/paper/268133/en

Vancouver: Copy

DEHDASHTI SHAHROKH ZOHREH, NASEHIFAR VAHID, KHASHEI VAHID, Daneshparvar Mitra. The Role of Social and Cultural Factors in Consumer Purchasing Behavior in Social Networks. JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES[Internet]. 2019;7(28 ):135-166. Available from: https://sid.ir/paper/268133/en

IEEE: Copy

ZOHREH DEHDASHTI SHAHROKH, VAHID NASEHIFAR, VAHID KHASHEI, and Mitra Daneshparvar, “The Role of Social and Cultural Factors in Consumer Purchasing Behavior in Social Networks,” JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES, vol. 7, no. 28 , pp. 135–166, 2019, [Online]. Available: https://sid.ir/paper/268133/en

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