Investigation of Consumer Attitude Impacting Parameters in Online Shopping

Milad Zam, Amin Rezasoltani, Hasan Ramezanian and Mohammadhosein Tavakoli

No dmqfr, OSF Preprints from Center for Open Science

Abstract: The bulk of customer purchases are impacted by their assessment of the product's benefits and drawbacks as well as its emotional aspects. Research in psychology and marketing has confirmed that customer emotions are involved at various points in the buying process. The current study aims to identify the aspects and factors that may influence customers' emotions when they buy high-end cosmetics. In order to identify the different facets of customer emotions, a qualitative study using in-depth semi-structured interviews with 23 customers of high-end cosmetics and health products in Telegram groups was first conducted. This investigation resulted in the discovery of numerous client emotional dimensions as well as a list of variables that may serve as emotional antecedents in the target audience. The next step is determining the factors influencing customer sentiments based on group consensus. 15 professionals and experts in marketing, psychology, corporations importing luxury cosmetics and hygiene products who are active on online networks, and managers of luxury cosmetics and hygiene groups in online spaces made up the panel at this point. In three steps, the consensus of experts was obtained, and 36 elements influencing customers' emotions were identified and graded based on the applicability or strength of the perceived effect in the experts' eyes. These were then divided into three groups: situational variables, group and product variables, and individual variables.

Date: 2023-03-13
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:dmqfr

DOI: 10.31219/osf.io/dmqfr

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