نویسندگان
1 استادیار گروه مدیریت فن آوری اطلاعات، دانشگاه الزهرا(س)
2 کارشناس ارشد مدیریت فن آوری اطلاعات
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Shhopping is a daily affair requiring significant time and energy. Research shows that shopping motives affect individuals' shopping behaviours. Such ';Tlotives are categorized as functional, socio-emotional, and identity motives. ~ ender is a factor, which can bring about different degrees of importance to - opping motives. In this survey, seven assumptions and a secondary ouestion are posed in order to investigate correlation between shopping otives, apparent site attractions, type of goods and gender. This study tests -Jnctional motives as facilitators and socio-emotional motives as barriers to :: ectronic shopping. Research methodology includes both qualitative and uantitative methods. The respondents are among male and female e- oppers of the Iranian sites. Meanwhile t and X2tests were performed for '0 independent groups to examine the assumptions.
The tests approved only one of the assumptions, and the others were not pproved. This implies that there is merely a significant correlation between -ocio-emotional motives and gender factor, and socio-emotional motives are ore important for women than men. The results do not show a significant ... orrelation between functional and identity motives against gender factor. There is no significant correlation between apparent site attractions, types of ::oods and gender factor.
کلیدواژهها [English]
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