A Phenomenological Approach toward Women' s Tendency to Online Shopping

Document Type : Research Paper

Authors

1 Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

2 Associate Professor, Islamic Azad University- Science and Research Branch, Tehran, Iran

3 Baqiyatallah University of Medical Sciences, Faculty of Health, Tehran, Iran

Abstract

One of the new shopping techniques that has many advantages is online shopping. In this regard, considering the position of women as the main actors of the process of decision making for purchasing goods in the family, this study intend to identify the factors affecting women's intention to use online shopping.The present study is a qualitative study of phenomenological type. Field data was collected using deep interview technique and theoretical saturation standard among 15 women from Tehran who have had online shopping experience. Interviews were recorded and after implementation of the analysis stages, were analyzed using Collaizz method and MAXQDA10 software.Based on the data analysis, seven main themes of facilities and equipment, social adaptation and acceptance, sales leads, customer characteristics, perception of the online shopping system, web and product features, and success to buying were extracted from interviews. The results point to the need to take measures to increase the interests of women to online shopping and to reduce perceived risk by trust building. In addition, online stores need to create techniques for winning successful online shopping.

Keywords

References

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