Document Type : Original Article (Qualitative)
Authors
1 Department of Management, Faculty of Humanities, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran
2 Department of Management, Faculty of Humanities, Neyshabour Branch, Islamic Azad University, Neyshabor, Iran
3 Department of Management, Faculty of Humanities, Mashhad Branch, Islamic Azad University, Mashhad, Iran
4 Department of Management, Faculty of Administrative and Economic Sciences, Ferdowsi University, Mashhad, Iran
Abstract
Today, with the expansion of the online and internet economy, the number of websites and online shopping platforms has increased significantly, and hundreds of thousands of users buy their needed products and services through these platforms every day. The purpose of this research is to provide a model of consumer competencies in online shopping with the foundational data theory approach. This research is a type of qualitative research, which is descriptive in terms of purpose and application, and in terms of data collection. The statistical population of the research were buyers with high experience in online shopping. The tool for collecting information was an interview. To investigate the validity of the qualitative part, the content validity and intra-coder and inter-coder reliability models were used. In the qualitative part of the data analysis method, the Thematic analysis approach was the basis, which was compiled with the MAXQDA software and using the coding method. The research results first categorized and modeled the competencies of consumers in 6 stages of the online shopping process. Then, by combining these competencies, five key competencies of consumers in online shopping were identified, which included product identification, self-control, power of choice, consumer support, and decision support. The results of this research, with a combined analysis of the different competencies of consumers in online shopping, can provide important help both to consumers to increase the quality of their purchases and to the managers of online shopping platforms to improve their services and increase their sales.
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