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Examining the Factors Shaping Consumer Perspectives in Online Shopping

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  • Tehrani, Radin
  • Ramezanian, Hasan

Abstract

Consumer purchases are largely shaped by their assessment of a product's benefits, drawbacks, and emotional aspects. Psychological and marketing research suggests that emotions influence customers at various points in the buying process. This research seeks to identify the factors that may affect consumer emotions when buying luxury cosmetics. To examine the different facets of customer emotions, a qualitative study was carried out through in-depth semi-structured interviews with 23 users of high-end cosmetics and health products in Telegram groups. This study revealed various emotional dimensions and identified factors that trigger emotions in the target market. The subsequent phase involved determining the variables that influence customer emotions, based on collective agreement. This phase included a panel of 15 experts in marketing, psychology, luxury cosmetics import businesses on digital platforms, and managers of online luxury cosmetics and hygiene groups. Using a three-step consensus approach, the experts identified and evaluated 36 factors influencing customer emotions based on their importance and perceived impact. These factors were then grouped into three categories: personal variables, group and product variables, and contextual variables.

Suggested Citation

  • Tehrani, Radin & Ramezanian, Hasan, 2024. "Examining the Factors Shaping Consumer Perspectives in Online Shopping," OSF Preprints pwv2r, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:pwv2r
    DOI: 10.31219/osf.io/pwv2r
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