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Analyzing Influences on Consumer Attitudes Toward E-Commerce

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  • Tehrani, Radin
  • Ramezanian, Hasan

Abstract

Customer purchasing decisions are significantly influenced by their evaluation of a product's advantages, disadvantages, and emotional appeal. Studies in psychology and marketing indicate that emotions play a crucial role at various stages of the purchasing journey. This research aims to explore the emotional factors affecting consumer behavior when purchasing luxury cosmetics. A qualitative approach was employed, involving in-depth semi-structured interviews with 23 individuals who regularly use premium cosmetics and health products and participate in Telegram communities. The findings uncovered a range of emotional responses and highlighted key triggers within the target demographic. In the next phase, a panel of 15 experts—including professionals from marketing, psychology, digital luxury cosmetics businesses, and managers of online hygiene and beauty groups—collaboratively identified variables influencing consumer emotions. This process followed a three-step consensus methodology, leading to the recognition and prioritization of 36 emotional influence factors. These factors were subsequently categorized into three groups: personal attributes, product and group-related variables, and environmental factors.

Suggested Citation

  • Tehrani, Radin & Ramezanian, Hasan, 2024. "Analyzing Influences on Consumer Attitudes Toward E-Commerce," OSF Preprints ut75a_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:ut75a_v1
    DOI: 10.31219/osf.io/ut75a_v1
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