Educating the concepts of a grounded theory with the case of brand attachment in online shopping behavior

Atena Rahehagh; Anjela Ameli; Hamidreza Saeednia; Zahra Alipour Darvishi

Atena Rahehagh Department of Business Administration, North Tehran Branch. Islamic Azad University. Tehran. Iran. (Ph. D student of Marketing Management) https://orcid.org/0000-0002-3013-0661
Anjela Ameli Department of Business Administration, North Tehran Branch. Islamic Azad University. Tehran. Iran. https://orcid.org/0000-0003-0217-5376
Hamidreza Saeednia Department of Business Administration, North Tehran Branch. Islamic Azad University. Tehran. Iran. https://orcid.org/0000-0003-1157-896X
Zahra Alipour Darvishi Department of Business Administration, North Tehran Branch. Islamic Azad University. Tehran. Iran. https://orcid.org/0000-0001-5546-7159

Resumen

The main goal of this study is to educate the theory using the case of online shopping. A grounded theory study was carried out using open, axial, and selective coding methods to analyze the data collected through interviewing. In terms of objective, the study is a fundamental study and as to data gathering method, it was used a non-experimental and a descriptive study. Study population consisted of individuals interested in online shopping who demonstrated such behavior every week. Through 20 interviews, data saturation was realized. The results were presented as a model with six aspects including verbal advertisement (word of mouth), approach, website infrastructure, seller’s reputation, technical structure, and brand attachment. These results showed that using the method and teaching the theory of that, will increase the rate of selling.

Keywords:

Educating Grounded theory, brand attachment, online purchase behavior.

RESUMEN

El objetivo principal de este estudio es educar la teoría utilizando el caso de las compras en línea. se realizó un estudio de teoría fundamentada utilizando métodos de codificación abiertos, axiales y selectivos para analizar los datos recopilados mediante entrevistas. En términos de objetivo, el estudio es un estudio fundamental y en cuanto al método de recopilación de datos, es un estudio no experimental y descriptivo. La población de estudio consistió en individuos interesados en comprar en línea que demostraron tal comportamiento cada semana. A través de 20 entrevistas, se realizó la saturación de datos. los resultados se presentaron como un modelo con seis aspectos que incluyen publicidad verbal (boca a boca), enfoque, infraestructura del sitio web, reputación del vendedor, estructura técnica y apego a la marca. Estos resultados mostraron que usar el método y enseñar la teoría de eso aumentará la tasa de venta.

Palabras clave:

Teoría de la educación fundamentada, apego a la marca, comportamiento de compra en línea.