A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior
Consumers are always looking for markets that can best meet their needs and buy quality goods and services. With advances in information technology, this has led to the emergence of a new form of marketplace called online marketplaces that these online stores are seeking to provide genuine brands to...
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University of Kurdistan
2019-08-01
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doaj-15b01784e6044c0f86cc50553d64f1ad2020-11-25T02:48:05ZfasUniversity of Kurdistanمطالعات رفتار مصرف کننده.2717-00042717-00122019-08-016112514861081A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping BehaviorKhatereh Pourasadollahi0Hamidreza Saeednia1Zahra Alipour Darvishi2PhD student of Marketing Management, Department of Business Management, Faculty of Management, Islamic Azad University, North Tehran Branch,Tehran, Iran.Business Management Department, Faculty of Management, Islamic Azad University North Tehran Branch,Tehran,Iran.Business Management Department, Faculty of Management, Islamic Azad University North Tehran Branch,Tehran, Iran.Consumers are always looking for markets that can best meet their needs and buy quality goods and services. With advances in information technology, this has led to the emergence of a new form of marketplace called online marketplaces that these online stores are seeking to provide genuine brands to meet the internal and external needs of their customers. Some businesses are also trying to create more customers in the market by limiting the number or time for the buyer. The purpose of this study is to identify factors affecting the concept of scarcity with emphasis on the role of brand authenticity. The present study has a fundamental approach and seeks to present a conceptual model to express the concept of scarce marketing with emphasis on brand authenticity in the field of online shopping behavior and the researcher has used a mixed approach. Thus, in the qualitative part, the data theory strategy, including open, axial, and selective coding, is used to achieve the research paradigm. The descriptive-survey method is used in a small part and PLS software is used to test the proposed model. The results of the research are presented in the form of a validated and fitted model consisting of 5 main dimensions and 33 sub dimensions.http://cbs.uok.ac.ir/article_61081_d20a08e8c6211e660697ec3d0646c2ea.pdfgrounded theory"" brand authenticity"" scarcity marketing"" psychological response"" online shopping |
collection |
DOAJ |
language |
fas |
format |
Article |
sources |
DOAJ |
author |
Khatereh Pourasadollahi Hamidreza Saeednia Zahra Alipour Darvishi |
spellingShingle |
Khatereh Pourasadollahi Hamidreza Saeednia Zahra Alipour Darvishi A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior مطالعات رفتار مصرف کننده. grounded theory" " brand authenticity" " scarcity marketing" " psychological response" " online shopping |
author_facet |
Khatereh Pourasadollahi Hamidreza Saeednia Zahra Alipour Darvishi |
author_sort |
Khatereh Pourasadollahi |
title |
A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior |
title_short |
A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior |
title_full |
A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior |
title_fullStr |
A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior |
title_full_unstemmed |
A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior |
title_sort |
conceptual model for explanation of scarcity marketing emphasizing brand authenticity regarding online shopping behavior |
publisher |
University of Kurdistan |
series |
مطالعات رفتار مصرف کننده. |
issn |
2717-0004 2717-0012 |
publishDate |
2019-08-01 |
description |
Consumers are always looking for markets that can best meet their needs and buy quality goods and services. With advances in information technology, this has led to the emergence of a new form of marketplace called online marketplaces that these online stores are seeking to provide genuine brands to meet the internal and external needs of their customers. Some businesses are also trying to create more customers in the market by limiting the number or time for the buyer. The purpose of this study is to identify factors affecting the concept of scarcity with emphasis on the role of brand authenticity. The present study has a fundamental approach and seeks to present a conceptual model to express the concept of scarce marketing with emphasis on brand authenticity in the field of online shopping behavior and the researcher has used a mixed approach. Thus, in the qualitative part, the data theory strategy, including open, axial, and selective coding, is used to achieve the research paradigm. The descriptive-survey method is used in a small part and PLS software is used to test the proposed model. The results of the research are presented in the form of a validated and fitted model consisting of 5 main dimensions and 33 sub dimensions. |
topic |
grounded theory" " brand authenticity" " scarcity marketing" " psychological response" " online shopping |
url |
http://cbs.uok.ac.ir/article_61081_d20a08e8c6211e660697ec3d0646c2ea.pdf |
work_keys_str_mv |
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