Title: Relationship between academic consumer lifestyle and the decision to purchase from virtual stores

Authors: Naghmeh Sheikh Hassani; Seyed Mohammadbagher Jafari

Addresses: Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran ' Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran

Abstract: Nowadays, a good personalised marketing plan is a concern of many firms and firms should identify customer behaviour. Studying customer lifestyle is one of the effective factors in identifying customer behaviour. This research aimed to examine the effects of customers' lifestyle on their purchasing decision. The research model was developed based on the VALS2 lifestyle model and technology adoption model (TAM). Using a questionnaire, the data was gathered from the students who had at least one online purchase experience. About 404 questionnaires were collected and analysed using structural equation modelling (SEM) technique. The results showed that intention to purchase directly affects the purchase from virtual stores. Also, the lifestyle groups have a positive impact on purchase from virtual stores. The results also showed that there is a positive indirect impact of peer influence, attitude toward purchasing and perceived usefulness on the purchase from virtual stores.

Keywords: purchase decision; lifestyle; VALS model; technology adoption model; TAM; virtual store.

DOI: 10.1504/IJBIR.2021.115459

International Journal of Business Innovation and Research, 2021 Vol.25 No.2, pp.242 - 259

Received: 22 Dec 2018
Accepted: 24 Jul 2019

Published online: 27 May 2021 *

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