Document Type : Research Paper


1 Assistant Prof., Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

2 MSc. Student , department of business management , university of kurdistan , sanandaj , iran



In the past few years, shopping from technology-based stores that operate online has become popular among shoppers, and because of the ease of choosing among different sellers, online companies are at risk of losing customers. Therefore, to optimize customer service, it is necessary to identify the most important factors affecting these shoppings from the customers' point of view and eliminate the problems that cause customer dissatisfaction. In this research, we are using the netnography approach, to identify these factors in Digikala Company. In the process of collecting the comments of the company's customers on the Instagram social network over a period of 8 months, 353 related comments selected, and after completing the open coding steps, a model containing 10 core categories (and 38 constituent dimensions) affecting on online shoppers of technology-based companies was identified. The results are including 10 categories of supply chain management, personal views of customers, the possibility of returning purchased goods, previous buyer experience, product pricing, product variety, product approach, manpower, Website and application, packaging, and product quality.


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doi: 10.22054/tms.2016.5731

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