Identifying customer loyalty in online shopping regarding the factors affecting Impulsive buying using the Q method

Most definitions of customer loyalty focus on affection and degree of commitment towards a product, service, brand, or organisation and also Impulsive buying is rooted in consumer behavior and is a valuable concept in a market environment; because marketing managers can increase their sales and profitability by identifying the stimuli that affect impulse purchases. The purpose of this study is to identify the mental patterns of customer loyalty in online shopping regarding the identification of factors affecting the impulse purchase using the Q method.This research is in terms of purpose in the field of applied-developmental research and in terms of data collection method is a combination In the stage of collecting opinions, the qualitative method has been used and in the stage of discovering mentalities, the quantitative approach has been used.The method of data analysis in quantitative part was exploratory factor analysis by SPSS۲۷ statistical software. The participants of this research are ۵۰ digital marketing experts based on the sampling pattern in Q method, ۱۵ of them were selected as samples. After forming ۹۰ Q statements and distributing them among the participants, ۲۲ statements remained. The results showed that four factors: Personality factors, Marketing agents, Economic factors, Individual situational factors

کلیدواژه ها:

Customer loyalty ، Impulsive buying ، Q method ، Online customers