خلاصة:
Spreading the usage of internet in Iran has been affected the lifestyle of Iranian society, although it happened with a delay compared to developed countries. One of the most important consequences of this virility can be seen in the emerging electronic businesses. Especially the increasing number of E-Stores are causing the change in the consumer’s behaviors and tastes. Because of that, studying the perceptions of the consumers about this new situation looks important. Therefore with aiming to gain a deep understanding of the customers of E-Stores and online purchasing and with a qualitative and interview-based approach, using ZMET, we tried to investigate and analyze the cognitive constructs of Digikala’s users (As an Iranian successful online store) and elicit the mental maps of them. The results show that besides the service-based attributes of the Electronic Store, the concept of social responsibility is an important factor influencing on emotional and performance consequences and then creating constructs like trust, feeling friendly and national pride, derived from perceived service quality.
ملخص الجهاز:
Mapping the Mental Map of Digikala Online Store Customers Using Zaltman’s Metaphor Extraction Technique (ZMET) Kobra Bakhshizadeh Borj 1, Ali Haji Jafar2, Hamed Nasiri 3 The widespread use of the internet in the country occurred with a gap from developed countries, but it led to influence and receptivity in society.
Accordingly, with the aim of gaining a deep understanding of what customers perceive about online stores and electronic shopping, through a qualitative and interview-based approach and using the ZMET technique, the cognitive structures of users of the Digikala website, as a successful example of online retail in the country, have been investigated and analyzed, and the mental map of customers from the online store has been drawn.
For this reason, in this research, an attempt has been made to, in one of the first cognitive steps, through in-depth interviews and content analysis to examine the perception of customers of online stores, to draw a mental map 1 of internet users of the characteristics of the store, the consequences arising from them, and the main goals (based on the means-end theory) that lead to buying from online stores.
Zaltman Metaphor Elicitation Technique (ZMET) It is research-based and its theory encompasses fields and sub-fields such as cognitive neuroscience, neurobiology 1, art criticism, literary criticism, visual anthropology 2, visual sociology 3, semiotics, 4 philosophy of mind 5, art therapy, and psycholinguistics 6, and its goal is “to extract metaphors and constructs and create a relationship between constructs using verbal and nonverbal stimuli” (Keching-Castello, 2000).
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