Abstract:
Shopping in the general sense is ambiguous, it is both work, leisure and entertainment and it is an activity that oscillates between private life and privacy with social dimensions and in the tension between rationality and lust and a pleasant social form with necessary and obligatory activity. The aim of this study is to systematically study the research literature in the field of comparative comparison of shopping motivation studies, identify research gaps and propose suggestions accordingly. To this end, it seeks to answer the question of what are the strengths and weaknesses of existing domestic and foreign scientific articles in the field of shopping motivations in terms of problematics, theory and methodology. The method of this research was a systematic literature review of Latin and Persian articles in the field of studies related to shopping motivations. Articles found in 2001-2020 for Latin articles. By examining the keywords in the databases of this field and based on pre-determined criteria, appropriate articles were selected and analyzed. During the study of the dimensions of the studied articles, it can be stated that lack of attention to problematics, lack of various methodologies, dominance of positivist approach and lack of attention to interpretive paradigms and critical realism, lack of clear theoretical foundations and lack of attention to basic theories and related to the concepts of hedonic and utilitarian shopping motives are very evident. At the end of the research, based on the results of a systematic literature review is presented a model of purchasing motivation.
Machine summary:
Associate Professor, Department of Business Management, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran Submission Date: 2020/08/26 Acceptance Date: 2021/02/25 Abstract In a general sense, purchasing is an ambiguous and dual matter; it is both work, leisure, and recreation, and it is an activity that fluctuates between an individual's private life and solitude and social dimensions, and in the tension between rationality and passion, and between socially pleasurable forms and necessary and obligatory activities.
The present research, by conducting a systematic literature review, seeks to comparatively study purchase motivation studies, identify research gaps, and provide suggestions in this field.
The method of implementing this research was a systematic review of Latin and Persian articles in the field of studies related to purchase motivations, and the found articles were considered in the period of 2010-2019 for Persian articles and 2001-2020 for Latin articles.
Through the examination of the dimensions of the studied articles, it can be stated that neglect in problematization, lack of diverse methodologies, the dominance of the positivist approach and neglect of interpretive paradigms and critical realism, the lack of clear theoretical foundations, and neglect of fundamental theories related to the concepts of hedonic and utilitarian purchase motivations are very evident.
At the end of the research, based on the results obtained from the systematic literature review, a model of purchase motivations has been presented.
With the beginning of Tobar's 2 studies in 1972, specific differences and orientations in shopping within consumer patterns have been examined, and broader results have generally referred to hedonic and utilitarian buying motives [8 and 9].
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