شناسایی و تحلیل علل و پیامدهای رفتار جنون خرید در بستر خریدهای مجازی با بهره‌گیری از تکنیک نگاشت فازی

Objective: In a situation where the pace of life has increased, external stimuli are constantly attacking the individual's mind, and emotions are subject to constant fluctuations, shopping has transformed from a logical and need-based choice to an emotion-based, compensatory, and sometimes addictive experience. Scientific analysis of this behavior shows that excessive shopping is not only the result of weak willpower; it is also a sign of internal conflicts, emotional deficiencies, and environmental pressures that manifest themselves in the form of shopping. At the moment of shopping, the individual seems to be seeking to restore internal balance, heal emotional wounds, or create a temporary sense of worth, but this unstable balance quickly gives way to regret, guilt, financial pressure, and the repetition of an ineffective cycle. Several factors play a role in the formation of this behavior. Therefore, the present study was conducted with the aim of identifying and analyzing the causes and consequences of compulsive shopping behavior.
Method: This research is applied in terms of purpose and is classified as exploratory research in terms of data collection method. This research is a mixed research and because it has an inductive approach in the qualitative part and a deductive approach in the quantitative part, it is classified as inductive deductive research. The statistical population of the expert research consists of managers and sales and marketing employees of the brand, 21 of whom were selected using purposive sampling method and based on the principle of theoretical saturation. During the interviews with the sample members, because no new information was found after the nineteenth and twentieth interviews that could be added to the previous information, the interview was stopped after 21 people due to achieving theoretical saturation of the data. The data collection tool in the qualitative part is the interview and in the quantitative part, the fuzzy cognitive map questionnaire. In the qualitative part, qualitative data collected using the opinions of 21 experts were selected using MaxQDA software and the content analysis method. Then, in the quantitative part, considering that the research method is a fuzzy cognitive map and the data collection tool is a questionnaire, the data was provided in the form of a paired comparison questionnaire to the same sample as before, and the obtained data were analyzed using the steps of the fuzzy cognitive map method. To examine the validity and reliability of the data collection tool in the qualitative part, the content method and theoretical validity and intra-coder inter-coder reliability were used. Also, the validity and reliability of the data collection tool in the quantitative part were content validity and test-retest reliability.
Findings: In this study, the findings of the qualitative part include identifying the types of effective factors and consequences of compulsive shopping behavior, and the findings of the quantitative part are related to prioritizing these factors. The findings of the qualitative part indicate the causes and consequences related to compulsive shopping behavior. Accordingly, the causes of compulsive shopping behavior include psychological and emotional stress, lack of