خرید پدیده جدیدی است و درواقع خرید و فروش به دوران طلوع بشریت برمی­گردد و مفهوم آن در شکل، طراحی و همدردی و ترحم جامعه پیشرفت کرده است (بودریار[1]، 2016؛ نصیر[2] و همکاران، 2020). درواقع، رفتار خرید از زمانی که انسان خلق شد وجود داشته است و با پیشرفت فرهنگ، این ایده از نظر شکل، طراحی و نوع رفتار تغییر و توسعه یافته است. امروزه مشتریان اقلام و محصولات را نه تنها برای برآوردن نیازهای اولیه خود بلکه به عنوان یک شیوه زندگی یا فعالیت مفرحی که می­تواند به آن­ها در رفع نیازهای روانی کمک نمایند، خریداری می­نمایند. عمل خرید با نیازهای فردی و توسعه منابع برای برآوردن این نیازها با دریافت سرمایه از دیگران در ابتدا سازگار بود (ترهو[3] و همکاران، 2015) و مظاهر مختلفی در نتیجه گسترش فرایند خرید جامعه با به امروز پدیدار شده است و مصرف­کنندگان امروزی نه تنها محصولات لازم را برای رفع نیازهای خود خریداری می­کنند بلکه به عنوان یک سبک زندگی یا یک فعالیت اوقات فراغت نیز رفتار خرید از خود بروز می­دهند (هال[4] و همکاران، 2017؛ نصیر و همکاران، 2020).

خرید یک فعالیت انسانی است که نشان می­دهد افراد در تبادل منافع متقابل شرکت می­کنند. چنین فعالیتی بدون شک برای همه طرف­ها مهم است تا نیازهایشان برآورده شود. خرید به معنای امروزی آن از معامله صرف خرید و فروش فراتر رفته و ابعاد دیگری را نیز شامل می­شود. برای مثال آندرهیل (1999) توضیح می­دهد که خرید فراتر از خرید چیزی است که خریداران به آن نیاز دارند و بسته به ترکیبی از حواس - دیدن، بوییدن، چشیدن، شنیدن و حتی چشیدن شامل پذیرش آن­ها از محصول، نام تجاری یا فروشگاه ها می­باشد. به گفته دهولاکیا (1999)، خرید به برقراری تماس فیزیکی با مرکز خرید یا مرکز خرید می­پردازد، به نحوی که انجام کارها را با تفریح و سرگرمی همراه می­کند. برای برخی از محققان، به عنوان مثال، سوث و اسپیتز (1994)، فرام و اکسلرود (1990) خرید به عنوان یک فعالیت جنسیتی در نظر گرفته می­شود که در آن زنان مسئولیت خرید خانگی را بر عهده دارند (هابوش، 2013).

[1] . Baudrillard

[2] . Nasir

[3] . Terho

[4] . Hall

2-1-1- مفهوم خرید. 4

2-1-2- مفهوم رفتار خرید. 5

2-1-3- تمایل به خرید. 6

2-1-4- تمایل مصرف کننده به خرید آنلاین.. 9

2-1-5- عوامل مؤثر بر رفتار خرید آنلاین.. 12

2-1-5-1- تعامل با مصرف کننده 12

2-1-5-2- تبلیغات دهان به دهان. 12

2-1-5-3- نفوذ اجتماعی.. 13

2-1-5-4- ویژگیهای اجتماعی و اقتصادی.. 13

2-1-5-5- نگرش خرید. 14

2-1-5-6- رابطه بین رفتارهای خرید در فروشگاه و آنلاین.. 14

2-1-5-7- عوامل پاندمی.. 15

2-1-6- عوامل محدودکننده رفتار خرید آنلاین.. 16

2-1-6-1- امنیت و حریم خصوصی.. 19

2-1-6-2- اعتماد. 20

2-1-6-3- طراحی وبسایت.. 20

2-1-6-4- ریسک درک شده 22

2-1-6-5- عدم راحتی.. 23

2-1-6-6- کنترل و خودمختاری.. 23

2-1-6-7- فردیت و هویت.. 24

2-1-6-8- موانع مربوط به مصرفکننده 25

2-1-6-8-1- جنسیت.. 25

2-1-6-8-2- سن.. 25

2-1-6-8-3- آموزش و تحصیلات.. 26

2-1-6-8-4- درآمد. 26

2-2- پیشینه پژوهش... 28

2-2-1- پیشینه داخلی.. 28

2-2-2- پیشینه خارجی.. 32

منابع. 36

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