EDUCATING THE CONCEPTS OF A GROUNDED THEORY WITH THE CASE OF BRAND ATTACHMENT IN ONLINE SHOPPING BEHAVIOR

The main goal of this study is to educate the theory using the case of online shopping. A grounded theory study was carried out using open, axial, and selective coding methods to analyze the data collected through interviewing. In terms of objective, the study is a fundamental study and as to data gathering method, it was used a non-experimental and a descriptive study. Study population consisted of individuals interested in online shopping who demonstrated such behavior every week. Through 20 interviews, data saturation was realized. The results were presented as a model with six aspects including verbal advertisement (word of mouth), approach, website infrastructure, seller's reputation, technical structure, and brand attachment. These results showed that using the method and teaching the theory of that, will increase the rate of selling.