Online behaviour of Iranian Fashion customer

Online behaviour of Iranian Fashion customer | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Online behaviour of Iranian Fashion customer Siamak Nazemi This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-6358287/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Purpose: Customer behavior in all regions is influenced by various factors such as economic conditions, culture, trends, and age diversity of the population. These factors result in unique customer behaviors in each region. Additionally, Iranian fashion customer behavior on social media is different due to certain limitations imposed by Iran's social and political culture. Design and methodology: In this study, the behaviour of Iranian fashion customers was investigated and their behaviour in 2025 forecasted. First, interviews with 10 fashion experts were conducted. Then, a questionnaire was prepared and sent to more than 500 people of different ages and locations. Out of these, 335 people responded. In the final stage, their responses were analysed to predict the next year's customer behaviour. Finding: In conclusion, it was understood that economic crises have led fashion buyers to make more mindful purchasing decisions, with a greater inclination towards fast fashion over luxury brands. Additionally, the analysis of online purchases shows that more than 85 percent of fashion customers prefer to buy from Instagram pages due to their ability to import fashion goods from Western brands. Marketing Iranian Fashion questionary forecasting customer behaviour Figures Figure 1 Introduction Iran is an ancient country located in the Middle East with a unique culture and behavior. More than 89 million people live in the country, with 70 percent of the population residing in urban areas. Approximately 45 percent of Iranians are under the age of 35, which indicates their strong interest in fashion compared to other age groups. Most people's fashion preferences are influenced by Western countries, and they try to follow Western trends each season. The country has faced high inflation for more than 46 years, with annual inflation rates ranging from 30 to 60 percent. The capital city of Iran is Tehran, home to over 7 million people; including the surrounding areas, around 15 million people live or work in Tehran. After Tehran, the most populous cities in Iran are Mashhad, Isfahan, Tabriz, Karaj, and Shiraz. Fashion customer behavior in each region is influenced by various factors such as culture, economy, politics, and history. In Iran, political views, especially regarding fashion items, have led to unique behavior among people, particularly for women's wear. For the government, fashion is a priority, especially concerning women's outerwear. They often sign resolutions to direct attention to women's wear. Additionally, due to political regulations, women are required to wear the mandatory Hijab. On the other hand, the tendency of Iranian people to wear Western fashion trends is more prevalent compared to other countries in the region due to historical and cultural perspectives. This creates a challenge for the government in controlling fashion preferences, which often diverge from their views. According to online statistics, 76.8% of Iranians have internet access. Instagram is the most popular social media platform, with 82% of users, followed by Pinterest with 10.11% of users. Recently, X users have doubled, reaching 4% of users According to the McKinsey report on fashion customer behavior in 2025, they predict that customer confidence and the appetite to spend will be the primary challenges for the fashion industry. Additionally, geopolitical instability (with Iran being at the centre of this factor), economic volatility, inflation, and supply chain disruptions will be significant challenges. The report also forecasts a shift in fashion buyer behavior from luxury to non-luxury brands, more mindful purchasing decisions, less online shopping, and an increase in physical store purchases. The "silver age" demographic will gain more attention, and the use of AI for product searches will become more prevalent in the fashion industry. For predicting customer behavior, Icek Ajzen suggested in 1991 that three factors could help: attitudes toward the behavior, subjective norms, and perceived behavioral control. The first factor, attitudes toward the behavior, refers to the degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior. The second factor, subjective norms, refers to an individual's perception of social pressure (e.g., from friends, family, or colleagues) to comply (or not) with a specific behavior. Finally, perceived behavioral control (PBC) denotes a person’s perception of how simple or difficult it is to perform a specific behavior, or the degree of difficulty in carrying out the behavior. In Iran, due to government pressure, people often refrain from expressing their beliefs and attitudes, especially in the fashion sector. To work for the government, individuals must align with its beliefs. Consequently, survey respondents may not fully express their true beliefs. However, recent trends show that Gen Z exhibits different behavior. They are more courageous than previous generations, having grown up in a different atmosphere, and are less willing to work for the government. This shift is changing the societal atmosphere, particularly in the fashion sector. In this study, a survey was distributed to fashion customers across the country, and 312 respondents participated. In the final section, the discussion focuses on predicting fashion customer behavior in 2025 using Ajzen's method. Background of study Richard Blasé et al. conducted a study in 2023 titled "How the Fear of Missing Out Drives Purchase Intentions in the Fast Fashion Industry." They surveyed 650 participants in Switzerland and the USA and found that brand credibility was the most important factor for buyers in the fast fashion market. The study revealed that FOMO (fear of missing out) and brand credibility negatively influence each other, meaning that customers with strong FOMO have less interest in brand credibility. Shelley Haines and Seung Hwan (Mark) Lee conducted a study in 2021 on the emotional and shopping behavior of fashion buyers to classify their behavior patterns. They sent a questionnaire to 182 people in the US and used cluster analysis to understand their behavior. Finally, they classified three types of fashion buyers: Distressed and Self-Oriented, Warm and Thrifty, and Cold and Frivolous. Song-yi Youn and et al in 2021 worked together on changing behaviour of customers during the COVID and reveal that online purchase increase during COVID which was results of fear of pandemic in contrast McKensie report for 2025 shows that after pandemic attended to buy in store was increased. Khoa Tran et al. conducted a study in 2022 on the knowledge and attitudes towards eco-friendly fashion among Vietnam's Gen Z. They used a mixed-methods approach with thematic analysis and the SEM-PLS technique. Analysing 313 participants, they found that quality and service were more important factors for Vietnam's Gen Z than green products. Rosa Maria Dangelico et al. conducted a study in 2022 on the attitudes of Italian fashion customers towards sustainable fashion products. They analyzed 2,694 survey responses and found that customers familiar with green products were more willing to pay a premium price for sustainable fashion. This finding suggests that policymakers should increase transparency about their green products to encourage more sustainable purchasing behavior. In a 2025 study by Abdelsalam Busalim et al., the resistance of customers to fashion sustainability was examined through Indian and USA customers. The study investigated 745 customers from both countries and revealed that culture, values, image, and social risk were significant barriers for fashion buyers. In 2025, Hongyan Wu and Fei Yu conducted a study on different types of live streaming and their impact on customer behavior in purchasing fashion products. They gathered information from 486 customers via a survey and found that professional live-streaming marketing (PLSM) is more effective in stimulating consumers' intention to purchase formal clothing compared to entertainment live-streaming marketing (ELSM). In 2025, Naoya Kamada conducted a study on lean inventory strategy among fashion retailers. The sample included Japanese trade and industry data from 2005 to 2019, comprising 807 observations from 57 fashion retailers operating in the country. The study revealed that the lean inventory strategy positively affects fashion retail companies' profitability only when IT intensity is greater than zero. In 2025, Veya Seekis et al. conducted a study on the positive body image in-store shopping experience for women as a form of therapy. They sent a questionnaire to 642 Western women who had in-store shopping experience. The study revealed that mid-size and plus-size women were more likely than straight-size women to report lower body appreciation. This led to a greater desire for guidance from staff about styles, but a lower likelihood to approach them, higher discomfort when going up a size, and lower confidence when trying on clothes. On the other hand, straight-size women generally felt more comfortable and confident while shopping for clothes in-store. The study also found a direct link between clothing size and lower purchase intentions without in-store representation; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery. Hypothesis development Customer attitude In this hypothesis, the willingness of customers to buy fashion products is discussed, focusing on which factors have a positive or negative impact on this hypothesis. Hypothesis 1 fashion trends has a positive impact of decision of fashion customer to buy product. Trends in fashion are one of the most important factors for fashion customers when buying products. To understand this behavior, two different items were discovered: how much fashion customers discuss new trends in the fashion industry on social media, and how much trendy fashion brands operate in the Iranian fashion environment. These two items indicate how much fashion buyers want to stay trendy. Hypothesis 2 The desire to appear beautiful and handsome in public has a positive effect on fashion buyers. To understand this behavior, a survey was sent to fashion buyers, and their responses were analyzed. The analysis suggests that when people want to look attractive in public, they are more likely to buy fashion products, leading to an increase in fashion product purchases. Hypothesis 3 people believe has a positive or negative impact on fashion buyers. For example, if people care about others' opinions, it may negatively affect their fashion trends. Conversely, if they want to conform to others, they may not buy as many products. subjective norms Hypothesis 1 Government laws and regulations have a negative impact on fashion buyers. For example, the mandatory hijab in Iran has led to a decreased willingness to buy certain fashion items. Additionally, interest in fashion styles such as street style, gothic, and other styles that cannot be worn in public has also decreased. Hypothesis 2 The culture of society has a positive or negative impact on fashion buyers. In Iran, people tend to adopt Western fashion trends, which increases their willingness to follow these trends. Additionally, societal treatment and the emphasis on beauty, especially in urban areas, make people more fashionable. perceived behavioral control Hypothesis 1 Fashion buyer budget has a negative impact. In Iran, due to the economic crisis, people's incomes have decreased, leading to a reduced budget for fashion products in their shopping baskets. Hypothesis 2 Brand credibility has a positive impact on fashion buyers. In Iran, due to the ban on importing Western brands, many young Iranian brands have entered the market. However, some of these brands do not have enough credibility for fashion buyers. Hypothesis 3 Sales and promotions of brands have a positive impact on fashion buyers. Due to the recent economic crisis, the price of products has become very important for fashion buyers. Promotions and sales have increased the willingness to purchase fashion products during this time. Figure 1 illustrates the model of Iranian fashion customer behavior based on the hypotheses defined in this study for predicting their behavior in 2025. Methodology This study was conducted between July 2024 and November 2024. In the first step, an open-ended questionnaire conversation was conducted with the marketing managers of 10 Iranian fashion brands, particularly those working in the women's sector. The most important factors for choosing these brands were the number of stores, online shops, and e-commerce capabilities. All 10 brands had more than 10 stores across the country and sold their products through online platforms with e-commerce capabilities. This conversation helped identify key factors affecting the behavior of Iranian fashion customers. Subsequently, a closed-ended questionnaire was prepared and distributed both online and offline to fashion customers nationwide. The estimated time to complete the questionnaire was approximately 10 minutes. The questionnaire consisted of three sections: the first section introduced the respondents, the second section focused on their beliefs, and the third section addressed their buying behavior. More than 500 people received the questionnaire through the online and offline invitation process, but only 312 responded. In the final steps, structural equation modeling (SEM) was used to analyze the questionnaire. For better understanding, the likelihood model AMOS 25.0 was used, and confirmatory factor analysis (CFA) was assessed. Results According to interviews with 10 CEOs of fashion brands, three main points were identified as crucial. The first point is the customer situation, which includes factors such as geography, age, gender, and education. The second important point is the image and position of the brands. The third point is the beliefs of the customers. Based on these three main points, a questionnaire was structured and sent to their customers. Table 1 illustrates the sociodemographic characteristics of the respondents, including age, education, gender, income, and living location. Table 1 indicates that the respondents' widespread acceptance in this study provides a strong basis for comprehensive analysis. Table 1 Socio-demographic characteristics of respondents (N = 312). Frequently Percentage Gender Male Female 112 36 200 64 Age 15–20 54 17 20–30 175 56 30–40 50 16 40–50 23 7 50–60 8 2 Above 60 2 1 Education Diploma 65 20 Bachelor 180 57 Master 52 16 PHd 15 4 Relationship status In a relation 40 12 Married 130 41 Single 142 45 Income (monthly) Without income( depended on their family ) 50 16 200–300 $ 161 51 300–400 $ 71 22 More than 400 $ 30 9 City Tehran 150 48 Karaj 47 15 Ahvaz 42 13 Tabriz 18 5 Shiraz 32 10 Mashad 9 2 Isfahan 14 4 In Table 2 , the important factors affecting the willingness to purchase for fashion buyers are ranked. The questionnaire asked respondents to rate several factors that influence their attitude to buy, using a scale from 1 (poor) to 5 (highly important). The responses were then gathered and analyzed using SPSS. Table 2 reveals that during the recent economic crisis, wise purchasing became more important for Iranian fashion buyers. They tried to buy their needs during discounts and promotions. Quality was very important to them, but price was less significant. Their behavior changed; they followed fashion trends, and brand names became very important to them. Table 2 Rated factors influencing Iranian fashion buyers. Please rate the importance of the following factors that affect your willingness to buy fashion products? Mean Standard Deviation Promotion and discount 4.45 0.823 Quality 4.1 0.855 Design 3.86 0.991 Brand Name 3.77 0.962 Other Opinion 3.31 0.992 Trend Style 3.43 0.101 Price 3.3 0.121 Shop environment 3.15 0.110 In Table 3 , the online behavior of Iranian fashion buyers is shown. Several items were asked, including whether they made online purchases for fashion items, if they followed Iranian fashion brands, which international brands were their favorite, which fashion brands they followed, if they read comments on social media, and which sites they used for online purchases. This data shows that most Iranian fashion buyers have internet access and online shopping experience. However, they prefer to follow major Western brands. They like luxury brands, but due to economic problems and sanctions, they cannot purchase from big fashion companies in Iran and only view them on social media. They want to learn more about fashion brands and follow trends. Table 3 Online behaviour of Iranian Fashion Buyers Frequently Percentage Have you had an online purchase experience with fashion items? Yes 265 85 No 47 15 Have you followed any Iranian fashion brands on social media? Yes 112 36 No 200 64 Have you followed any Fast fashion brands on social media? Yes 162 52 No 150 48 Have you followed any Luxary fashion brands on social media? Yes 210 67 No 102 33 Do you read comments on fashion posts on social media? Yes 98 32 No 214 68 Do you listen to fashion podcast? Yes 81 26 No 231 74 Which sites do you use for purchasing fashion items? Instagram pages 210 67.3 Bonimode 54 17.3 Digistyle 26 8.3 Snap 15 4.8 Amazon 7 2.2 Table 3 shows the beliefs of respondents and how their thoughts impact their buying behavior, especially in the fashion sector. In some religions, such as Islam, followers adhere to certain moral guidelines, which influence their fashion behavior and make it different from others. Table 3 thoughts of respondents Frequently Percentage Do you believe in god? Yes 290 92 No 22 8 Do you follow Islam regulation? Yes 52 17 No 260 83 DO you believe in Islam? Yes 79 26 No 233 74 Do you care about your family? Yes 272 87 No 40 13 Do you care about other opinion? Yes 63 21 No 249 79 Table 3 shows that most Iranian fashion buyers do not have religious insights. They think less about others' opinions, but most of them believe in God. In Table 4 , the model to test the hypothesis using structural equation modeling (SEM) is presented. This model helps to understand the relationships between each item. The following abbreviations are used in this table: Fashion Trends (FT) Willingness to Elegance (WE) Customer Beliefs (CB) Mandatory Hijab Law (MHL) Western Brand Ban from Market (WBB) Culture of Society (CS) Customer Pocket (CP) Brand Credibility (BC) Sales and Promotion (SP) Buyer Intention (BI) Table 4 structural equation model coefficient Standardized coefficients FT→BI 0.412 CB→BI -0.012 MHL→BI -0.231 WBB→BI -0.103 CS→BI 0.009 CP→BI -0.321 BC→BI 0.145 SP→BI 0.454 Control Variable Age→BI -0.210 Income→BI -0.012 Gender→BI 0.005 Religion→BI -0.104 Brand→BI 0.179 Store→BI 0.219 Note. N = 312; Model fit (χ 2 = 600.482 [df = 108] (p = 0.000), CFI = 0.984, GFI = 0.986, TLI = 0.945, RMSEA = 0.042, SRMR = 0.021). Sales and promotion play the most crucial role in buying intentions. The second factor is the fashion trend for fashion buyers, while brand credibility is a third positive factor. On the other hand, cultural aspects of society, the ban on Western brands in the market, mandatory hijab, and customer beliefs negatively impact buying intentions. Age plays an important role in purchasing fashion products. In the younger generation, the intention to buy fashion items increases, but due to their relatively lower income compared to older generations, they spend less on fashion. On the other hand, older generations buy fewer fashion items but spend more money on them. Gender also plays a significant role in fashion buying intentions, with women generally being more willing to buy fashion items. Religion can have a negative impact, as people with strong beliefs tend to have a lower inclination to buy fashion products. Additionally, the brand and store decoration significantly increase customer attitude towards purchasing products Conclusion In this study, after interviewing fashion customers and analyzing their needs, it was understood that the most important factors for them are discounts and promotions. This suggests that they try to buy products wisely, and brands need to pay attention to pricing for the next year. They should have plans in place to satisfy their customers, who have high expectations for quality and beauty but lower purchasing power. It is crucial for brands to consider both sides of this formula. For example, if they focus solely on price and reduce quality, it could lead to losing their customers. In other words, their budget is crucial for fashion brands, especially after nearly 46 years of high inflation. Customers' purchasing power has decreased, affecting their behavior. In most interviews, they mentioned that the price of the product was not their priority, but during these times, the portion of their budget for fashion items was smaller than before. Another factor that can balance this is age. Most fashion buyers in the younger generation pay less attention to this portion of their budget for fashion items. Their desire to look handsome and gorgeous drives them to buy more fashion items. Other factors such as brand credibility, store design, and the behavior of retail staff play important roles in customers' attitudes towards buying. They like to be in wonderful environments and listen to good music during their purchasing process. However, these factors are not their priority. The most important factors are economic conditions and price. If brands want to survive this year, they should have a great strategy for their pricing and promotional campaigns. Women are more willing to buy fashion items compared to men. This factor could push most fashion brands to produce their products for women, potentially making the competition for survival in this segment very tough. Perhaps they should consider making their fashion items more ageless and designing for both genders. The online behavior of fashion lovers shows that they use social media to spread and gather information. The most popular platforms are Instagram and WhatsApp. Online purchases of fashion items decreased after the pandemic, but many are still willing to buy from Instagram pages because these pages distribute fashion items from Western brands, which are banned in the Iranian market. Declarations This study, Online behaviour of Iranian Fashion Customer, has been reviewed and approved by the Science and Culture University Ethics Committee. The research adheres to the ethical guidelines set forth by the [ Science and Culture University ] and complies with all relevant regulations governing human research. Acknowledgments . We sincerely express our deepest gratitude to Dr. Bagherzadeh for his incredible contributions and guidance at Amirkabir University. His expertise and support have been invaluable to our work. We also wish to extend our heartfelt thanks to Dr. Ghasemian at Science and Culture University for her remarkable efforts and insights. Their dedication and contributions have greatly enriched this manuscript Funding : this research did not receive any specific grant or financial support from funding agencies, organizations, or institutions. Conflict of interest : The authors declare that there are no conflicts of interest associated with this manuscript Ethics approval and consent to participate : Informed consent was obtained from all participants involved in the study. The authors affirm that this manuscript represents original work and has not been published or submitted elsewhere. All authors have read and approved the final version of the manuscript and consent to its submission for publication in SN Business & Economics Data availability :This research did not receive any specific grant or financial support from funding agencies, organizations, or institutions. All data supporting the findings of this study are fully available and will be provided upon reasonable request Data Link : The data supporting the findings of this study are fully available at https://forms.gle/6UgVrrkwkUKYTLMY8 [Siamak Nazemi]: Contributed to the conceptualization, methodology, and supervision of the research. [Fahimeh Zarezadeh]: Involved in data collection, analysis, and interpretation. [Bita Bahramighasr]: Drafted and revised the manuscript critically for important intellectual content. [Niloufar Iranpour]: Assisted in data collection and provided input for the final approval of the manuscript. References Aliabadi Zadeh, D., & Nazemi, S. (2022). 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Lean inventory strategy and fashion retailers’ profitability: exploring the moderating effects of information technology intensity. Journal of Fashion Marketing and Management: An International Journal , 29 (3), 480-495. https://doi.org/10.1108/JFMM-05-2024-0194 Mason, M. C., Pauluzzo, R., & Umar, R. M. (2022). Recycling habits and environmental responses to fast-fashion consumption: Enhancing the theory of planned behavior to predict Generation Y consumers’ purchase decisions. Waste Management , 139 , 146-157. Mason, M. C., Pauluzzo, R., & Umar, R. M. (2022). Recycling habits and environmental responses to fast-fashion consumption: Enhancing the theory of planned behavior to predict Generation Y consumers’ purchase decisions. Waste Management , 139 , 146-157. Mohammed, V., & Razé, A. (2023). Towards sustainable fashion consumption: An exploratory study of consumer behavior in a developing country. Journal of Sustainable Marketing , 4 (1), 90-109. Nazemi, S., & Bagherzade, R. (2021). Identifying and ranking new product factors of fashion industry (case study Iranian menswear brand). Communications in Development and Assembling of Textile Products , 2 (1), 40-48. Nazemi, S., Ganji, A., & Bengar, R. A. Effect of Automatic nesting on the usage of fabric in women shirt pattern (case study Gemini and Gerber software). Seekis, V., Yager, Z., & Paas, K. (2025). Retail therapy? The role of positive body image in women’s clothing experiences and preferences for in-store shopping environments. Journal of Fashion Marketing and Management: An International Journal , 29 (2), 214-230. https://doi.org/10.1108/JFMM-01-2024-0002 Shrivastava, A., Jain, G., Kamble, S. S., & Belhadi, A. (2021). Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities. Journal of Cleaner Production , 278 , 123772. Tran, K., Nguyen, T., Tran, Y., Nguyen, A., Luu, K., & Nguyen, Y. (2022). Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfillment, and pro-environmental behavior. Plos one , 17 (8), e0272789. Wu, H., & Yu, F. (2025). Investigating the impact of different types of live-streaming marketing on consumers' intention to purchase clothing. Journal of Fashion Marketing and Management: An International Journal , 29 (3), 411-433. https://doi.org/10.1108/JFMM-01-2024-0015 Youn, S.-y., Lee, J. E., & Ha-Brookshire, J. (2021). Fashion consumers’ channel switching behavior during the COVID-19: Protection motivation theory in the extended planned behavior framework. Clothing and Textiles Research Journal , 39 (2), 139-156. Additional Declarations The authors declare no competing interests. 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More than 89 million people live in the country, with 70 percent of the population residing in urban areas. Approximately 45 percent of Iranians are under the age of 35, which indicates their strong interest in fashion compared to other age groups. Most people\u0026apos;s fashion preferences are influenced by Western countries, and they try to follow Western trends each season.\u003c/p\u003e\n\u003cp\u003eThe country has faced high inflation for more than 46 years, with annual inflation rates ranging from 30 to 60 percent. The capital city of Iran is Tehran, home to over 7 million people; including the surrounding areas, around 15 million people live or work in Tehran. After Tehran, the most populous cities in Iran are Mashhad, Isfahan, Tabriz, Karaj, and Shiraz.\u003c/p\u003e\n\u003cp\u003eFashion customer behavior in each region is influenced by various factors such as culture, economy, politics, and history. In Iran, political views, especially regarding fashion items, have led to unique behavior among people, particularly for women\u0026apos;s wear. For the government, fashion is a priority, especially concerning women\u0026apos;s outerwear. They often sign resolutions to direct attention to women\u0026apos;s wear. Additionally, due to political regulations, women are required to wear the mandatory Hijab.\u003c/p\u003e\n\u003cp\u003eOn the other hand, the tendency of Iranian people to wear Western fashion trends is more prevalent compared to other countries in the region due to historical and cultural perspectives. This creates a challenge for the government in controlling fashion preferences, which often diverge from their views.\u003c/p\u003e\n\u003cp\u003eAccording to online statistics, 76.8% of Iranians have internet access. Instagram is the most popular social media platform, with 82% of users, followed by Pinterest with 10.11% of users. Recently, X users have doubled, reaching 4% of users\u003c/p\u003e\n\u003cp\u003eAccording to the McKinsey report on fashion customer behavior in 2025, they predict that customer confidence and the appetite to spend will be the primary challenges for the fashion industry. Additionally, geopolitical instability (with Iran being at the centre of this factor), economic volatility, inflation, and supply chain disruptions will be significant challenges. The report also forecasts a shift in fashion buyer behavior from luxury to non-luxury brands, more mindful purchasing decisions, less online shopping, and an increase in physical store purchases. The \u0026quot;silver age\u0026quot; demographic will gain more attention, and the use of AI for product searches will become more prevalent in the fashion industry.\u003c/p\u003e\n\u003cp\u003eFor predicting customer behavior, Icek Ajzen suggested in 1991 that three factors could help: attitudes toward the behavior, subjective norms, and perceived behavioral control. The first factor, attitudes toward the behavior, refers to the degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior. The second factor, subjective norms, refers to an individual\u0026apos;s perception of social pressure (e.g., from friends, family, or colleagues) to comply (or not) with a specific behavior. Finally, perceived behavioral control (PBC) denotes a person\u0026rsquo;s perception of how simple or difficult it is to perform a specific behavior, or the degree of difficulty in carrying out the behavior.\u003c/p\u003e\n\u003cp\u003eIn Iran, due to government pressure, people often refrain from expressing their beliefs and attitudes, especially in the fashion sector. To work for the government, individuals must align with its beliefs. Consequently, survey respondents may not fully express their true beliefs. However, recent trends show that Gen Z exhibits different behavior. They are more courageous than previous generations, having grown up in a different atmosphere, and are less willing to work for the government. This shift is changing the societal atmosphere, particularly in the fashion sector.\u003c/p\u003e\n\u003cp\u003eIn this study, a survey was distributed to fashion customers across the country, and 312 respondents participated. In the final section, the discussion focuses on predicting fashion customer behavior in 2025 using Ajzen\u0026apos;s method.\u0026nbsp;\u003c/p\u003e"},{"header":"Background of study","content":"\u003cp\u003eRichard Blasé et al. conducted a study in 2023 titled \"How the Fear of Missing Out Drives Purchase Intentions in the Fast Fashion Industry.\" They surveyed 650 participants in Switzerland and the USA and found that brand credibility was the most important factor for buyers in the fast fashion market. The study revealed that FOMO (fear of missing out) and brand credibility negatively influence each other, meaning that customers with strong FOMO have less interest in brand credibility.\u003c/p\u003e \u003cp\u003eShelley Haines and Seung Hwan (Mark) Lee conducted a study in 2021 on the emotional and shopping behavior of fashion buyers to classify their behavior patterns. They sent a questionnaire to 182 people in the US and used cluster analysis to understand their behavior. Finally, they classified three types of fashion buyers: Distressed and Self-Oriented, Warm and Thrifty, and Cold and Frivolous.\u003c/p\u003e \u003cp\u003eSong-yi Youn and et al in 2021 worked together on changing behaviour of customers during the COVID and reveal that online purchase increase during COVID which was results of fear of pandemic in contrast McKensie report for 2025 shows that after pandemic attended to buy in store was increased.\u003c/p\u003e \u003cp\u003eKhoa Tran et al. conducted a study in 2022 on the knowledge and attitudes towards eco-friendly fashion among Vietnam's Gen Z. They used a mixed-methods approach with thematic analysis and the SEM-PLS technique. Analysing 313 participants, they found that quality and service were more important factors for Vietnam's Gen Z than green products.\u003c/p\u003e \u003cp\u003eRosa Maria Dangelico et al. conducted a study in 2022 on the attitudes of Italian fashion customers towards sustainable fashion products. They analyzed 2,694 survey responses and found that customers familiar with green products were more willing to pay a premium price for sustainable fashion. This finding suggests that policymakers should increase transparency about their green products to encourage more sustainable purchasing behavior.\u003c/p\u003e \u003cp\u003eIn a 2025 study by Abdelsalam Busalim et al., the resistance of customers to fashion sustainability was examined through Indian and USA customers. The study investigated 745 customers from both countries and revealed that culture, values, image, and social risk were significant barriers for fashion buyers.\u003c/p\u003e \u003cp\u003eIn 2025, Hongyan Wu and Fei Yu conducted a study on different types of live streaming and their impact on customer behavior in purchasing fashion products. They gathered information from 486 customers via a survey and found that professional live-streaming marketing (PLSM) is more effective in stimulating consumers' intention to purchase formal clothing compared to entertainment live-streaming marketing (ELSM).\u003c/p\u003e \u003cp\u003eIn 2025, Naoya Kamada conducted a study on lean inventory strategy among fashion retailers. The sample included Japanese trade and industry data from 2005 to 2019, comprising 807 observations from 57 fashion retailers operating in the country. The study revealed that the lean inventory strategy positively affects fashion retail companies' profitability only when IT intensity is greater than zero.\u003c/p\u003e \u003cp\u003eIn 2025, Veya Seekis et al. conducted a study on the positive body image in-store shopping experience for women as a form of therapy. They sent a questionnaire to 642 Western women who had in-store shopping experience. The study revealed that mid-size and plus-size women were more likely than straight-size women to report lower body appreciation. This led to a greater desire for guidance from staff about styles, but a lower likelihood to approach them, higher discomfort when going up a size, and lower confidence when trying on clothes. On the other hand, straight-size women generally felt more comfortable and confident while shopping for clothes in-store. The study also found a direct link between clothing size and lower purchase intentions without in-store representation; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery.\u003c/p\u003e\n\u003ch3\u003eHypothesis development\u003c/h3\u003e\n\u003cp\u003eCustomer attitude\u003c/p\u003e \u003cp\u003eIn this hypothesis, the willingness of customers to buy fashion products is discussed, focusing on which factors have a positive or negative impact on this hypothesis.\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 1\u003c/strong\u003e \u003c/p\u003e\u003cp\u003efashion trends has a positive impact of decision of fashion customer to buy product.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003eTrends in fashion are one of the most important factors for fashion customers when buying products. To understand this behavior, two different items were discovered: how much fashion customers discuss new trends in the fashion industry on social media, and how much trendy fashion brands operate in the Iranian fashion environment. These two items indicate how much fashion buyers want to stay trendy.\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 2\u003c/strong\u003e \u003c/p\u003e\u003cp\u003eThe desire to appear beautiful and handsome in public has a positive effect on fashion buyers. To understand this behavior, a survey was sent to fashion buyers, and their responses were analyzed. The analysis suggests that when people want to look attractive in public, they are more likely to buy fashion products, leading to an increase in fashion product purchases.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 3\u003c/strong\u003e \u003c/p\u003e\u003cp\u003epeople believe has a positive or negative impact on fashion buyers. For example, if people care about others' opinions, it may negatively affect their fashion trends. Conversely, if they want to conform to others, they may not buy as many products.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003esubjective norms\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 1\u003c/strong\u003e \u003c/p\u003e\u003cp\u003eGovernment laws and regulations have a negative impact on fashion buyers. For example, the mandatory hijab in Iran has led to a decreased willingness to buy certain fashion items. Additionally, interest in fashion styles such as street style, gothic, and other styles that cannot be worn in public has also decreased.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 2\u003c/strong\u003e \u003c/p\u003e\u003cp\u003eThe culture of society has a positive or negative impact on fashion buyers. In Iran, people tend to adopt Western fashion trends, which increases their willingness to follow these trends. Additionally, societal treatment and the emphasis on beauty, especially in urban areas, make people more fashionable.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003eperceived behavioral control\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 1\u003c/strong\u003e \u003c/p\u003e\u003cp\u003eFashion buyer budget has a negative impact. In Iran, due to the economic crisis, people's incomes have decreased, leading to a reduced budget for fashion products in their shopping baskets.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 2\u003c/strong\u003e \u003c/p\u003e\u003cp\u003eBrand credibility has a positive impact on fashion buyers. In Iran, due to the ban on importing Western brands, many young Iranian brands have entered the market. However, some of these brands do not have enough credibility for fashion buyers.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003e \u003cstrong\u003eHypothesis 3\u003c/strong\u003e \u003c/p\u003e\u003cp\u003eSales and promotions of brands have a positive impact on fashion buyers. Due to the recent economic crisis, the price of products has become very important for fashion buyers. Promotions and sales have increased the willingness to purchase fashion products during this time.\u003c/p\u003e \u003cp\u003e\u003c/p\u003e \u003cp\u003eFigure \u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e illustrates the model of Iranian fashion customer behavior based on the hypotheses defined in this study for predicting their behavior in 2025.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e "},{"header":"Methodology","content":"\u003cp\u003eThis study was conducted between July 2024 and November 2024. In the first step, an open-ended questionnaire conversation was conducted with the marketing managers of 10 Iranian fashion brands, particularly those working in the women's sector. The most important factors for choosing these brands were the number of stores, online shops, and e-commerce capabilities. All 10 brands had more than 10 stores across the country and sold their products through online platforms with e-commerce capabilities. This conversation helped identify key factors affecting the behavior of Iranian fashion customers.\u003c/p\u003e\u003cp\u003eSubsequently, a closed-ended questionnaire was prepared and distributed both online and offline to fashion customers nationwide. The estimated time to complete the questionnaire was approximately 10 minutes. The questionnaire consisted of three sections: the first section introduced the respondents, the second section focused on their beliefs, and the third section addressed their buying behavior.\u003c/p\u003e\u003cp\u003eMore than 500 people received the questionnaire through the online and offline invitation process, but only 312 responded.\u003c/p\u003e\u003cp\u003eIn the final steps, structural equation modeling (SEM) was used to analyze the questionnaire. For better understanding, the likelihood model AMOS 25.0 was used, and confirmatory factor analysis (CFA) was assessed.\u003c/p\u003e"},{"header":"Results","content":"\u003cp\u003eAccording to interviews with 10 CEOs of fashion brands, three main points were identified as crucial. The first point is the customer situation, which includes factors such as geography, age, gender, and education. The second important point is the image and position of the brands. The third point is the beliefs of the customers. Based on these three main points, a questionnaire was structured and sent to their customers.\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e illustrates the sociodemographic characteristics of the respondents, including age, education, gender, income, and living location.\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e indicates that the respondents' widespread acceptance in this study provides a strong basis for comprehensive analysis.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eSocio-demographic characteristics of respondents (N\u0026thinsp;=\u0026thinsp;312).\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFrequently\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePercentage\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eGender\u003c/p\u003e \u003cp\u003eMale\u003c/p\u003e \u003cp\u003eFemale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e112\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e36\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e200\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e64\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAge\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e15\u0026ndash;20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e54\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e17\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e20\u0026ndash;30\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e175\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e56\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e30\u0026ndash;40\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e50\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e16\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e40\u0026ndash;50\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e23\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e7\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e50\u0026ndash;60\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAbove 60\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEducation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDiploma\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e65\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBachelor\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e180\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e57\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMaster\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e52\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e16\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePHd\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e15\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eRelationship status\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIn a relation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e40\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e12\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMarried\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e130\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e41\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSingle\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e142\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e45\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIncome (monthly)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eWithout income( depended on their family )\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e50\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e16\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e200\u0026ndash;300 \u003cspan\u003e$\u003c/span\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e161\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e51\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e300\u0026ndash;400 \u003cspan\u003e$\u003c/span\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e71\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e22\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMore than 400 \u003cspan\u003e$\u003c/span\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e30\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e9\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTehran\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e150\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e48\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eKaraj\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e47\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e15\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAhvaz\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e42\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e13\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTabriz\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e18\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e5\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eShiraz\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e32\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e10\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMashad\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIsfahan\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e14\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eIn Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e, the important factors affecting the willingness to purchase for fashion buyers are ranked. The questionnaire asked respondents to rate several factors that influence their attitude to buy, using a scale from 1 (poor) to 5 (highly important). The responses were then gathered and analyzed using SPSS.\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e reveals that during the recent economic crisis, wise purchasing became more important for Iranian fashion buyers. They tried to buy their needs during discounts and promotions. Quality was very important to them, but price was less significant. Their behavior changed; they followed fashion trends, and brand names became very important to them.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eRated factors influencing Iranian fashion buyers.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003ePlease rate the importance of the following factors that affect your willingness to buy fashion products?\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMean\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eStandard Deviation\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePromotion and discount\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e4.45\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.823\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eQuality\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e4.1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.855\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDesign\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.86\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.991\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand Name\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.77\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.962\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eOther Opinion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.31\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.992\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTrend Style\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.43\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.101\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePrice\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.121\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eShop environment\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e3.15\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.110\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eIn Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e3\u003c/span\u003e, the online behavior of Iranian fashion buyers is shown. Several items were asked, including whether they made online purchases for fashion items, if they followed Iranian fashion brands, which international brands were their favorite, which fashion brands they followed, if they read comments on social media, and which sites they used for online purchases.\u003c/p\u003e \u003cp\u003eThis data shows that most Iranian fashion buyers have internet access and online shopping experience. However, they prefer to follow major Western brands. They like luxury brands, but due to economic problems and sanctions, they cannot purchase from big fashion companies in Iran and only view them on social media. They want to learn more about fashion brands and follow trends.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eOnline behaviour of Iranian Fashion Buyers\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFrequently\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePercentage\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eHave you had an online purchase experience with fashion items?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e265\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e85\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e47\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e15\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eHave you followed any Iranian fashion brands on social media?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e112\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e36\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e200\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e64\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eHave you followed any Fast fashion brands on social media?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e162\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e52\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e150\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e48\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eHave you followed any Luxary fashion brands on social media?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e210\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e67\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e102\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e33\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eDo you read comments on fashion posts on social media?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e98\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e32\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e214\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e68\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eDo you listen to fashion podcast?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e81\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e26\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e231\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e74\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eWhich sites do you use for purchasing fashion items?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eInstagram pages\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e210\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e67.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBonimode\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e54\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e17.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDigistyle\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e26\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e8.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSnap\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e15\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e4.8\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAmazon\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e2.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e3\u003c/span\u003e shows the beliefs of respondents and how their thoughts impact their buying behavior, especially in the fashion sector. In some religions, such as Islam, followers adhere to certain moral guidelines, which influence their fashion behavior and make it different from others.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003ethoughts of respondents\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFrequently\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePercentage\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eDo you believe in god?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e290\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e92\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e22\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e8\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eDo you follow Islam regulation?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e52\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e17\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e260\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e83\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eDO you believe in Islam?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e79\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e26\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e233\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e74\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eDo you care about your family?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e272\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e87\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e40\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e13\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eDo you care about other opinion?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e63\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e21\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e249\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e79\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e3\u003c/span\u003e shows that most Iranian fashion buyers do not have religious insights. They think less about others' opinions, but most of them believe in God.\u003c/p\u003e \u003cp\u003eIn Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e4\u003c/span\u003e, the model to test the hypothesis using structural equation modeling (SEM) is presented. This model helps to understand the relationships between each item. The following abbreviations are used in this table:\u003c/p\u003e \u003cp\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eFashion Trends (FT)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eWillingness to Elegance (WE)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eCustomer Beliefs (CB)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eMandatory Hijab Law (MHL)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eWestern Brand Ban from Market (WBB)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eCulture of Society (CS)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eCustomer Pocket (CP)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eBrand Credibility (BC)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eSales and Promotion (SP)\u003c/p\u003e \u003c/li\u003e \u003cli\u003e \u003cp\u003eBuyer Intention (BI)\u003c/p\u003e \u003c/li\u003e \u003c/ul\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003estructural equation model coefficient\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"2\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eStandardized coefficients\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFT\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.412\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCB\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.012\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMHL\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.231\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eWBB\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.103\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCS\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.009\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCP\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.321\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBC\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.145\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSP\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.454\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eControl Variable\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAge\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.210\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIncome\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.012\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eGender\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.005\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eReligion\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.104\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBrand\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.179\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eStore\u0026rarr;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.219\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"2\"\u003eNote. N\u0026thinsp;=\u0026thinsp;312; Model fit (χ 2\u0026thinsp;=\u0026thinsp;600.482 [df\u0026thinsp;=\u0026thinsp;108] (p\u0026thinsp;=\u0026thinsp;0.000), CFI\u0026thinsp;=\u0026thinsp;0.984, GFI\u0026thinsp;=\u0026thinsp;0.986, TLI\u0026thinsp;=\u0026thinsp;0.945, RMSEA\u0026thinsp;=\u0026thinsp;0.042, SRMR\u0026thinsp;=\u0026thinsp;0.021).\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eSales and promotion play the most crucial role in buying intentions. The second factor is the fashion trend for fashion buyers, while brand credibility is a third positive factor. On the other hand, cultural aspects of society, the ban on Western brands in the market, mandatory hijab, and customer beliefs negatively impact buying intentions.\u003c/p\u003e \u003cp\u003eAge plays an important role in purchasing fashion products. In the younger generation, the intention to buy fashion items increases, but due to their relatively lower income compared to older generations, they spend less on fashion. On the other hand, older generations buy fewer fashion items but spend more money on them. Gender also plays a significant role in fashion buying intentions, with women generally being more willing to buy fashion items. Religion can have a negative impact, as people with strong beliefs tend to have a lower inclination to buy fashion products. Additionally, the brand and store decoration significantly increase customer attitude towards purchasing products\u003c/p\u003e"},{"header":"Conclusion","content":"\u003cp\u003eIn this study, after interviewing fashion customers and analyzing their needs, it was understood that the most important factors for them are discounts and promotions. This suggests that they try to buy products wisely, and brands need to pay attention to pricing for the next year. They should have plans in place to satisfy their customers, who have high expectations for quality and beauty but lower purchasing power. It is crucial for brands to consider both sides of this formula. For example, if they focus solely on price and reduce quality, it could lead to losing their customers.\u003c/p\u003e \u003cp\u003eIn other words, their budget is crucial for fashion brands, especially after nearly 46 years of high inflation. Customers' purchasing power has decreased, affecting their behavior. In most interviews, they mentioned that the price of the product was not their priority, but during these times, the portion of their budget for fashion items was smaller than before. Another factor that can balance this is age. Most fashion buyers in the younger generation pay less attention to this portion of their budget for fashion items. Their desire to look handsome and gorgeous drives them to buy more fashion items.\u003c/p\u003e \u003cp\u003eOther factors such as brand credibility, store design, and the behavior of retail staff play important roles in customers' attitudes towards buying. They like to be in wonderful environments and listen to good music during their purchasing process. However, these factors are not their priority. The most important factors are economic conditions and price. If brands want to survive this year, they should have a great strategy for their pricing and promotional campaigns.\u003c/p\u003e \u003cp\u003eWomen are more willing to buy fashion items compared to men. This factor could push most fashion brands to produce their products for women, potentially making the competition for survival in this segment very tough. Perhaps they should consider making their fashion items more ageless and designing for both genders.\u003c/p\u003e \u003cp\u003eThe online behavior of fashion lovers shows that they use social media to spread and gather information. The most popular platforms are Instagram and WhatsApp. Online purchases of fashion items decreased after the pandemic, but many are still willing to buy from Instagram pages because these pages distribute fashion items from Western brands, which are banned in the Iranian market.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003eThis study, Online behaviour of Iranian Fashion Customer, has been reviewed and approved by the Science and Culture University Ethics Committee. The research adheres to the ethical guidelines set forth by the [ Science and Culture University ] and complies with all relevant regulations governing human research.\u003c/p\u003e\u003cul\u003e\n \u003cli\u003e\u003cstrong\u003eAcknowledgments\u003c/strong\u003e. We sincerely express our deepest gratitude to Dr. Bagherzadeh for his incredible contributions and guidance at Amirkabir University. His expertise and support have been invaluable to our work. We also wish to extend our heartfelt thanks to Dr. Ghasemian at Science and Culture University for her remarkable efforts and insights. Their dedication and contributions have greatly enriched this manuscript\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eFunding\u003c/strong\u003e: this research did not receive any specific grant or financial support from funding agencies, organizations, or institutions.\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eConflict of interest\u003c/strong\u003e: The authors declare that there are no conflicts of interest associated with this manuscript\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eEthics approval and consent to participate\u003c/strong\u003e: Informed consent was obtained from all participants involved in the study.\u003c/li\u003e\n \u003cli\u003eThe authors affirm that this manuscript represents original work and has not been published or submitted elsewhere. All authors have read and approved the final version of the manuscript and consent to its submission for publication in SN Business \u0026amp; Economics\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eData availability\u003c/strong\u003e :This research did not receive any specific grant or financial support from funding agencies, organizations, or institutions. All data supporting the findings of this study are fully available and \u0026nbsp;will be provided upon reasonable request\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eData Link\u003c/strong\u003e: The data supporting the findings of this study are fully available at https://forms.gle/6UgVrrkwkUKYTLMY8\u0026nbsp;\u003c/li\u003e\n \u003cli\u003e\u0026nbsp;[Siamak Nazemi]: Contributed to the conceptualization, methodology, and supervision of the research.\u003c/li\u003e\n \u003cli\u003e\u0026nbsp;[Fahimeh Zarezadeh]: Involved in data collection, analysis, and interpretation.\u003c/li\u003e\n \u003cli\u003e\u0026nbsp;[Bita Bahramighasr]: Drafted and revised the manuscript critically for important intellectual content.\u003c/li\u003e\n \u003cli\u003e\u0026nbsp;[Niloufar Iranpour]: Assisted in data collection and provided input for the final approval of the manuscript.\u0026nbsp;\u003c/li\u003e\n\u003c/ul\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAliabadi Zadeh, D., \u0026amp; Nazemi, S. 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Fashion consumers\u0026rsquo; channel switching behavior during the COVID-19: Protection motivation theory in the extended planned behavior framework. \u003cem\u003eClothing and Textiles Research Journal\u003c/em\u003e,\u003cem\u003e 39\u003c/em\u003e(2), 139-156. \u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Iranian Fashion, questionary, forecasting, customer behaviour","lastPublishedDoi":"10.21203/rs.3.rs-6358287/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-6358287/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003e\u003cstrong\u003ePurpose:\u003c/strong\u003eCustomer behavior in all regions is influenced by various factors such as economic conditions, culture, trends, and age diversity of the population. These factors result in unique customer behaviors in each region. Additionally, Iranian fashion customer behavior on social media is different due to certain limitations imposed by Iran's social and political culture.\u003c/p\u003e\n\u003cp\u003eDesign and methodology: In this study, the behaviour of Iranian fashion customers was investigated and their behaviour in 2025 forecasted. First, interviews with 10 fashion experts were conducted. Then, a questionnaire was prepared and sent to more than 500 people of different ages and locations. Out of these, 335 people responded. In the final stage, their responses were analysed to predict the next year's customer behaviour.\u003c/p\u003e\n\u003cp\u003eFinding: In conclusion, it was understood that economic crises have led fashion buyers to make more mindful purchasing decisions, with a greater inclination towards fast fashion over luxury brands. Additionally, the analysis of online purchases shows that more than 85 percent of fashion customers prefer to buy from Instagram pages due to their ability to import fashion goods from Western brands.\u003c/p\u003e","manuscriptTitle":"Online behaviour of Iranian Fashion customer","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-04-14 06:57:15","doi":"10.21203/rs.3.rs-6358287/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"488bde9c-b74a-4886-afea-1a74e4c2d533","owner":[],"postedDate":"April 14th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":46555760,"name":"Marketing"}],"tags":[],"updatedAt":"2025-06-17T19:38:20+00:00","versionOfRecord":[],"versionCreatedAt":"2025-04-14 06:57:15","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-6358287","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-6358287","identity":"rs-6358287","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}