A Grounded Theory Model of IT's Role in Consumer Awareness in E-Commerce: A Study of Khuzestan’s Customs Borders

Abstract

This study aims to develop a model for utilizing information technology to enhance consumer awareness in e-commerce at the customs borders of Khuzestan and to examine the interrelationships among the model’s factors, along with practical solutions for leveraging information technology in this context. Adopting a mixed-methods approach, the qualitative phase employed the grounded theory method and conducted in-depth interviews with 18 experts, including academic professionals in information technology, e-commerce company managers, and internet marketing officials to develop the proposed model. In the quantitative phase, the study conducted correlation analysis and calculated effect sizes using structural equation modeling (SEM) for each factor in explaining the role of information technology in increasing consumer awareness of e-commerce. Data collection involved semi-structured, face-to-face interviews in the qualitative phase and a researcher-designed questionnaire in the quantitative phase. Confirmatory factor analysis assessed construct validity, while structural equation modeling (SEM) using SPSS and AMOS software tested relationships between variables. Profit-seeking, which involves selecting the best product at an optimal cost; social motives, which relate to engaging with and obtaining opinions from other consumers; and hedonic motives, which involve virtual browsing to explore available products. Additionally, the study found that the profit-seeking motive aligns with the goal of benefiting from e-commerce, while social and hedonic motives are associated with the exploration of cross-border e-commerce.