Presenting the Model of Customer Participation Motivations in Creating Value in the Shoe Industry of East Azarbaijan Province

Abstract

The purpose of this research was to provide a model of customer participation motivations in creating value in the shoe industry of East Azarbaijan province. This research is considered to be of applied and developmental type and will be done using a mixed method (qualitative-quantitative). In terms of the purpose of this research, it is an applied research. In the current research, the researcher will first consider all the factors extracted from the studies as codes, and then by considering the concept of each of these codes, he will categorize them in a similar concept. slow In this way, the concepts (topics) of the research are formed. In the following, the foundation data method is used to summarize the components. Grounded data theory is a general research method for generating theory. The purpose of this method is to present a theory derived from data that has been systematically collected and analyzed during the research process. In this strategy, the collection and analysis of data and the theory that is ultimately deduced from the data are closely related to each other. The statistical population of this research in the qualitative part will include all the researches conducted in the field of internal and external motives of customer participation in value creation, which will be provided by universities, research institutes, conferences, conventions, publications, books, websites, etc. will be The extraction of preliminary concepts is the first step of the meta-combination method, in this way, the articles are first searched and the titles of the articles are selected as criteria, then the search is based on the abstract, and irrelevant articles are discarded. After that, the search is done based on the content and finally appropriate and appropriate articles are extracted. As can be seen, 32 final articles were extracted using metacombination method in this research, based on which preliminary concepts are obtained. The results showed that the presented model was validated using a quantitative approach. For this purpose, the structural equation model and factor loading analysis were used, which led to the validation of the model. The factors were divided into two parts: internal motivations and external motivations, all of which were considered significant at the 95% confidence level. 8 factors were identified as internal motivation and 14 factors as external motivation.