Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Identifying Factors Affecting Purchase Decisions with an Emphasis on Digital Spurs

Document Type : The scientific research paper

Authors
Dariush Zahedan Nobandegan 1
Mohsen Nazari 2
1 Department of Business Administration, Faculty of Business Management,College of Management, University of Tehran (Kish International Campus), Tehran, Iran.
2 Department of Marketing and Market Development, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
JABM.3.2.15564.3515415202
Abstract
The aim of this study is to identify the factors affecting digital spurs (antecedents) and to identify digital spurs affecting purchase decisions (consequences). In this study, a qualitative content analysis strategy was used. Data was extracted through semi-structured interviews with 14 academic specialists and experts using purposive and snowball sampling methods and analyzed with MaxQuda software (2020). Finally, components were extracted and coded according to the interviews, and then the final model was obtained. The findings showed that the antecedents, including the choice of the type of spur, are highly dependent on the background conditions, product features, in-depth knowledge of the target audience, the stage of the purchase path (sales funnel), information content, and the technical platform. The consequences, digital spurs, were classified into eighteen conceptual macro-categories. Among them, social, cognitive, interface design, informational, and motivational triggers were identified as the most effective types. This classification provides a practical framework for digital marketing managers to better understand the impact of each trigger type, allowing them to make smarter decisions in user experience design.
Keywords
Digital triggers
antecedents
purchase decisions
consequences

Subjects

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Journal of Intelligent Marketing Management
Volume 7, Issue 1 - Serial Number 31
Winter 2026
Pages 181-200

  • Receive Date 06 October 2025
  • Revise Date 09 December 2025
  • Accept Date 02 February 2026