فهرست نشریات علمی دسترسی آزاد ایران

This study aims to develop a model based on digital platforms within the sharing economy, focusing on consumer behavior, participation level, and brand community. Methodologically, the research adopts a mixed-method and developmental design. The qualitative phase employed a case study approach, while the quantitative phase was conducted through a survey. Participants in the qualitative phase included senior managers and employees of Digikala as well as university professors in management. A total of 16 individuals were purposefully selected after reaching theoretical saturation. The statistical population of the quantitative phase consisted of users with purchasing experience from Digikala, among whom 405 respondents were randomly selected. Data were collected through semi-structured interviews and questionnaires, analyzed using thematic analysis in the qualitative section, and through confirmatory factor analysis and structural equation modeling using SPSS and SmartPLS in the quantitative section. The validity and reliability of the findings were confirmed through various methods. Results revealed that ethical perception, customer experience, brand community personality, and relationship quality play central roles in shaping consumer behavior. Findings also indicated that ethical perception significantly influences both customer engagement and relationship quality in Digikala.Brand image, product knowledge, advertising content, brand community identity, relationship quality, and customer loyalty each contribute to engagement levels, which ultimately affect purchase behavior.