Abstract
Objective: This study aims to identify the factors influencing variety-seeking behavior in customers of online retail markets. Methodology: This is a qualitative and applied study. Data were collected through semi-structured interviews with 12 experts and experienced individuals in the field of online businesses and digital retail. Purposeful sampling was used to select participants, and the data were analyzed using grounded theory with open, axial, and selective coding. Maxqda software was employed for data analysis. Findings: The study revealed that factors such as the weaknesses of online businesses, marketing culture, competitor appeal, purchase motivation, and the desire to experience new products directly influence customers' variety-seeking behavior. Pricing strategies, online marketing, and customer loyalty were also found to play a crucial role in either reducing or increasing this behavior. Conclusion: Variety-seeking behavior in online retail markets is a complex phenomenon influenced by various factors. By improving service quality, creating a unique shopping experience, and utilizing targeted marketing strategies, online businesses can enhance customer loyalty and benefit from reduced variety-seeking behavior.
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