Identifying Factors Influencing Online Shopping Decisions: The Role of Virtual Ideal Self-Image and Cognitive Approaches through Meta-Synthesis

Objective Consumer decision-making, particularly the purchase decision process, is a fundamental aspect of consumer behavior and holds significant importance in this field. Advancements in technology have transformed lifestyles, including the buying process. Today, virtual and online shopping, along with shopping through internet platforms, are widely popular due to their convenience and advantages in meeting consumers' needs. As a result, online shopping has become a central aspect of modern consumer culture, with the online shopping decision now recognized as an integral part of consumer behavior. Understanding consumer buying behavior and decision-making is crucial for companies, particularly in online businesses and e-commerce, as it plays a key role in achieving high productivity and customer satisfaction. "In the digital age, where media and social networks play a central role in our lives, the concept of the virtual ideal self-image has become a significant factor in consumer behavior, particularly in online shopping. With the rapid rise of virtual spaces and social media, people's perceptions of their real and ideal selves have extended into this virtual realm. As individuals engage in dynamic interactions and activities on social media, defining both digital and ideal identities within this virtual space has become inevitable. One of the basic issues in consumer behavior is how consumers develop, adapt, and use strategies and decision-making processes. The purpose of this study is to identify the factors that influence the decision-making process of online shopping, with a particular emphasis on the virtual ideal self-image and cognition approaches. The research aims to answer the question of what factors are effective in the decision-making process of online shopping, with a focus on the virtual ideal self-image. Methodology To identify the effective components of the decision-making process of online shopping with an emphasis on the virtual ideal image, a meta-synthesis research method was employed. The strategy and process for searching and selecting articles were determined, and relevant and validated articles were extracted between 2000 and 2023. After refining the articles, content analysis was performed on the final 74 articles. Findings The research identified sub-codes that represent the factors influencing the online shopping decision-making process, with an emphasis on the virtual ideal self-image. Using these codes and based on the similarity of their meanings and concepts, 19 core codes (themes) were identified and defined. In the final stage, these core codes were organized into seven main clusters: identity and real and ideal self-concept, body image, and gender differences, cultural, social, and demographic factors, shopping behavior and marketing and commercial factors, internal and psychological factors, online platforms and virtual and communication technologies, mental, and cognitive processes. Conclusion The popularity of online shopping and the increasing trend of this type of purchase of goods and services has greatly increased in the past few years and has changed the way consumers make decisions. Although traditional brick-and-mortar stores are still used by consumers, consumers are increasingly turning to online shopping to make purchases that meet their various needs while enjoying the advantages of online shopping. This research identified a range of factors that influence the decision-making process of online shopping, including real and ideal identity and self-concept factors, body image and gender differences, cultural, social, and demographic factors, shopping behavior and marketing and commercial factors, internal and psychological factors, online platforms and virtual communication technologies and processes, and mental and cognitive factors. Understanding these factors is crucial for analyzing consumer behavior and improving the customer experience in online stores and virtual shopping. By taking these factors into account, businesses can enhance consumer psychology, facilitate successful and satisfactory shopping experiences, optimize product and website design, and ultimately increase sales and profitability in the e-commerce field.