متین اسعدی همدانی

  The increasing growth of e-commerce has significantly changed consumer shopping behavior in various industries, especially the apparel industry. Despite the advantages of online shopping, such as convenience and product variety, some consumers turn to offline shopping due to factors such as the need for sensory experience and dissatisfaction with online services. This study aimed to identify factors affecting the change in consumer behavior of Generation Z (born between ۱۹۹۷ and ۲۰۱۲) from online to offline shopping in the Iranian apparel industry. The statistical population included Generation Z consumers in major Iranian cities (Tehran, Mashhad, Isfahan, Shiraz, and other cities), and a sample of ۳۸۴ people was selected using cluster random sampling. Data were collected through a Likert-scale-based questionnaire and analyzed using structural equation modeling (SEM). The findings showed that low service quality (SQ) with beta ۰.۶۲ increases customer dissatisfaction (CD) and directly (beta = ۰.۲۱) and indirectly through CD (beta = ۰.۲۱) enhances channel switching intention (SSC). Need to touch products (NTP) with beta ۰.۳۰ directly increases SSC, while technology readiness (TR) with beta -۰.۲۷ inhibits this tendency and moderates the relationship between NTP and SSC (interaction effect beta = -۰.۱۳). The research model explained ۴۲% of the variance in SSC (R² = ۰.۴۲) and had a good fit (CMIN/DF = ۲.۹۲, CFI = ۰.۹۱۸). These results are consistent with some domestic and foreign literature, but provide a localized perspective by focusing on Generation Z and the Iranian market. Research limitations included the focus on large cities, the cross-sectional nature of the study, and the lack of examination of cultural variables. Implementation suggestions include improving logistical infrastructure, using augmented reality technologies to reduce the need for touch, and developing hybrid online-offline strategies. Future research could examine other age groups, cultural variables, and long-term effects.