حضور عوامل عاطفی: اکتشاف تجربی بسته نرم افزاری فرایند خرید

In this paper, we also discussed newly discovered emotional factors affecting the purchasing process. In particular, usage convenience and self-image seem to be self-standing factors affecting the willingness to buy. This paper also contains an acknowledgment of the study׳s limitations to ascertain the reliability and validity of the study and of the factors extracted. Finally, we discussed the results and their contribution to theory building in bundle-specific marketing research and to practicing telecommunications managers, and we offered suggestions for future research.