Manijeh Bahrainizad

The main objective of this research is to psychographically segment online retail customers based on their online purchasing motivations and behaviors.This research is applied research in terms of its purpose and as descriptive-survey research regarding data collection. The statistical population consists of individuals who have experienced online shopping from online stores at least once. The data collection tool for this research is a questionnaire. To analyze the data, self-organizing map methods based on artificial neural networks and the Viscovery SOMine software were utilized. Based on the findings of this research, users of online retail customers were segmented into three clusters with varying demographic characteristics, motivations, and behaviors affecting online shopping.The first cluster primarily aims at efficiency and focuses on optimizing their purchases when entering online stores. The name "Balanced Futurist" was chosen due to their balanced shopping behavior and focus on utilitarianism. The second cluster consists of individuals who leverage utilitarian motivations for online shopping more prominently. They view their purchases as practical necessities and allocate specific time for them. The name "Professional Pragmatist" was chosen because of their precise and planned behavior and professional use of online shopping. Customers in the third cluster have extensive online shopping experience. Their hedonic motivations, coupled with a greater exploratory attitude towards online shopping, lead them to seek new and satisfying shopping experiences. Therefore, the name "Pleasure-Seeking Explorer" was selected for this cluster due to their combination of exploratory behavior and hedonic motivations.