As a mediator variable, self-confidence is one of the most effective elements of the decision-making process of consumer behaviour. This research has studied the effects of different aspects of consuming fashion on the self-confidence and behaviour of consumers in Tehran’s clothing market. This study has considered the acceptance of new products, interest in mode and fashion, utilitarianism, and personal taste in its analysis. This research aims to understand the fashion buying behaviour amongst Iranian consumers in consideration of their attitude towards self-confidence and aspects of fashion consumption. The statistic sample is 400 consumers from Tehran’s clothing market who have been chosen based on the random availability procedure. The primary tool in this research was a questionary used to testify the assumptions and a model fit created by using structural equations and factor analysis. This research showed that the interest in mode and fashion, personal taste, utilitarianism, and new products positively impact self-confidence. In addition, the positive impact of self-confidence on fashion buying behaviour was confirmed.

Considering the significance of customer behavior in buying and selling goods and services and with an emphasis on our daily experiences in the market for understanding the concepts and theories in this regard, in this study, we aim to investigate the customer behavior in order to analyze its effective and relevant factors. The perception of acquisition, utilization, rejection of the product and the familiarity with the customer behavior helps the company improve its marketing strategies. Customer behavior is affected by his/her reflections and perceptions. Customer behavior includes his/her ideas and the product or service. Considering the increasing number of Internet users and digital sale points, the effective factors in online shopping, the interaction with the e-purchasers and the creation of a safe environment for the users, important points in customer behavior, and effective factors in creating the mental structure of the customer, the digital environment and effective factors in e-commerce environments are investigated.

The bulk of customer purchases are impacted by their assessment of the product's benefits and drawbacks as well as its emotional aspects. Research in psychology and marketing has confirmed that customer emotions are involved at various points in the buying process. The current study aims to identify the aspects and factors that may influence customers' emotions when they buy high-end cosmetics. In order to identify the different facets of customer emotions, a qualitative study using in-depth semi-structured interviews with 23 customers of high-end cosmetics and health products in Telegram groups was first conducted. This investigation resulted in the discovery of numerous client emotional dimensions as well as a list of variables that may serve as emotional antecedents in the target audience. The next step is determining the factors influencing customer sentiments based on group consensus. 15 professionals and experts in marketing, psychology, corporations importing luxury cosmetics and hygiene products who are active on online networks, and managers of luxury cosmetics and hygiene groups in online spaces made up the panel at this point. In three steps, the consensus of experts was obtained, and 36 elements influencing customers' emotions were identified and graded based on the applicability or strength of the perceived effect in the experts' eyes. These were then divided into three groups: situational variables, group and product variables, and individual variables.

The majority of client purchases are influenced by their evaluation of the product's advantages, disadvantages, and emotional components. Psychology and marketing studies have shown that different stages of the purchasing process require the involvement of customer emotions. The objective of the current study is to pinpoint the elements and variables that might affect consumers' feelings when they purchase high-end cosmetics. A qualitative study employing in-depth semi-structured interviews with 23 users of high-end cosmetics and health products in Telegram groups was initially carried out in order to discover the many components of client emotions. Many client emotional dimensions were uncovered as a result of this inquiry, along with a list of factors that could act as emotional antecedents in the target audience. Based on group consensus, the following step is to identify the variables impacting customer sentiments. The panel at this time consisted of 15 experts and professionals in marketing, psychology, companies importing luxury cosmetics and hygiene items that are active on online networks, and managers of luxury cosmetics and hygiene groups in online spaces. The consensus of experts was reached in three steps, and 36 factors impacting customers' emotions were discovered and assessed based on their applicability or perceived strength in the eyes of the experts. Individual variables, group and product variables, and situational variables were then separated into three groups.