The Effect of Electronic Marketing Mix on the Willingness of Customers to Buy Online (Case study: Universities of Mashhad)

Today, E-commerce is one the issues raised in business. E-commerce will lead to improve communication at the national and international levels, change the way business is done, and convert traditional markets to newer forms. A new way of shopping that has great benefits is online shopping. Since the marketing mix is effective the willingness of customers to buy, the aim of this study is to review effect of electronic marketing mix on the willingness of customers to buy online. This study is a descriptive survey with applied goals. The statistical population included internet shoppers in the universities of Mashhad city that have done internet shopping at least once. For this purpose, among university of Applied Science and Technology,Ferdowsi University and Islamic Azad university, Ferdowsi University was selected as the cluster and then  ۳۸۰ persons were selected through random sampling method. Aquestionnaire was used to collect data and the reliability of the questionnairewasassessed by Cronbach'salpha coefficient.  Research hypotheses were examined by using a One- SampleT-Test to investigate the efficiency of each variable and Friedman Test was also used to rank variables. The results showed that factors of communication, information collection, product, distribution, price and brand are effective on willingness of customers to buy online.

Keywords:

E-marketing , E-Marketing Mix , Willingness To Buy , online shopping