The Impact of EWOM Marketing and the Mediating Role of Brand Attitude on the Intention of Purchase Customers Online
Publish place: International Journal of Management, Accounting and Economics (IJMAE)، Vol: 6، Issue: 8
Publish Year: 1398
نوع سند: مقاله ژورنالی
زبان: English
View: 45
This Paper With 8 Page And PDF Format Ready To Download
- Certificate
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_IJMAE-6-8_004
تاریخ نمایه سازی: 11 آبان 1402
Abstract:
The present study investigated the impact of e-marketing on the market; Attitude to brand on intention to buy online. The statistical population of this study is buyers of electronic products in Shiraz. Due to the uncertainty of the population size, the sample size was selected using Morgan table and ۳۸۵ individuals were selected. Non-random sampling was made available. The data were collected through a questionnaire and were used to assess the validity of the questionnaire; Cronbach's alphatest; content validity of the questionnaire was used to determine the validity of the questionnaire. Data analysis was performed using two levels of descriptive-inferential statistics using SPSS ۲۵ software and SPSS ۳ software. The results showed that word of mouth marketing has a positive effect on brand attitude. Also, word of mouth marketing has a positive effect on customers 'online shopping intention but brand attitude does not have a positive effect on customers' online shopping intention. Also, brand attitude has a mediating role; the impact of word of mouth marketing on consumers' online shopping intentions.
Keywords:
Authors
Mohammad Farzanegan
Management Group, European University, Yerevan, Armenia
مراجع و منابع این Paper:
لیست زیر مراجع و منابع استفاده شده در این Paper را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود Paper لینک شده اند :