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چه وب سایتی برای انتشار تبلیغ مناسب است ؟ ارائه یک مدل مفهومی

Publish place: 8th International Management Conference
Publish Year: 1389
نوع سند: مقاله کنفرانسی
زبان: Persian
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لینک ثابت به این Paper:
https://civilica.com/doc/99511

شناسه ملی سند علمی:

IRIMC08_026

تاریخ نمایه سازی: 21 مرداد 1389

Abstract:

این مطالعه ارائه دهنده یک مدل مفهومی برای انتخاب وب سایت مناسب جهت انتشار یک تبلیغ در اینترنت است در این مطالعه ابتدا با بررسی پژوهش های گذشته و انجام یکتحلیل محتوا از 125 مطالعه بین المللی 31 مشخصه ای که در انتخاب یک وب سایت مناسب تاثیر گذار هستند شناسایی و در قالب 6 عامل اصلی دسته بندی شدند. عوامل اصلی عبارتند از: نوع مدل کسب و کار، رضایتمندی الکترونیکی ، کیفیت خدمات الکترونیکی، طراحی کاربرگرا، تعامل و نوع درگیری کاربر، براساس مشخصه های شناسایی شده یک مدل مفهومی طراحی شده است که نشان دهنده ی عوامل تاثیر گذار در انتشار تبلیغ از طریق اینترنت است جهت آزمون صحت و سقم مدلی مفهومی؛ هریک از 6 عامل اصلی به عنوان یک فرضیه مطرح و در قالب پرسشنامه ای به خبرگان ارائه شد تا از این طریق مصداق داشتن این عوامل مورد بررسی قرارگیرد.

Keywords:

Authors

مهدی بهبودی

مدیر گروه بازرگانی بازار یابی مرکز تحقیقات مدیریت و بهره وری دانشگاه آ

الهیار اردکانی

عضو مرکز تحقیقات مدیریت و بهره وری دانشگاه آزاد قزوین

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