Simin Saliani; Mohammad Lagzian; Ali Maghool
Volume 6, Issue 3 , July 2017, , Pages 227-233
Abstract
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 ...
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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 380 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.
Maryam Jafari; Tooraj Sadeghi; Seyed Abbas Mir Ibrahim Esfahani
Volume 1, Issue 1 , January 2012, , Pages 19-26
Abstract
In recent years by increasing role of the Internet in the trading and selling of goods, therefore, Internet brand has become one of the most important issues. Today, brands have become a symbol of international capitalism. Hence, the aim of this study was determining effect of electronic brand on encouraging ...
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In recent years by increasing role of the Internet in the trading and selling of goods, therefore, Internet brand has become one of the most important issues. Today, brands have become a symbol of international capitalism. Hence, the aim of this study was determining effect of electronic brand on encouraging customers to buy online. The aim of this study was determining impact of electronic brand on persuading customers to buy online. This research is practical and inductive. The sample of this research was in Islamic Azad University of Khorasan Razavi Province and cluster sample was used. In addition, the sample was included 380 persons and also a survey was used in order to collect data. Following, Cronbach’s Alpha and t-test were used to test the reliability and hypotheses respectively. Moreover, Friedman test was used in order to rating variables. Results indicated that all four factors are defined in electronic brand which contains the mental image, satisfaction, and loyalty, multimedia capability had a significant impact on persuading customers to buy online. Eventually, mental image and multimedia capability were the most and least important respectively.
