Designing and Validating of a E-Advertising Model

The electronic system (internet) which transmit the messages, can consider as an effective advertising network, and is able to upgrade its functions and usage by superior roles with compatible classic tools. There is many influencing factors on consumer’s behavioral response that should be identified in order to use this media desirably, effectively, and utilize the e-advertising advantages to satisfy consumers’needs. In this paper, capabilities of internet advertising examined in a model with 14 content and communicate motives via a leading process (cognition, affection, and attitude) on consumer’s behavioral response (image and mentality, intention and desire, testing, purchasing and consuming) as “an e-advertising model” in Tehran Refah Chain Stores. Research results show a suitability of the fitted structural model. The Refah Chain Stores should improve its website’s capability in content and communicate motives. Thus, the Refah's internet advertisings could be suitable to have a desirable effectiveness in order to lead the consumer behaviors.