The Role of Marketing Innovation and Creative Advertising in Customer Purchase intention of Digikala Company

An important factor in strategic marketing and advertising situations is a correct understanding of how consumers make decisions. Customer buying intent is also part of consumers' cognitive behaviors that show the way a consumer is expected to buy a particular brand. The purpose of this study was to evaluate the role of marketing innovation and creative advertising in the intention of customers to buy in Digi Kala Company in Tehran.

The research method is applied in terms of purpose and descriptive correlation according to the data collection method. The statistical population of the study is all customers of Digi Kala Company. Using Cochran's formula, 384 people were selected as a sample and 400 questionnaires were distributed non-randomly through available sampling, thus a questionnaire was prepared and at the beginning, a question was asked whether you have ever made a purchase from Digi Kala Company or not? Those who answered positively completed the questionnaire through Porsline and 393 questionnaires were collected.The reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient which was 0.818. The data were also measured by structural equation modeling and Smart PLS software.

The results showed that creative marketing and creative advertising play a role in the intention to buy and the effect of brand awareness and trust on the intention to buy has been shown and the impact of privacy concerns on empathy is also expressed, and the online shopping experience has played a role in trust. Finally, the effect of the role of emotional value on brand awareness as well as the intention to express empathy on the intention to buy was not confirmed.

From the customers' point of view, the most influential factor on the purchase intention is the trust variable with the statistic of 9.876 and the least effective factor on brand awareness is the emotional value variable with a statistic of 1.207.