Impact of Electronic Brand on persuading customers to buy Electrometrically
Author(s):
Article Type:
Research/Original Article (بدون رتبه معتبر)
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 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.
Keywords:
Language:
English
Published:
International Journal of Advanced Studies in Humanities and Social Science, Volume:1 Issue: 1, Winter 2012
Pages:
19 to 26
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