Consumer Behavior of the On-line Festival: Informational Incentives and Social Influence
Author(s):
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
The purpose of this study is to investigate the information incentives and social influence effects on consumer behavior of the online festival in the DJ Commodity Online Store. The research is an applied research, descriptive survey with survey strategy based on a questionnaire tool. The statistical population of this research is the customers of Dildo Commodity Amazing Yalda Design. 384 questionnaire was distributed among them selected by random sampling method. Validity of the questionnaire was verified by the experts and academic staff. For reliability calculation, Cronbach's alpha coefficient was used, all values above 0.7 were indicative of high reliability of the questionnaire. Structural equation and SmartPLS software were used to analyze the data. The results show that information incentives and social influence have a positive and significant effect on consumer behavior of online festival buyer.
Keywords:
Language:
Persian
Published:
Commercial Surveys, Volume:17 Issue: 94, 2019
Pages:
8 to 22
magiran.com/p2003674
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یکساله به مبلغ 1,390,000ريال میتوانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.
In order to view content subscription is required
Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!