The Effect of the Online Book Marketing on Consumer Buying Behavior in Mental Image Framework

This research was conducted to investigate the effect of online book marketing on consumer buying behavior in the framework of the mental image. The descriptive research method is correlation type. The statistical population of this research includes all the customers of the Adina Bookstore website, and a statistical sample of ۳۸۴ people was selected based on Cochran's method and random sampling. In this research, the combination of the online marketing questionnaire of Ramzanian (۲۰۱۱), the consumer buying behavior of Betai (۲۰۱۱), and the Elrich mental image questionnaire (۲۰۰۹) have been used. The questionnaire's validity was obtained in terms of content, and the reliability of the questionnaires was determined through Cronbach's alpha coefficient. The research results showed that online marketing has a positive and significant effect on the consumer buying behavior and mental image. The mental image has a positive and meaningful impact on consumer buying behavior.

کلیدواژه ها:

online marketing ، shopping behavior ، consumer behavior ، mental image