Investigating the effect of the emotional, cognitive and behavioral model of the consumer on mixed marketing and purchase intention

سال انتشار: 1401
محل انتشار: هفتمین کنفرانس بین المللی پژوهش در علوم و مهندسی و چهارمین کنگره بین المللی عمران، معماری و شهرسازی آسیا
کد COI اختصاصی: ICRSIE07_354
زبان مقاله: انگلیسی
تعداد مشاهده: 155

نویسندگان

Business Administration, Institution Shahid Chamran University of Ahvaz

چکیده

Buying different goods by different people has different complications, buying some goods requires going through all three stages of the consumer buying behavior process, while buying some goods or goods that are consumed continuously is very simple and does not require different steps. Customers try to simplify the buying process through trusting others, loyalty to the brand, etc. The main purpose of this research is to investigate the effect of emotional, behavioral, and cognitive customer attitude model on mixed marketing and purchase intention. The statistical population is the customers of online shopping pages in social networks in the field of cosmetics and health products, which due to the unlimited size of the statistical population, the statistical sample for the statistical population with unlimited volume at the level of ۵ error is ۳۸۴ people using Cochran's formula in opinions have been asked. Also, the sampling method is a simple random method. This research is applied in terms of purpose and descriptive-survey in terms of nature. Also, in order to analyze the data and check the hypotheses of the research, PLS software has been used. Finally, according to the investigations and results obtained, it is generally suggested to similar businesses to focus on mixed marketing and social responsibility in addition to product quality in order to increase the company's marketing performance.

کلیدواژه ها

Emotional cognitive and behavioral model of consumer, mixed marketing, purchase intention

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