جستجوی مقالات مرتبط با کلیدواژه « عوامل آمیخته محصول » در نشریات گروه « علوم تربیتی »

One of the most important issues of marketing is consumer behavior. Obviously, children are not separate from this category. This study was conducted to determine the factors affecting the selection and behavior of computer games by the children. The statistical population of this research is elementary school students in Ahvaz city, Because of the great and difficult access to all of them, 400 students 7 to 12 years old were selected as cluster random sampling. Data collection is done through valid and reliable questionnaires. The results of data analysis using Structural Equation Modeling, showed that Factors such as, parents, peers, product appearance, price, media and advertising have a positive and significant effect on the child's purchasing behavior. However, the availability and ease of access to the product does not have a significant effect on the child's shopping behavior. The results also showed that girls and boys have different purchasing behaviors.