جستجوی مقالات مرتبط با کلیدواژه "تمایل به خرید" در نشریات گروه "مدیریت"

Insuring is an enormous human capital that requires deep analyses of personality, social and cognitive actions. In other fields of insurance activities, the insurer may be happy with its organizational relationships, but the development of life insurance depends on influencing people's minds and feelings. Therefore, considering that people with different personality traits and social statuses have different reactions to the offer of life insurance in terms of risk perception, this survey-based study deals with the structured analysis of the purchase intention of life insurance.

The current research is practical in terms of purpose, and is descriptive and exploratory in terms of method. Data was collected in the library and field using unstructured in-depth interview tools and questionnaires in a qualitative and quantitative manner. The theoretical and philosophical paradigm on which this research is based is a mixed interpretivism-positivist type. The research method used in the qualitative part is the descriptive phenomenological approach of the reflective world of Dahlberg et al. (2008). In the quantitative part of the questionnaire, a 5-point Likert scale was distributed through the sampling method. The data was obtained from 265 questionnaires in three regions of Tehran. The multiple linear regression method was used using SPSS software in data analysis.

The results of the hypothesis analysis showed that the dimension of committment has a significant relationship with the purchase intention of life insurance. Also, the findings show that the typology of the policyholder's personality affects the perceived risk, ultimately affecting the customer's action to receive life insurance. As conducted in this research, the dimension of commitment has a significant negative relationship with perceived risk. Also, a meaningful inverse relationship was found between perceived risk and purchase intention of life insurance. But the results showed that no social class factors affect purchasing life insurance.

Exploring this research's results effectively solves insurers' challenge in correctly identifying target groups and analyzing diverse perceptions of people. According to the investigation results, life insurance, with its benefits, has been proven to enable a person to cover the uncertainty of risks. Insurance companies should consider the differences in families' attitudes to risk, explain the different types of life insurance, and provide recommendations regarding the appropriate insurance according to the conditions and demands of the customers. Also, they should explain the relevant ’protective and investment functions to customers and ensure that families with different risk attitudes are actively involved in the rational and scientific purchase of life insurance. The results of this study provide a better understanding of people’s responses to risk based on personality traits and show the importance of understanding the risk of not having a life insurance. If we know information about people's personality traits, we can predict people's behavior so that life insurance providers can design appropriate interventions to raise awareness among people in society.

The main purpose of this study is to measure and analyze the impact of media on strengthening and empowering the attitude of patrons and their desire for services and products from the perspective of consumers. This study is applied in terms of purpose, which was done by descriptive-correlation method. The statistical population of the study is made up of the customers of the IR-MCI . 325 people were selected as a statistical sample. Smart PLS8.5 was used to describe the variables using SPSS and to test the hypotheses of the research model from structural equation modeling. The results showed that in traditional media there is a relationship between causal factors and phenomena and between strategies and consequences. Also, for social media between the causal factors and the phenomenon, all relationships except the relationship between the category of role and position of the media were confirmed with the characteristics of the media. The results generally indicate that the consequences of using traditional and social media together are effective on the client's attitude in the desire to visit and use the services of the IR-MCI. The important result in this article emphasizes the greater importance of traditional media compared to modern media, and in this way, it is possible to recommend the managers of the statistical society to promote the position of the media among them at the same time as conducting relationship-oriented interactions with clients in the field of relevant services. Guided the consumer's attitude towards services in tough competitive

The main purpose of this study was to determine the effect of high levels of customer mental involvement in the marketing process of influencers on the desire to travel to the destination, attitude towards the brand and the desire to buy. In addition, in this study, the level of consumer engagement with influencers, pessimism about advertising, unreal followers, intention to travel to the advertised destination and willingness to buy have been examined. In terms of purpose, this study was an applied research. In addition, it was descriptive- correlational in terms of data collection method. Library method was used to collect information about the background of research literature. Also, the field method was used to collect the required data and the data collection tool was a questionnaire. The statistical population of the present study consisted of undergraduate, graduate and doctoral students of Islamic Azad University, West Tehran Branch who had experience of interacting with influencers in the field of tourism on Instagram. In this study, in order to analyze the data two approaches of descriptive statistics and inferential analysis were used and the software used for data analysis was SPSS and one of the software was Amos or Smart-PLS. findings indicate that the level of customer engagement with influencers on social media affects the desire to travel to a tourist destination, attitude towards the brand and the desire to buy the advertised product. On the other hand, perceptions about the existence of unreal followers have a moderating effect on the effect level of customer engagement on the desire to travel to a tourist destination and the desire to buy the advertised product. However, the mediating role of advertising pessimism in influencing the level of customer engagement on the desire to travel to a tourist destination and the desire to buy the advertised product was not confirmed.

Today, the use of organic products has become popular among the people of the society. Therefore, the main purpose of this study was to investigate the effect of attitude components on the consumer's desire to buy organic products; Analysis of the role of marketing mix, social responsibility and quality is understood. This research is applied in terms of purpose and descriptive-survey in nature. The statistical population of the study is consumers of organic products in Mashhad. Due to the uncertainty of the statistical population using the Cochran's formula, 388 people were identified and the questionnaires were distributed among them by non-random sampling method. Data collection tool was a standard questionnaire that for its validity was used face validity and expert approval and structural validity and for reliability of the questionnaires Cronbach's alpha was used and confirmed. To analyze the data in the descriptive statistics section, SPSS software and inferential statistics using structural equation modeling using PLS software were used. The results of this study showed that the cognitive, emotional and behavioral components of customers (0.118,0.026,0.024, respectively) have a positive and significant effect on the marketing mix of companies. The positive and significant effect of perceived quality on the marketing mix(0.247) and consumer willingness(0.465) has also been confirmed. Also, the mediating effect of marketing mix on the effect of attitudinal components on consumer desire(0.280,0.376) except the emotional component was confirmed and the moderating effect of social responsibility among the attitudinal components(0.116, 0.106) except the cognitive component(0.008) was confirmed.

Abstract The objective of this research was the effect of gamification on the intention of customers to buy insurance. This research is practical in terms of its purpose. The research method of this research is semi-experimental.The homogenous group was tested before the influence of the independent variable, and then they were subjected to the influence of the independent variable, and after that they were tested again. The results were compared with the results of the previous test. The statistical population of this research was the customers of the insurance company (bank employees in Mazandaran province) who answered the standard questionnaire of customers' intention to buy, consisting of 9 questions. 60 people were randomly selected and placed in two groups (30 people in each group). Finally, a simple random group was considered as the experimental group and the other group as the control group. Finally, research hypotheses were analyzed with the statistical method of univariate covariance analysis.The results of the research showed that the test group (with gamification experience) has significantly higher scores of customers' intention to buy than the control group (without gamification experience).

Purchasing is a new type of tourism that is considered as one of the main activities of tourists. This study sought to investigate the effect of shopping centers' features, traveling options, and the tourist destination's economic and social characteristics on tourists’ satisfaction of and tendency to purchase from shopping centers with an emphasis on comparing tourists and pilgrims visiting Mashhad's traditional and modern shopping centers (Bazaar Reza and Almas-e-Sharq). To this end, 404 questionnaires were administered during the summer of 2019, using multiple logit analyses to identify the relevant factors. The study's results indicated that variables such as background information concerning the shopping center, the number of family members accompanying a person in travel, seller`s appropriate treatment, the existence of parking lots, quality of the product, marital status, geographical location, income, and product variety had a significant effect on tourists' tendency to purchase from shopping centers. Therefore, to increase the tourists' satisfaction of and willingness to purchase from shopping centers, the following steps are recommended to be taken: constructing shopping centers in places that are easier to access for the tourists; Exercising stricter supervision on prices of different products and services; equipping the shopping centers with parking lots that are capacious enough, and providing the shopping centers with diverse various goods and services.

The main motivation of this study is to investigate the effect of perceived taste, perceived quality and brand trust on the desire to buy with the role of flavor award transformer in Good Father restaurants in the north of Tehran. The purpose of this study is to expand our understanding of the social factors affecting brand priority. This research is applied in terms of purpose and descriptive-survey in terms of nature. The research data was collected through the five Likert questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS.V24 statistical software and structural equation software pls.V3 in the form of two parts of descriptive and inferential statistics in the form of linear and multiple regression have been used. The statistical population of this research is all the customers of Digi Kala online store who live in Tehran and their number is unlimited. The sampling method used in this study is random. Based on Cochran's formula, 384 people have been selected as a statistical sample..

Today, using innovative, unexpected, and unconventional ways to maximize the audiences at the lowest cost can make the most profit. Therefore, the main purpose of this study was to identify the effect of partisan marketing on brand awareness and tendency to purchase electronic products (mobile, tablet, computer) in Y-generation customers in Tehran. To this purpose, the main drivers of guerrilla marketing (emotional marketing, environmental marketing, viral marketing, humorous marketing and ambush marketing) have been surveyed. The present study is a descriptive-survey study and an applied and cross-sectional one in terms of purpose and time. The statistical population of this study includes all individuals with Y-related characteristics in Tehran. Based on Morgan's table, 384 people were selected. The results showed that, guerrilla marketing have a positive and significant effect on brand awareness and tendency to buy Y-generation electronic products in Tehran. Among the guerrilla marketing tools, viral marketing has the most positive impact and marketing in ambush has the least significant positive impact.

The purpose of this study is to investigate the effect of customer perception and cultural elements of collectivism and individualism on the tendency to purchase cosmetic products. The research method is descriptive-survey and the research population is customers of shopping centers in west of Tehran. 384 of them are selected by available sampling method. To analyze the data, correlation coefficient and structural equation model have been used with software Pvc software. The results showe that the influence of perceived value on the tendency to buy cosmetic products based on the moderating role of religion is positive and significant. The perceived benefit to Halal cosmetic products is positively influenced by the moderating role of religion. Vertical and horizontal collectivism has a positive impact on the tendency to buy cosmetic products relying on the moderating role of religion. Vertical individualism and horizontal individualism also have a positive impact on the tendency to buy cosmetic products on the basis of the moderating role of religion.

The main purpose of this study is to determine the effect of electronic services quality and electronic improvement on the loyalty of study customers among the customers of Bank Melli in East Azerbaijan Province. This research is descriptive-correlational in terms of applied purpose and in terms of research method. The statistical population of the present study is all customers of Bank Melli in East Azerbaijan Province. The type of statistical population is a large statistical population. Due to the fact that the size of the statistical population is unlimited, the formula for determining the sample size of the unlimited population has been used to determine the sample size. Due to the fact that not all people who receive the questionnaire answer the questionnaire or some of them give invalid answers to the questions Therefore, in this study, the researcher distributed questionnaires among 410 people, of which only 384 people gave complete and reliable answers to the questionnaires. The sampling method used in this research is cluster sampling method in which first East Azarbaijan province will be divided into four parts, then a questionnaire was distributed for each part so that the sample size indicates the size of the population. In this research, the data collection tool is a researcher-made questionnaire. SPSS software was used to analyze the data of this research. The results show that the quality of electronic services and electronic improvement has a positive effect on the loyalty of study customers among the customers of Bank Melli in East Azerbaijan Province.

This study aims to investigate the influence of brand personality dimensions on customer loyalty, word of mouth, intention to to purchase among the customers of authorized agencies of Iran Khodro in Shiraz. The research method in terms of purpose is applied research and in terms of collecting and conducting information is field. The statistical population of this study is all customers of Iran Khodro agencies in Shiraz in the year of 1397 and by using random sampling through Morgan table, 384 people were selected as statistical sample. The research instruments are standard questionnaires for brand personality, brand loyalty, intention to repurchase, and word of mouth which were collected through five-point Likert scale. In this study, after collecting information the data are analyzed in two parts of descriptive statistics and inferential statistics. Structural equation modeling as inferential statistics is used through Smart PLS software. The results showe that the brand personality has a positive and significant influence on customer loyalty, the intention to purchase, and the intention to word of mouth. Moreover, the highest value is belonged to the competence influence on word of mouth and the lowest value is belonged to the strength influence on the intention to purchase.

Today, autonomous vehicles are recognized as revolution in people mobility. Despite of many benefits of AVs, distrust is the main barrier to people acceptance. This paper aims to survey the willingness to buy, use in stop-go driving condition and shared use in 22 districts of Tehran through a sample size of 338 individuals. A stated preference questionnaire was designed for this purpose and distributed for the first time in Iran as a developing country. Regarding descriptive analysis, the relationship existence and correlation coefficient were assessed using chi-square test, Cramer's V and Spearman correlation coefficient. Results show 59% willingness and 37% unwillingness to buy of people in this technology, as well as 70% willingness to use in stop-go driving and 60% willingness to shared use. Among the various age groups, people aged 25-44 years are most likely to buy, use in stop go driving and shared use situations. People without a driver's license and a no car ownership are more likely to buy AVs at a reasonable price, there was no significant difference between men and women regarding the willingness to buy, but men (33%) are more likely than women (27%) to use AVs in shared which illustrates the importance of privacy in women. Chi-square test was used to investigate the independence of the dependent variables, indicating that there was a significant and direct correlation between all three variables at the significant level of 0.01. The results could be useful for policymakers' decision making and planning use in future transportation systems.

One of the issues raised in international marketing literature is the attitude of consumers towards foreign products. Given the fact that today the universal admission to the supply of products and services to various countries has naturally affected ethnic, historical and general attitudes about how consumers behave. In general, for a variety of reasons, including political or religious differences, sometimes consumers refuse to buy national or ethnic products, which reflects the role of people's feelings and attitudes in the final selection of the product. The purpose of this study was to investigate these factors (customer anxiety , religious fanaticism, and nationalism on tendency) among Tehrani consumers and their impact on the desire to buy American goods. It also examined the effect of price moderation on the relationship between these factors and the tendency to buy goods. Therefore, based on the proposed model extracted from the literature of consumer anxiety , the hypotheses and research model were studied and developed. The population of the study consisted of Tehranian consumers. According to the Cochran formula, 420 samples were selected using cluster sampling. A questionnaire was used to collect information. The reliability of the questionnaire was confirmed by using Cronbach's alpha and composite reliability and validity using congruent and divergent validity. In order to reject or prove the model's assumptions, modeling of structural equations and minor least squares approach were used in PPS software. The results of statistical analysis show that religious bias has the greatest impact on the unwillingness to buy American goods, and the impact of customer anxiety  on the tendency to purchase was not approved. The moderating results suggested that the price of the customer's anxiety  would improve the willingness to buy. Finally, given the results, practical suggestions and limitations of this study are presented.

The consumption of domestic products is a  key Factor to stimulating economic development in each country and moving it forward. Nevertheless, the policies adopted by the authorities to buy domestic products by consumers, largely confronted with foreign products in the market have been defeated. This issue becomes more prominent when there are conflicts between Iran and the United States as the country of origin of some products. The purpose of this study is to investigate the effect of hostility with the country of origin on consumer sentiment. The statistical population of the study includes citizens over the age of 18 years in zone 5 city of Tehran. A sample of 384 people was selected through available sampling method and the data were collected through a questionnaire and library studies. In order to test the hypothesis of the research, the structural equation model and especially the path analysis technique have been used and Spss 17 and Smart PLS software have been used for this purpose. The results indicate that there is a reciprocal relationship between hostility with the Americans and the image of the country-the American product of nationalism and the desire to buy Iranian consumers.

Today's competitive environment has been extremely turbulent and one way to deal with environmental disturbances is to emphasize the historical components and show the stability of the brand. Resorting to the past has become a common phenomenon for consumers and brands whose image has elements such as credibility, legacy and stability are gaining popularity. Therefore, this study examined the effect of brand nostalgia on the brand heritage and its effect on the formation of purchase intention through the variables of brand trust and brand attachment. This research, in terms of purpose, is an applied study and due to its method of performance, is a descriptive research. The statistical population of the study includes customers of Nokia mobile phone in Babolsar city and the number of samples was 330 persons who were selected by non-random sampling method. A questionnaire was used for data collection. The reliability of the questionnaire was calculated through cronbach's alpha coefficient, whose coefficient was .885 and its validity was investigated through first and second order confirmatory factor analysis. To test the hypotheses, structural equation modeling (SEM) was used through LISREL8.8 software. The results showed that personal nostalgia and historical nostalgia have significant and positive impact on the brand heritage. Also, brand heritage has a significant and positive impact on brand trust and brand attachment. In addition, brand trust has a significant and positive impact on the brand attachment and purchase intention. Finally, the brand attachment has a significant and positive impact on purchase intention.

Attractive environment development as an important retail strategy has a positive impact on consumer purchasing behavior. This study investigates the effect of the shopping center's image on the purchase intention by mediating the utilitarian and hedonic perceived value, customer satisfaction and customer preferences.
The present study is applied in nature, and descriptive in terms of data collection. The statistical population consists of shopping centers customers in Semnan from which, 182 questionnaires were collected randomly. Cronbach's alpha and composite reliability were used to determine the reliability of the questionnaire. To determine validity, convergent and divergent validity has been used. The hypotheses of the research have been tested using structural equation modeling.
The results from this study indicate the direct and significant impact of the shopping center image on the purchase intention, utilitarian perceived value, and hedonic perceived value as well.Meanwhile, the direct and significant impact of the utilitarian perceived value and hedonic perceived value on customer satisfaction and customer preference, as well as the direct and significant impact of the customer satisfaction and customer preference on purchase intention was approved.
Creating an optimal mental image of the shopping mall in the minds of customers is one of the important factors in attracting new customers and preserving the previous customers, which by increasing the value of customer satisfaction and preferences, increases the willingness of customers to do purchases.

Given the widespread market and growing demand in the gaming industry in the country, there are great potential for investment and profitability in this sector against investors and owners of capital. The purpose of the present study was to determine the relationship between the marketing of computer games and the desire to purchase with the mediating role of cultural development. This is a correlation study and a questionnaire was used to collect data. Experts, academic professors and expert experts confirmed its content validity. The reliability of the instrument was calculated at an appropriate level by calculating the Cronbach's alpha. A sample of 400 citizens in Tehran's sixth district formed a sample of this study. Sampling method was available in this study. The findings of the study, after analyzing the path, showed that the marketing of computer games had an effect on culture as well as culturalization, but marketing of computer games had no effect on the willingness to buy.

Iran’s revolution in 1979 has shown its Islamic framework from the beginning and always has been endeavoring to keep alive this matter in public minds. Among this, the United States limitless support from Israel became the symbol of US animosity against Iranians Muslim. This research aimed to measure the religious effect on intention to buy American goods through animosity and ethnocentrism variables perspective. Statistical society includes Tehran citizen’s in region 5 and above 18 years old. A sample with 384 people with random sampling and data through library research were collected. For Hypothesis test, Structural Equation modeling specially Path analysis technique with SPSS 17 and Smart PLS soft wares was used. Results had shown that religious have a direct effect on animosity and ethnocentrism and it have indirect effect on intention to buy American goods in Iranian consumers.

The purpose of this paper is the Investigation of the Effect of customer satisfaction and Perceived Certainty and Risk, and Knowledge in the Purchase Intention a new Product. By using an experimental method with a 2× 2 factor design (where each of the variables such as customer’s knowledge of the product and the perceived risk of the product define in the two level, up/down and high/ low) on 200 (same sampling) customers of stores in Amol city has been taken. By using questionnaires, required data is collected. we use linear regression methods to test hypotheses. Generally the Statistics results show that the variables of customer satisfaction, Perceived certainty, knowledge (up knowledge group) and risk (low risk group) have a positive effect on purchase intention and also variables of knowledge (down knowledge group) and risk (high risk group) donot have significant effect on Purchase Itention. So suggests to producers of foods focus on variables of satisfaction, Certainty and Knowledge ( as independent factors) in present their new products