جستجوی مقالات مرتبط با کلیدواژه "واکنش رفتاری مصرف کننده" در نشریات گروه "مدیریت"

Choice pattern and type of response that a person shows in any situation, depends on various situational factors and non-situational factors. Understanding how these factors influence on consumer behavior is an important and necessary subject in the field of marketing. The present research surveys the effect of consumer behaviour situation on the behavioral response with the mediation of perceived value and emotional responses of consumers of Ladan oil in Tehran. The objective of research was practical and descriptive survey was conducted at the micro level. The statistical society of research, consumers of Ladan oil are in Tehran. In order to random cluster sample of 400 oil Ladan consumers in five regions in Tehran, questionnaires were collected and in order to analyze the data by Spss and Lisrel software was used for both descriptive and inferential statistics. According to the findings of research, the consumer behaviour situation on perceived value and behavioral response (directly and indirectly) has a positive and significant effect. Also the perceived value has a positive and significant effect on the emotional responses, as well as the emotional responses has a positive and significant effect on consumer behaviour response.

The electronic system (internet) which transmit the messages, can consider as an effective advertising network, and is able to upgrade its functions and usage by superior roles with compatible classic tools. There is many influencing factors on consumer’s behavioral response that should be identified in order to use this media desirably, effectively, and utilize the e-advertising advantages to satisfy consumers’needs. In this paper, capabilities of internet advertising examined in a model with 14 content and communicate motives via a leading process (cognition, affection, and attitude) on consumer’s behavioral response (image and mentality, intention and desire, testing, purchasing and consuming) as “an e-advertising model” in Tehran Refah Chain Stores. Research results show a suitability of the fitted structural model. The Refah Chain Stores should improve its website’s capability in content and communicate motives. Thus, the Refah's internet advertisings could be suitable to have a desirable effectiveness in order to lead the consumer behaviors.