جستجوی مقالات مرتبط با کلیدواژه « mouth-to-mouth advertising » در نشریات گروه « مدیریت »

The purpose of this paper is to identify the dimensions of online shopping convenience that affects consumer intent and provides a conceptual model for assessing consumer perceptions of shopping convenience, in order to overcome the shortcomings of previous studies, which results They do not have an easy shopping experience. Therefore, the purpose of this research is to investigate the convenience of online shopping delivery and its impact on increasing customer satisfaction and encouraging the promotion of oral-to-mouth e-mail. The statistical population of this research is the customers of Digi-Commodity (more than 2000 people). 385 of them were selected as the sample of this study. The data-gathering tool was a questionnaire and structural validity was assessed through factor analysis. Analysis of the research data was done by structural equation modeling using Spss and Pls software. The findings of this study showed that five hypotheses were confirmed and five other hypotheses were rejected.