نویسندگان محترم توجه کنید برای انجام هرگونه پرداخت فقط و فقط از گزینه پرداخت صورتحساب در پنل کاربری استفاده کنید

Volume 13, Issue 31 (spring & summer 2017)                   goljaam 2017, 13(31): 71-88 | Back to browse issues page

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oliyaei tabaei S A, shahparvari M R, mirzaamini S M M. Carpet assess the impact of online advertising with an emphasis on consumer behavior. goljaam. 2017; 13 (31) :71-88
URL: http://goljaam.icsa.ir/article-1-258-en.html
1- academic member shiraz university of arts
2- PHD student in art research Shahed University
3- PHD student in art research art university of isfahan
Abstract:   (68 Views)

Electronic advertising is a process that in addition to the introduction of the product and after-sales service, to inspire customers by means of the Internet for shopping. Electronic advertising due to high speed and low cost marketing of goods is concerned. Due to the expansion of this new advertising method in the present society, This study aimed to assess the views of carpet on Internet advertising to increase the effectiveness and credibility based on consumer behavior has been done. The need for careful attention to the fact that the position of Iranian carpet as a floor due to a variety of consumer products according to existing tools and on the impact of advertising on consumer behavior and the approach to be considered further. Thus, with regard to the purpose of this research and the need to position electronic advertising on the carpet, The questions raised in this research is the most important of which is the Can Carpet electronic advertising models based on consumer behavior be evaluated? Which of the dynamics of communication and content on cognitive reactions, emotions and attitudes affect consumers?

The field study was conducted and documents and questionnaires for data collection library that the population of 103 was selected based on Morgan table. The population of the Iranian Internet users, all of which, they are familiar to the field of handmade carpets that somehow exposed to Internet advertising carpet or carpet had been linked sites, which have been included in the questionnaire. The aim of this study is to validate Internet advertising associated with carpet, a model based on the behavior of consumers as to the quality of the product offered good advertising. The results show that drivers with 0/51 cognitive impact on consumer response and 0/42 impact on the emotional response of consumers have the greatest impact 0/32 erotic content and cognitive impact on consumer response and the impact on the emotional response of consumers 0/28 and priorities more accurately to stimuli content of the communication driver. The drivers of content and communication have not been any impact on consumer attitudes according to the research that is necessary for the impact on Internet advertising content is associated with greater emphasis carpet.

Full-Text [PDF 2292 kb]   (30 Downloads)    
Type of Study: Research |
Received: 2016/08/2 | Accepted: 2017/04/26 | Published: 2018/06/3

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