The effect of customer loyalty in electronic sales with the mediating role of branding, the relationship of electronic recommendation advertising on customers' purchase motivation with the mediating role of digital goods customers' knowledge in using the Internet

Subject Areas : improving the performance of the public sector; Taking advantage of the opportunities available to fulfill the needs of citizens

Nooshin sadat Sedighi ¹ , abbass zamani ²

1 - Management of Faculty of Humanities, Faculty of Management, Mazandaran, Sari
2 - faculty of member of sari unit islamic azad university

Received: 2024-05-23 Accepted : 2025-01-07 Published : 2025-09-21

Keywords: Electronic sales, electronic-recommended advertising, customer knowledge, Customer purchase motivation,

Abstract :

Sometimes customers and people who want to buy a product without going to the market or comparing different products and brands only go to people who have information about these products and ask them for help and guidance to buy these products. And any product or brand that these people introduce to them, they buy that product. Consumers use online reviews of others to reduce shopping time and make better decisions. On the other hand, with the emergence of knowledge management, organizations recognized that better understanding of customers is of great importance for providing services due to rapid changes in the business environment. The survey research method is descriptive-correlation. According to the purpose of the research, which is to investigate the relationship between electronic advisory ads on customers' purchase motivation and the mediating role of digital goods customers' knowledge in using the Internet, Cochran's formula was used to determine the sample size, and 272 people were obtained at the 5% error level. A non-probability sampling method is available. The current research is practical in terms of purpose and descriptive-exploratory in terms of data collection method. The data collection tool is a standard questionnaire. The validity of the questionnaire was confirmed using content validity, convergent validity and divergent validity, and its reliability was confirmed through Cronbach's alpha coefficient. To test the hypotheses, the structural equation model was used using Smart PLS software. The results of the research show that the effect of customer loyalty in electronic sales with the mediating role of branding, the relationship of electronic recommendation ads on the purchase motivation of customers with the mediating role of digital goods customers' knowledge in using the Internet network is significant.

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