The Effect of the Content of the Promotional Message on the Intention to Purchase the Staff of the Municipality of Tehran

Subject Areas : مدیریت

Shima Yavari ¹ ( M.A., Department of Commerce Management, Buin Zahra Branch, Islamic Azad University, Buin Zahra, Iran )
Seyed Mahmoud Saberi ² ( Assistant Professor, Department of Business Management, Buin Zahra Branch, Islamic Azad University, Buin Zahra, Iran )

Received: 2020-02-02 Accepted : 2020-02-02 Published : 2018-02-20

Keywords: Content, Purchasing Intent, People's Attitude, People's Perception, Promotional Content,

Abstract :

This research aim is order to investigate the intention to buy in the insurance industry; considering that in this research the effect of the variables or the causal relations between the variables of the model is sought to be sought, this research is based on the nature and method of scientific research. This study is also an applied research on the cognitive purpose, and is based on a quantitative research. The data collection method is library-field. The statistical population of the study consisted of employees and managers of Tehran municipality. According to Morgan's table, the minimum number of samples required to conduct this research is 291 people, which according to the widespread number of questionnaires, 385 questionnaires were collected. To test the hypotheses of this research, a questionnaire of 29 questions was used that contains dimensions of message content, perception, personalization, attitude and intention of purchase. The results of the analysis of variance based on SmartPLS2 software showed that positive behavior toward promotional SMS has a positive effect on purchasing intention. Additionally, the customization of SMS messages on the relationship between the message content of the message and the perception of the ad text of the moderated effect Does