Purpose: This study was conducted with the aim of investigating the effect of paying attention to the digital space on consumer decision-making with the mediating role of interest in the brand and willingness to buy (case study of Araz sports products). Methodology: In More
Purpose: This study was conducted with the aim of investigating the effect of paying attention to the digital space on consumer decision-making with the mediating role of interest in the brand and willingness to buy (case study of Araz sports products). Methodology: In terms of the purpose of this research, it is an applied research, and in terms of the method of data collection, it is a survey research and in terms of time, and since the researcher investigates the effect of the independent variable on the dependent, therefore this The nature of the research is causal-descriptive research. The data collection method is also field. The population of this research includes the consumers of Araz brand sports products in Abadan city, and due to the unlimited population, we used Cochran's formula to calculate the number of sample members. Based on this, the number of the examined sample was 384 people (questionnaire) and we used the online distribution of the Kim (2020) questionnaire to collect data. For the reliability of the questionnaire, we used Cronbach's alpha coefficient and for its validity, we used the analytical factor verification method. The results of the research hypotheses have been tested using Lisrel software. Findings: The results showed that paying attention to the digital space has an effect on consumer decision-making with the mediating role of brand interest and willingness to buy. Also, sports brands, including Iranian brands, need to install digital devices in stores to create a digital space to speed up the decision-making process of consumers.
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Given the widespread market and growing demand in the gaming industry in the country, there are great potential for investment and profitability in this sector against investors and owners of capital. The purpose of the present study was to determine the relationship be More
Given the widespread market and growing demand in the gaming industry in the country, there are great potential for investment and profitability in this sector against investors and owners of capital. The purpose of the present study was to determine the relationship between the marketing of computer games and the desire to purchase with the mediating role of cultural development. This is a correlation study and a questionnaire was used to collect data. Experts, academic professors and expert experts confirmed its content validity. The reliability of the instrument was calculated at an appropriate level by calculating the Cronbach's alpha. A sample of 400 citizens in Tehran's sixth district formed a sample of this study. Sampling method was available in this study. The findings of the study, after analyzing the path, showed that the marketing of computer games had an effect on culture as well as culturalization, but marketing of computer games had no effect on the willingness to buy.
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The purpose of this study is to examine the customer behavior affected by service delays. Nine hypotheses were tested in this study. The method of this research is descriptive-survey in terms of variables and applied in terms of purpose. The statistical population of th More
The purpose of this study is to examine the customer behavior affected by service delays. Nine hypotheses were tested in this study. The method of this research is descriptive-survey in terms of variables and applied in terms of purpose. The statistical population of this research was targeted in Parsian Hotel in Kermanshah. The sampling method in this study was simple random based on which 384 people were selected as a sample through Cochran's formula for data collection. In this study, a questionnaire was used as a research tool, the validity and reliability of which were confirmed. The confirmatory factor analysis was used to analyze the data and test the hypotheses using Amos structural equation software version 22. According to the research results, service delays have a positive effect on customers' anger and insecurity and a negative effect on their acceptability. Anger and insecurity also have a negative effect on the desire to buy and a negative effect on word of mouth marketing. In the end, acceptability also has a positive effect on the willingness to buy but a negative effect on the willingness to spread word of mouth.
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