05 خرداد 1403
منيژه بحريني زاد

منیژه بحرینی زاد

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت بازرگانی
تلفن: 07733442125
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
بررسی نقش تبلیغات اینترنتی در فرایند تصمیم گیری خرید مشتریان در صنعت لوازم خانگی، مطالعه در شهر بوشهر
نوع پژوهش پارسا
کلیدواژه‌ها
Internet advertising ,customer process decision making,Household Appliances
پژوهشگران محبوبه قریحه (دانشجو) ، مجید اسماعیل پور (استاد راهنما) ، منیژه بحرینی زاد (استاد مشاور)

چکیده

Context: Internet advertising is defined as a communication means for shaing adverisements via the internet. In comparison to traditional advertising, online advertising has noticealole advertising .though, Internet advertising has not achieve a good position in Iran. Some limitation and problem in the country has hindered the improvement of Internet advertising. Purpose: this study is of the role of the internet advertising in customer process decision marketing for Household Appliances research has been underalen in Bushehr.In this case Internet advertising -some research has been done conserning customers satisfaction ,trust, loyalty , attitude and the process of decision marketing based on fairly under randing. Methodology: this study is oprational in terms applied of the aim, and descriptive-correlative in terms of data collection.The Statistical population of this research includes a number of customers in the city Bushehr. Which due to it infinity these customer use on the sample of the study. The methods of the research sampleing is the simple random selection and 390 questionnaires have been gartued . After collection data, the conceptual model of research through structural analysis model and some reforms was confirmed. Findings:The research Findings show that use Internet and Internet advertising has a direct impact on customers process decision marketing for Household Appliances.It is also show that amony the variables, satisfaction of the customer does not effect the use of Internet and no Internet advertising