Study of the Impact of Advertising on Online Shopping Tendency for Airline Tickets by Considering Motivational Factors and Emotional Factors
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- 作者：Mahsa Abayi ; Behnaz Khoshtinat ; Behnaz.khoshtinat1@gmail.com" class="auth_mail" title="E-mail the corresponding author
- 关键词：advertising ; online shopping ; emotional factors ; motivational factors.
- 刊名：Procedia Economics and Finance
- 出版年：2016
- 出版时间：2016
- 年：2016
- 卷：36
- 期：Complete
- 页码：532-539
- 全文大小：217 K
文摘
The present study was aimed at investigating the impact of advertising on online shopping tendency for airline tickets by considering motivational factors and emotional factors. Current studies show that the impact of advertising on consumers has caused them to gradually change their buying behaviors and re-think of the products they buy. Good advertising can cause consumer tendency for online purchases in the marketing process by making use of proper expertise and technologies. The population of the present study consists of all the members of the society. The research method is applied, basic and developmental in terms of objective and descriptive-survey in terms of method. The results of the analysis showed that emotional and motivational factors are effective in online purchases. Also, appropriate advertising adjusts the impact of motivational and emotional factors when shopping online. Also, the presented model has good fit and finally, several suggestions are presented based on the obtained results.