文章基本信息

标题：Investigating the Types of E-Advertising Strategy and its Influence on Consumer Buying Behavior
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作者：Mohammad Reza Shojaee ; Sara Totonkavan ; Nasim Masoumi Sanjani 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2014
卷号：6
期号：7
页码：262-266
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. This paper examines the relationship between environmental response and emotional response which are independent variables with dependent variable i.e. consumer buying behavior. This research investigates the relationship between the variables involved, by taking the 120 responses in Iran country. And its show that banner advertising is more effective than other ways of advertisings, and have great effect on consumer purchase decision on internet. Findings of this study show the moderate relationship between independent variables and dependent variableThis study reports new results in the field of buying behavior of consumers’ response. the extent and variety of online advertising is advertising is growing dramatically. Business are spending more than before on online advertising. Understanding that what factors in online advertising have effect on consumer purchasing behavior is vital. So, The the purpose of research was to study the effect of online advertising strategy on the buying patterns of consumers and to see what factors influence a consumer’s purchase.
关键词：e- Advertising Strategy; Environmental response; Emotional response; Consumer buying behavior