اثر تبلیغات توصیه‌ای مثبت، تصویر فروشگاه و ریسک ادراکی بر تمایل خرید از برند فروشگاهی

عظیم زارعی, احمد کاظمی

چکیده


     در پژوهش حاضر تأثیر چند عامل مختلف (تبلیغات توصیه‌ای مثبت، تصویر فروشگاه و ریسک ادراکی از برند فروشگاهی) بر تمایل خرید از برند فروشگاهی بررسی شد. برای جمع‌آوری داده‌ها، تعداد 420 پرسشنامه در میان مشتریان «فروشگاه اتکا» توزیع شد که تعداد 387 عدد از پرسشنامه‌ها صحیح بودند و برای بررسی ‌و تحلیل استفاده شدند. طبق نتایج پژوهش، تأثیر تبلیغات توصیه‌ای مثبت بر تصویر فروشگاه، تبلیغات توصیه‌ای مثبت بر تمایل خرید از برند فروشگاهی، تصویر فروشگاه بر ریسک ادراکی از برند فروشگاهی و ریسک ادراکی از برند فروشگاهی بر تمایل به خرید از برند فروشگاهی تأیید شد؛ ولی تأثیر تصویر فروشگاه بر تمایل خرید از برند فروشگاهی تأیید نشد.


واژگان کلیدی


تبلیغات توصیه‌ای مثبت؛ تصویر فروشگاه؛ ریسک ادراک‌شده؛ تمایل به خرید از برند فروشگاهی.

تمام متن:

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