Volume 14, Issue 9 (9-2017)                   cs 2017, 14(9): 29-44 | Back to browse issues page

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Parsa A, Farrokhian S. Surveying Influence of Different Aspects of Consume Experience on Post-consume Variables (Satisfaction, Sadness Intensity, Mouth-to-mouth Communication, and Behavioral Wills) (Case Study: Mashhad Azad University). cs. 2017; 14 (9) :29-44
URL: http://cs.shahed.ac.ir/article-1-1471-en.html
Faculty of Human Science, Azad University of Neyshabur
Abstract:   (2014 Views)

One of the main tasks of marketers is understand of consumers and their experiences about products and services and how their experiences influence their feelings. This paper aims to study influence of different aspects of consume experience on post-consume variables (satisfaction, sadness intensity, mouth-to-mouth communication, and behavioral wills). Random stratified sampling was done for data gathering of questionnaires distributed among 385 students of Mashhad Azad University. Confirmatory factor analysis and structural equation model were used for data analysis using AMOS software. This is functional survey. Findings show that pleasure in consume experience has positive influence on satisfaction, sadness intensity, will for oral advertisement, and intention for repetition of experience). Also, escaping from reality in consume experience has positive effects on sadness intensity of consumers. Learning and communication (common experience) in consume experience has positive influence on oral advertisement implementation. Also, . Learning in consume experience has positive influence on oral advertisement will.

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Type of Study: Research | Subject: Special

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