نویسنده
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
E-advertising is defined as a process of introduction of goods and services. It is also recognized as a process of after sales services that create motivation of cus-tomers through internet tool for increasing purchase. The advantages of this ap-proach refer to its low cost and its access among customers. The aim of this study is determination of effectiveness rate of carpet E-advertising through in-ternet poll and measurement of its validation based on consumer’s behavior model. Importance of this issue is due to position of carpet as a floor covering and variety of products, considering available tools of advertisement. Data col-lection of this study has been done from end-user of internet in Tehran via doc-ument and field study approach using questionnaire. Statistical population is 103 persons who use carpet internet advertising websites. This population is se-lected according to the nature of activities for instance executive managers, pub-lic relation managers, human resources managers and expert’s workers. For data analysis, SPSS and AMOS software were applied in this study. The results of the study show communicating incentives have 0.55 effects on cognitive response and 0.41 effects on affective response. That is highest effect. And content incen-tives have 0.33 effects on cognitive responses and 0.29 effects on affective re-sponses of consumers. On the other hands communicating and content incen-tives do not have significant and positive effects on attitude of consumers. There for it is necessary to pay special attention to internet advertising content according to research model and for desirable affectivity.
کلیدواژهها [English]
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