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Mohammadi Bajgiran, Ehsan, HosseinZadeh, Ali, Sanavi Garosian, Vahid. (1402). Presenting the compulsory purchase model of consumers with internet advertising of digital content in the television shopping industry of the country. سامانه مدیریت نشریات علمی, (), -. doi: 10.22054/dcm.2023.73463.1202
Ehsan Mohammadi Bajgiran; Ali HosseinZadeh; Vahid Sanavi Garosian. "Presenting the compulsory purchase model of consumers with internet advertising of digital content in the television shopping industry of the country". سامانه مدیریت نشریات علمی, , , 1402, -. doi: 10.22054/dcm.2023.73463.1202
Mohammadi Bajgiran, Ehsan, HosseinZadeh, Ali, Sanavi Garosian, Vahid. (1402). 'Presenting the compulsory purchase model of consumers with internet advertising of digital content in the television shopping industry of the country', سامانه مدیریت نشریات علمی, (), pp. -. doi: 10.22054/dcm.2023.73463.1202
Mohammadi Bajgiran, Ehsan, HosseinZadeh, Ali, Sanavi Garosian, Vahid. Presenting the compulsory purchase model of consumers with internet advertising of digital content in the television shopping industry of the country. سامانه مدیریت نشریات علمی, 1402; (): -. doi: 10.22054/dcm.2023.73463.1202

Presenting the compulsory purchase model of consumers with internet advertising of digital content in the television shopping industry of the country

International Journal of Digital Content Management
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 18 خرداد 1402    اصل مقاله (1.57 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22054/dcm.2023.73463.1202
نویسندگان
Ehsan Mohammadi Bajgiran1؛ Ali HosseinZadeh* 2؛ Vahid Sanavi Garosian2
1Ph.D Candidate of Department of Management,Torbat-e- Heydarieh Branch, Islamic Azad University, Torbat-e- Heydarieh, Iran
2Department of Management, Torbat-e- Heydarieh Branch , Islamic Azad University, Torbat-e- Heydarieh, Iran
چکیده
The main goal of the current research was to present the pattern of forced purchase by consumers with internet advertisements of digital content in the television shopping industry of the country. The research method of this research was integrated (qualitative-quantitative) and practical in terms of purpose. The research community included marketing experts who were selected based on the purposeful sampling method of 10 people. The research tool was interview and data base theory was used for data analysis with MaxQDA software. The statistical population in the quantitative section also included television buyers in Mashhad, and 384 questionnaires were selected based on Morgan's table and based on random sampling. The research tool was a researcher-made questionnaire and the structural equation method with SmartPLS software was used for data analysis. The validity of the questionnaire was confirmed using face and content validity, divergent and convergent validity, and its reliability was confirmed using Cronbach's alpha, composite and homogenous reliability. The findings showed that the compulsive buying pattern of consumers in the television shopping industry has causal conditions (mixed design of digital marketing appropriate for television sales; digital marketing capabilities; individual demographic characteristics; lifestyle; family); (quick and thoughtless buying and irrational and emotional buying) as a central phenomenon;
کلیدواژه‌ها
compulsive buying؛ compulsive buying from TV؛ marketing capabilities؛ personality causes؛ psychological causes
آمار
تعداد مشاهده مقاله: 376
تعداد دریافت فایل اصل مقاله: 51


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