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Studying The Effect Of Brands And Internet WOM Advertisement On Customer Purchase
[Full Text]
AUTHOR(S)
Ali Sedighimanesh, Mohammad Sedighimanesh, Neda Ashghaei
KEYWORDS
Customer, Brand image, Internet WOM advertisement, Customer purchase.
ABSTRACT
Objectives: e-commerce can be represented as any online trade and commerce via the Internet. Methods/Analysis: It should be noted that online purchase is not based on the actual experience of purchasing goods, but is based on aspects such as image, the qualitative information and publicizing of the product. Customers should be searched on the Internet randomly to evaluate the product and also reduce the risk of buying. So customers obtain product information before making a purchase and then perform the evaluation and diagnosis of products Findings: The survey was conducted according to studying the model using a questionnaire, which collected data analysis has been made in SPSS software. Improvements: The results of this study show that the brand image and internet word of mouth advertisement and moderating variables (price reductions, customer trust mode and ) has a tremendous impact on customer purchase intention.
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