Knowing consumer attitudes in the field of consumer behavior is a strategic capability. Therefore, the purpose of this study was to investigate the effect of non-traditional promotional tools with guerrilla marketing approach on consumer purchase intention with the mediator variable of customer satisfaction in Hooshmand Khorshid Bahrevar Company in Bushehr Province. For this purpose, a question...

The objective of this study was to evaluate the effect of a healthy school tuck shop program, developed as a way of creating a healthy and nutritional school environment, on students' access to healthy foods. Five middle schools and four high schools (775 students) participated in the healthy school tuck shop program, and nine schools (1,282 students) were selected as the control group. The int...

Online consumer product reviews, an important form of electronic word-of-mouth (eWOM), have attracted widespread attention from researchers. The reviews provide potential buyers with product comments and evaluations from a user’s perspective. This paper examines how the sequence of negative reviews, the quantity of online feedback text and the quality of online comments affect consumer purchase...

The demise of electronic-only retailers has led to the domination of electronic retailing by multichannel retailers. Many of the latter have recognized that multi-channel integration can improve their customer acquisition and retention capabilities. To realize these benefits, however, retailers need to provide a consistent and superior shopping experience across channels. This implies that the ...

this research studies the impact of e-banking service quality on customer satisfaction and commitment. the aim of study is applicable, and given the importance of topic, 384 customers of saderat bank branches in tehran province who experienced the use of bank electronic services selected by sampling and randomly. by the use of a questionnaire, the data are collected. for evaluating questionnair...

Consumer-oriented electronic commerce is a global phenomenon. However, while online transactions are readily accepted by consumers in some countries, in others consumers seem to be less accepting. This paper uses innovation adoption theory in combination with literature on culture and information technology to examine the question of whether culture influences consumers' intentions to purchase ...