This study investigates the influence of Facebook applications and activities on consumers purchase intention and provide insights into whether consumers take notice of their peer’s activity on Facebook and whether that activity influences consumer purchase intention. Regression analyses conducted on the results from a survey of 215 Facebook users suggests that the use of Facebook’s like button...

E-books have changed the way to publish and the way to read. The books are stored digitally and can be loaded by various readers. In this study, we examine the effect of gender and format of e-books toward the perceptions of innovation characteristics and purchase intention of the books. Following a 2x2 experimental design on the content (static versus dynamic) and reader (computer versus table...

Mobile commerce is rapidly growing, providing financial institutions increasing opportunities to attract customers and build relationships. Although Millennials have the largest buying power and are constantly using their mobile devices to shop, certain financial institutions have not been successful in taking advantage of m-commerce in building relationships with these consumers. Thus, this st...

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...

This study aimed to test the conceptual model on the causal relationship of motivation and consumption intention. To this end, 390 spectators who were present at the stadium, were randomly selected using stratified random sampling. They voluntarily completed Funk’s Motivation Scale and spectators’ consumption intention questionnaire. Structural Equation findings indicted a significantly positiv...

Smartphones are the most popular in use among younger generation, with 81% of young people having their own phones. Smartphone technology, its high functionality, certainly change behavior people, especially adults as frequent smartphones at this time. From findings adult and increasingly competitive issues between brands smartphones, research will identify intentions purchasing smartphones. re...