THE IMPACT OF ELECTRONIC WORD OF MOUTH ON ONLINE IMPULSE-BUYING BEHAVIOR ON ZANBIL ONLINE STORE
DOI:
https://doi.org/10.32461/2226-3209.1.2018.177224Abstract
Abstract. In today’s highly competitive markets, corporate executives are looking for new ways to make
people aware of their products and improve their brands. Therefore, they use different marketing methods to attract more customers. One of the most effective methods that are based on interpersonal communication is electronic word of mouth (eWOM) marketing. In recent years, with the increase in internet users in Iran, a good opportunity has been created for companies to use this innovative method along with traditional marketing methods. The present study is an applied and a descriptive-survey type research. The statistical population includes customers of Zanbil website. For sampling we use convenience sampling, and collected 384 filled questionnaires. The purpose of this study was to investigate the effect of eWOM on online shopping behavior. After reviewing theoretical foundations and findings of
previous researches, we prepared a conceptual research model and hypotheses. The findings showed that eWOM have a significant effect on online shopping behavior.
Keywords: eWOM, online impulse-buying behavior.
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