The Role of Marketing Mix Elements In Online Purchase Intention
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ebru Bagci
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The main purpose of this study is to examine the effects of digital marketing mix elements on consumers’ online purchasing intention. In addition, the study examined whether online purchasing intentions vary according to the demographic characteristics of the participants. This study was conducted in Istanbul, Türkiye, and the population of the research consists of consumers who are 18 years of age and older and who have done or are doing online shopping at least once in a certain period of their lives. The convenience sampling technique was used in the research. The data for the research was obtained through a survey administered to 404 participants. The data from the study were analyzed using SPSS 26.0 and AMOS 24 programs. As a result of the research, it was revealed that physical evidence, process, product, promotion and human mix elements positively affect online purchasing intention. © 2024, Ebru Bagci. All rights reserved.
Açıklama
Anahtar Kelimeler
Digital marketing mix, online consumer behavior, online purchase intention
Kaynak
Romaya Journal: Researches on Multidisciplinary Approaches
WoS Q Değeri
Scopus Q Değeri
N/A
Cilt
4
Sayı
1
