Studying and investigating the impact of marketing mix factors on e-purchase via smart phones (case study: Digikala corporation)
DOI:
https://doi.org/10.5377/nexo.v35i04.15540Keywords:
e-commerce, internet shopping, marketing, smart mobile phoneAbstract
In today's world, electronic shopping through various hardware has been developed to a great extent. Cellphones can help in to provide knowledge, course contents, interact with others and remote purchase. One of the necessities that plays an important role in today's chaotic environment is the concept of e-commerce. Despite the newness of this concept, e-commerce has made tremendous progress and especially recently in Iran, there has been an increase in its tendency, but on the other hand, since the goods in e-commerce are not tangible like in traditional commerce, it needs to follow a different approach. The current research is an applied research that examines the concepts of e-commerce, e-shopping, marketing mix and the relationship between them. The results showed that among all factors (independent variables), Product had the highest impact on customers' purchase intentions.
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