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.
Downloads
972
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Universidad Nacional de Ingeniería
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors who publish in Nexo Scientific Journal agree to the following terms:
- Authors retain the copyright and grant the journal the right of the first publication under the license Creative Commons Attribution License, which allows others to share the work with a recognition of the authorship of the work and the initial publication in Nexo Scientific Journal.
- Authors may separately establish additional agreements for the non-exclusive distribution of the version of the work published in the journal (for example, in an institutional repository or a book), with the recognition of the initial publication in Nexo Scientific Journal.
- Authors are allowed and encouraged to disseminate their works electronically (for example, in institutional repositories or in their own website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published works.
