The relationship between neuromarketing and electronic word-of-mout advertising with customers' impulse buying behavior in Khorramabad city Refah chain store
Subject Areas :amin malekpour 1 , sseed mir 2
1 - Masters; Business Management Department of Electronic Commerce, Faculty of Literature and Human Sciences, Islamic AMasters; Masters; کارشناسی ارشد؛ MSc; کارشناسی ارشد; master's degree; Business Management Department of Electronic Commerce, Faculty of Literature and Human Sciences, Islamic Azad University, Khorramabad Branch,zad University, Khorramabad Branch,
2 - Assistant Professor, Department of Management, Khorramabad Branch, Islamic Azad University, Khorramabad
Keywords: neuromarketing, electronic word-of-mouth advertising, impulse buying behavior,
Abstract :
Objective: This research was conducted with the aim of investigating the relationship between neuromarketing and electronic word-of-mouth advertising with the immediate purchase behavior of customers in Refah chain stores in Khorramabad city. Methodology: The research method was descriptive and in terms of correlation type and applied in terms of purpose. The statified population of this research includes customers of chain stores in Khorram Abad city. The sample size of 384 people was determined in 1402; which were selected by simple random sampling method. The data collection tool was standard questionnaires. To analyze the data, the Kolmogorov-Smirnov test, Pearson correlation test, and stepwise regression analysis were used using spss version 19 statistical software. Conclusion: The results showed that there is a positive and significant correlation between the dimensions of neuromarketing and impulse buying behavior, as well as a positive and significant correlation between word-of-mouth advertising and impulse buying behavior Originality: Among the dimensions of neuromarketing, the ethical dimension has the ability to predict immediate purchase behavior he results showed that there is a positive and significant correlation between the dimensions of neuromarketing and impulse buying behavior, as well as a positive and significant correlation between word-of-mouth advertising and impulse buying behaviormpulse buying behavior tion tool was standard questionnaires. T
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