Abstract
The paper’s aim is that how the electronic system is able to transmit the message and is considered as an advertising tool, influencing factors on consumer’s behavioral response should be identified in order to use this media desirably, effectively, and utilize the e-advertising advantages to satisfy consumers’ needs. This is a research an applied research and a descriptive one with field studies. There are some casual relationships among the research variables. A questionnaire is used to collect data. This study aims to designing, validating, and evaluating a model which explains the influence of e-advertising on consumer behavior as well as providing strengths and weaknesses of the model and suggesting solutions to enhance strengths and converting weaknesses to strengths. In this paper, capabilities of internet advertising are examined in a form of 14 content and communicate motives via a leading process (cognition, affection, and attitude) on consumer’s behavioral response (image and mentality, intention and desire, testing, purchasing and consuming) as “an e-advertising model” in Tehran Refah Chain Stores. Results show a suitability of the fitted structural model. The above mentioned company, however, should improve its website’s capability in content and communicate motives. In this way, internet advertisings of Refah Chain Store’s are able to have a desirable effectiveness in order to lead the consumer behavior.
Highlights
E-advertising is a form of promotion that uses the internet to deliver marketing messages to attract customers
This study aims to designing, validating, and evaluating a model which explains the influence of e-advertising on consumer behavior as well as providing strengths and weaknesses of the model and suggesting solutions to enhance strengths and converting weaknesses to strengths
Capabilities of internet advertising are examined in a form of 14 content and communicate motives via a leading process on consumer’s behavioral response as “an e-advertising model” in Tehran Refah Chain Stores
Summary
E-advertising is a form of promotion that uses the internet to deliver marketing messages to attract customers. An advertisement is an entity of concepts which can be used to supply the market with products on the basis of making a relationship with customers. This entity has two areas; the first area is marketing; its goal is to create, communicate, and deliver value to customers. In the early outburst of internet advertisings, advertisements were mostly like colorful rectangular shapes which were called Banners. New advertisements are transmitters of a comprehensive message themselves Their texts change constantly to transmit a better message to users.
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