نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 کارشناسی ارشد کارآفرینی ، دانشکده کارآفرینی دانشگاه تهران، تهران، ایران
2 گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران ، ایران
3 گروه بازاریابی، مدرسه کسب و کار، دانشگاه میدلسکس، لندن، انگلستان
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Today, the use of advertising in marketing research has become increasingly important, so the use of multi-sensory marketing in online retail advertising can increase the effectiveness of advertising. The focus of previous research in the field of sensory marketing has been on monosensory (visual) channels and due to increasing consumer awareness of advertising a product, product consumption and inattention of suppliers to this type of marketing has been used less than other senses. Therefore, the present study examines the two senses of visual and aidtion at the same time. This research, in proportion to the purpose, is an applied research and due to its nature, it is a descriptive research that in descriptive research, the intended society can be explored and studied through a survey and correlation method. The statistical population of the research has been unlimited and has been one of the consumers of online retail. The final sample size of 400 retail consumers was selected by cluster random sampling. The required data were collected using a distributed questionnaire and analyzed using descriptive statistics and inferential statistics techniques such as structural equation modeling and standard regression coefficient (β). Findings showed that multi-sensory marketing mediated by the attitude to advertising has a positive effect on the effectiveness of advertising and marketers can use multi-sensory marketing to create feelings and emotions for consumers to enjoy product advertising can influence their attitudes and purchasing behavior. This in turn will make advertising more effective in the online retail industry.
کلیدواژه‌ها [English]
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