Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

study the factors affecting the increase of behavioral desire and intention of customers to buy from mobile businesses in Corona using UTAUT technology

Document Type : Original Article

Authors
saina fadaee baz ghaleh 1
hassan gharibi 2
hadi mosazade 3
1 Master of Business Administration in Marketing, Islamic Azad University, Rasht Branch, Rasht, Iran
2 Graduates of Transformational Business Management, Allameh Tabatabaei University, Tehran,
3 Graduates of Business Administration in Marketing Orientation, Urmia University, Urmia, Iran
10.52547/jabm.2.2.39
Abstract
Today, with the epidemic of Corona, more and more people are turning to online shopping, and in the meantime, mobile businesses due to the availability of the Internet and the use of more smartphones; It has received more attention and the newness of these new businesses has caused companies active in this field to have less information about the factors affecting customer behavior and their behavioral tendencies. so The aim of this study was to study the factors affecting the increase in behavioral desire and intention of customers to buy from mobile businesses in the corona using UTAUT technology across the country who have used mobile business services or products at least once; is. To investigate the study, a sample of 400 people was made available through the Telegram channel and the pages on Instagram and other virtual networks of Snap, Coin, Up, BafoodSoft and Bazaar applications. Data collection tool was a standard questionnaire with 20 questions whose validity and reliability were confirmed and distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of statistics, a description of indicators such as frequency and frequency percentage; At the level of inferential statistics from correlation methods, structural equation modeling, path analysis has been performed; For this purpose, SPSS and LISREL software were used. The results of the analysis showed that Moore's efforts, expected efficiency, social influence and facilitating conditions were important factors in the company that mobile business owners can improve their customers' desire to buy mobile applications in the situation Corona that people are less inclined to leave the house can be affected.
Keywords
Effort expectancy
Performance expectancy
social influence
Facilitating conditions
customer behavioral desire and purchase intention

Subjects

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