Identifying and ranking factors affecting the marketing performance of online stores
Subject Areas : Innovation and Invention
Fereydon omidi
1
*
,
somayeh ebrahimi
2
1 - Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran
2 - Assistant Professor, Department of Educational Sciences, Hazrat Khadijah Kobri Higher Education Center, Dezful, Farhangian University, Dezful, Iran
Keywords: marketing performance, online stores, TOPSIS, ranking,
Abstract :
The purpose of this research is to identify and rank the factors affecting the marketing performance of online stores in online stores in Khuzestan province. The statistical population of the current research includes buyers of online stores in Khuzestan province, who were selected by available sampling method in the number of 379. The current research is of an applied type, because this research is conducted to discover existing realities or things that are, and a questionnaire is used to collect information, it is considered a descriptive-exploratory research. The research findings show that using exploratory factor analysis, seven factors of information quality, trust, ease of understanding, emotional request, availability, comparative advantage, satisfaction, as effective factors on the marketing performance of online stores in online stores. It was detected in Arvand Azad Zone. The results of ranking the options with the TOPSIS technique indicate that the online network option provides complete information and has a higher priority than other options. In the same way, the priority of other criteria has also been specified.
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