The Driving Power in Consumer Purchasing
| المصدر: | المجلة الأوربية لتكنولوجيا علوم الرياضة |
|---|---|
| الناشر: | الأكاديمية الدولية لتكنولوجيا الرياضة |
| المؤلف الرئيسي: | .Kadadha, Mahmoud S (Author) |
| المجلد/العدد: | ع46 |
| محكمة: | نعم |
| الدولة: |
الإمارات |
| التاريخ الميلادي: |
2023
|
| الصفحات: | 519 - 543 |
| DOI: |
10.38005/0880-000-046-026 |
| ISSN: |
2409-2908 |
| رقم MD: | 1475109 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EduSearch |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Driving Power | Consumer | Purchasing
|
| رابط المحتوى: |
| المستخلص: |
Brand, traditional celebrity, and social media influences consumer choice behavior. However, it is not clear which among the three factors has the highest influence. Therefore, this study aims at establishing which factor among the three has the greatest power to influence the consumer purchasing decision. In this quantitative study, 800 participants who were shoe consumers from the United States completed a formulated survey questionnaire in order to measure their demographic characteristics as well as the study variables that included consumer choice behavior as the dependent variable and traditional celebrities, social media, and brand as the independent variables. The findings indicated that brand is the strongest influencer of consumer choice behavior among the three factors. |
|---|---|
| ISSN: |
2409-2908 |
عناصر مشابهة
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