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Abstract
The goal of this research is study of effective factors for preserving the brand customers in e-commerce. In this research we study the factors interfering in preserving and expanding the LG brand customers in the internet environment in order to identify such cases and use the same for raise of revenue earning. The purchasers of LG LCDS were considered among the customers of LG Brand. The statistical society in this research is all customers of LG LEDS in Iran and the sample volume based on society formula is unlimited 385 persons. The questionnaire used in this research includes 67 questions and two parts that in the first part the demography features are designed and in the second part the questions related to research variables are designed out of which 8 questions are related to customers confidence , 15 questions about brand validity, 22 questions about services quality , 12 questions about internet knowledge and 10 questions about customers preserving and expanding. 400 questionnaires were distributed among the LCD customers of LG brand and 366 questionnaire were received sound and safe and its validity and reliability were achieved. The validity coef. for the entire questionnaire based on Cronbach’s Alfa is calculated 0.79% and for reliability of questionnaires and structure of questionnaire and discovery of factors causing any structure the confirmation operation analysis were used. For data analysis the descriptive statistical methods are used like drawing the diagrams and calculation of indices and also for performing the statistic tests the Pierson Correlation coef. and variance means are used and the LISREL software has been used. The due results in a significant and meaningful level 1% showed that there is meaningful positive relationship between all variables of branch validity, quality services, internet knowledge and preserving the internet customers and there is no meaningful relations i.e. 5% in variable of customer’s confidence. As such the hypothesis 1, 3 and 4 are confirmed the second hypothesis is rejected.
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References
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- Zandieh, Reza, Oct. 2005, familiarity with e-commerce, IT Age monthly, No.176
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References
Delavar A, 2001, “Theoretical and Scientific Fundamentals in Humanities Research”, Tehran, Roshd Publication
Zandieh, Reza, Oct. 2005, familiarity with e-commerce, IT Age monthly, No.176
Ali, Aref, Identification of Commercial Brokers in e-commerce through internet, 2000, Tehran Azad University, Master’s Degree Thesis, Business Administration
Fayazi, Marjan and Maliheh Mirzadeh, Beyond e-commerce, “ Study of e-commerce status in the world” De. 2005, Karafarin Monthly, No.36
Gholizadeh, Maryam, May 2007, e-commerce, Foulad Monthly, No.146
Katler, Philip, Armstrong, Gary 2004, principles of Marketing, translated by Bahman Forouzandeh, third edition, Tehran, Atropat
Nobandegani, Naghmeh, Spring 2009, Ghazvin University , Effect of mental understood picture of company on generalization of trade brand
Vazifehdoust, Hossein, Winter 2006, identification of effective factors on behavior of consumer in using the electronic services, Economy and Modern Commerce Quarterly, No.7
Aaker, D.A. 1992. Building Strong Brands, New York: The Three Press.
Bearden, W.O. and Etzel. M.J. 1982. “group influence on product and brand-purchase.
Decisions “journal of consumer research, vol. 9 No.2, OO. 198-211
Keller, K. Strategic brand management, 2nd edition, New Jersey, USA: Pearson Education 2006
Kap, ferer, J,N. (Re) investing the brand: can top brand survive the new market realities, London, UK, Kagon Page Limited 2001
Walker, R. L. Johnson, 2006, Why Consumers Use and Do Not Use Technology, Enab LCD Services, Journal of Services Marketing
Wee, T.T. (2002) Factors affecting new products innovation in the consumer electronic industry, singap. Manager Rev.