Proceedings of the 16th International Academic Conference, Amsterdam

FACTORS AFFECTING THE ELECTRONIC EXCHANGE OF DATA THROUGH VIRAL MARKETING (CASE STUDY: E-COMMERCE USERS IN RASHT CITY-NORTHERN OF IRAN)

MOHAMMAD TALEGHANI

Abstract:

The purpose of this study is the factors affecting the electronic exchange through viral marketing. Methods According to the research objectives is applied researches and the method of collecting data is field and according to the survey research is conducted. The sample comprised Rasht e-commerce users. The sample size of 384 was calculated by using simple random sampling. The instrument used to collect the required data, is questionnaire that its validity and reliability was calculated by validity method of content and determined reliability by Cronbach's alpha and were distributed after modifying questions and multiple regression analysis was used to test the hypotheses of this study, and collected data was analyzed by SPSS software. According to the research main question that factors such as capturing images, targeting resources, combining technology, ease of use of the product, needs to be part of a group, need to be different and altruism can be effective in use viral marketing, all hypotheses are confirmed.

Keywords: Viral Marketing, Electronic exchange, E-Commerce, Users of e-commerce.

DOI: 10.20472/IAC.2015.016.068

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