چكيده به لاتين
The research begins with the study of internal and external sources. In the following, for initial design and content review, we conduct interviews with experts and prepare a structured questionnaire on viral marketing components and e-purchase rates. Then, by using the quantitative survey method along with structured questionnaire distribution in the related statistical sample, we calculate Cronbach's alpha for reliability and perform confirmatory factor analysis to validate factors and indices that were used. We also answer the research questions by applying statistical techniques and structural equation modeling and Fridman's test.
In the present study, we investigate the effect of marketer characteristics, marketing message characteristics, network structure, and proper marketing targeting on e-customer acquisition as one of the behavioral components of online shopping, like the Morvarid Panberiz Company as a sample of Iran online store subsets. The effects of the components were prioritized according to their importance, which are: proper targeting, messaging features and network structure.
