چكيده به لاتين
The aim of this study was to investigate the impact of sensory marketing on business models based on the context of human bond communications in customer behavior. This is an applied research conducted as a descriptive-survey. The statistical population of this research is all customers of virtual stores in Tehran (unlimited community), from which a sample of 380 people has been selected using the Cochran's formula. Research data are collected in the laboratory through EEG output and recording of brain signals. Survey data in field studies were collected through a questionnaire without flexibility from online store customers. The validity of the questionnaire was confirmed using the content validity method. To evaluate the reliability of the questionnaire, Cronbach's alpha coefficient was calculated. Cronbach's alpha coefficient was more than 0.7, which indicates that the questionnaire has good reliability. In this study, the structural equation model has been used to investigate all research hypotheses in the survey section. Laboratory data were analyzed and analyzed according to the type of output data obtained from electroencephalographic devices and EEG signals were analyzed by tools such as EEGLAB or Neuro physiological Biomarker Toolbox. The results of testing the research hypotheses showed that visual marketing has a positive and significant effect on customers' behavioral tendencies; Touch marketing has a positive and significant effect on customers' behavioral tendencies; Aromatic marketing has a positive and significant effect on customers' behavioral tendencies. Based on the results of EEG analysis, it was found that the smell of three different food products caused changes in the intensity of EEG waves. Also, based on the findings, it was found that there was a significant correlation between the intensity of the waves and the desired aroma of the participants; This means that according to the checklist provided to the participants, hot Nescafe, cake and cheese, respectively, were the most desirable for them. The results also showed that most of the wave changes occur in the left hemisphere of the posterior part of the brain.
