بررسی نقش میانجی تبلیغات دهان‌به‌دهان الکترونیکی در رابطه میان ابعاد بازاریابی تجربی و قصد خرید مصرف‌کننده (مورد مطالعه: بازار اینترنتی تلفن همراه)

The purpose of this study is to investigate the mediatory role of electronic word of mouth advertising in relation to the dimensions of empirical marketing and consumer buying intensions in the Internet shopping market of mobile phones. This research is applied in terms of purpose, and descriptive, the correlational type, in terms of data collection. The target community of this research includes all people who have participated in the International Book Fair held in Tehran in 1396 from all over Iran and who have had at least one mobile phone Internet shopping experience. The all available purpose-based sampling method was of non-probable methods. The sample size is 385 people based on Cochran's formula and standard questionnaires are used for data collection. The data analysis method is the structural equation modeling using the PLS 2 software. The results of this study showed that empirical marketing (0.40) as well as each of its dimensions including sensory experience (0.21), emotional experience (0.30), intellectual experience (0.35), practical experience (58/0) ) And communication experience (0.49) had a positive and significant effect on electronic word of mouth advertising. Electronic word of mouth advertising had a positive and significant impact (0.27) on consumer purchasing intention. The direct impact of empirical marketing (0.27) as well as its indirect effect through the mediation of electronic word of mouth advertising (0.11) on consumer purchasing intention has also been confirmed.