Identifying and ranking factors affecting the marketing performance of online stores
Subject Areas : Innovation and Invention
Fereydon omidi
1
*
,
somayeh ebrahimi
2
1 - Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran
2 - Assistant Professor, Department of Educational Sciences, Hazrat Khadijah Kobri Higher Education Center, Dezful, Farhangian University, Dezful, Iran
Keywords: marketing performance, online stores, TOPSIS, ranking,
Abstract :
The purpose of this research is to identify and rank the factors affecting the marketing performance of online stores in Khuzestan Province. The statistical population includes buyers of online stores in this region, with a sample of 379 participants selected through convenience sampling. This study is applied in nature, as it aims to uncover existing realities. Given that data were collected through a questionnaire, the research is classified as descriptive-exploratory. The findings, based on exploratory factor analysis, revealed seven key factors influencing the marketing performance of online stores: information quality, trust, ease of understanding, emotional appeal, availability, comparative advantage, and satisfaction. These factors were identified specifically in the context of the Arvand Free Zone. The results of ranking these factors using the TOPSIS technique indicate that the "online network providing complete information" holds the highest priority among the options. The relative priority of the remaining
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