Document Type : Original Article
Authors
1
PhD Student in Marketing, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran.
2
Assistant Professor, Department of Management, Ajab Shir Branch, Islamic Azad University, Ajab Shir, Iran
3
Assistant Professor, Department of Management, Ajab Shir Branch, Islamic Azad University, Ajab Shir, Iran.
4
Associate Professor, Department of Economics, University of Tabriz, Tabriz, Iran.
Abstract
Abstract
The present study aims to provide a model of customer motivation to post comments on product sales websites to find answers to these questions: What are the components of customer motivation comments in product sales websites? What is the model of customer motivation to post comments on product sales websites? This research is developmental based on purpose, explanatory and exploratory and according to the result of this research and is also mixed in terms of data collection of this research. In the qualitative part of the research, the statistical population of this research is the experts and sales managers in the three sites of Digi Kala, Tarb and O Kala. Based on the theoretical foundations and open interviews collected from experts and sales managers in the three sites of Digi Kala, Tarb and Okala in the form of implementation of Delphi technique and with the sub-criteria of 65 in the form of 16 main criteria and in the form of 6 dimensions Mainly, interest in participating in the product and service, helping to lead the organization, personal motivation of customers, updating the product and brand, improving the dimensions of the organization's marketing and optimism to make changes, as dimensions of motivation for customers to comment on the web Product sales sites were identified.
Keywords
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