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Investigating the effect of educational programs of health care products manufacturers on the impluse buying behavior of consumers in Mashhad
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Abbas Sharifi Pour *1   , Mitra Farahbakhsh2 |
1- Department of Management, Imam Reza International University, Mashhad, Iran
2- Graduated from Hakim Nizami Qochan University of Business Administration and Marketing |
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Abstract: (230 Views) |
The purpose of this study was to investigate the effect of educational programs of health care products manufacturers on the impluse buying behavior of consumers. The research method is applied in terms of purpose and survey-descriptive in terms of method. The statistical population includes all users living in Mashhad and active in Instagram social networks who are members of the virtual pages of health product manufacturers, the total number of which is almost unlimited. Using the Cochran's formula, 384 were selected by simple random sampling. Hugh Jang et al. (2011) research was used for impluse buying behavior. After confirming the validity and reliability of the questionnaires, they were distributed among the sample members. The obtained data were analyzed using nterpretive structural modeling using Smart PLS software. Findings of the study showed a good fit of the proposed model with the data so that the average value of 0.85 for GOF indicates a strong overall fit of the model. The results showed that the quality of implementation, compliance with ethical principles and the up-to-dateness of the content of educational programs have an effect on the impluse buying behavior of consumers in Mashhad. Meanwhile, the extent of this impact among customers of chain stores is more than customers of pharmacies and health care supply centers in Mashhad.
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| Keywords: Educational programs, Impluse buying behavior, Consumer behavior |
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Full-Text [PDF 527 kb]
(61 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/05/24 | Accepted: 2023/07/11 | Published: 2023/10/22
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