Investigating the effect of empathy on purchase intention with the mediating role of cooperative behavior, customer citizenship behavior and brand value and the moderating role of extra-social relationships.
(Study case: Digikala customers on socia
1
Business Management, Marketing, Payam Noor University, Arstan, Al-Shatar, Iran
2
Master's degree, Business Administration, Marketing, Payam Noor University, Al-Shatar, Lorestan, Iran
Abstract
This research investigates the effect of empathy on purchase intention with the mediating role of cooperative behavior, customer citizenship behavior and brand value and the moderating role of extra-social relationships (case study: digital goods customers in social networks). The research is descriptive and survey in terms of practical purpose and in terms of how to collect information. Research data has been collected through five-choice Likert questions included in the research questionnaire. In this research, in order to analyze the data obtained from the questionnaire, in accordance with the statistical needs, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The statistical population of this research is digital goods customers in social networks, which is uncountable. In order to calculate the required sample size for the research using Cochran's formula for unlimited communities, 5% confidence level equal to 384 people has been obtained. The studied sample was collected by the available method. The research results show that the variables of empathy on brand value with the mediating role of customer participation behavior (0.147), empathy on brand value with the mediating role of citizenship behavior (0.225), empathy on purchase intention with the mediating role of citizenship behavior (0.298) ) Empathy on purchase intention with the mediating role of customer participation behavior (0.311) Empathy on customer participation behavior with moderation of extra-social relationships (0.264) Empathy on citizenship behavior with moderation of extra-social relationships (0.093) Customer participation behavior On the intention to buy with the mediating role of brand value (0.120), citizenship behavior has a significant effect on the intention to buy with the mediating role of brand value (0.251) among Digikala customers in social networks.
hamedi, O., & heidari, Z. (2024). Investigating the effect of empathy on purchase intention with the mediating role of cooperative behavior, customer citizenship behavior and brand value and the moderating role of extra-social relationships.
(Study case: Digikala customers on socia. Pricing Science, (), -.
MLA
orkideh hamedi; zafar heidari. "Investigating the effect of empathy on purchase intention with the mediating role of cooperative behavior, customer citizenship behavior and brand value and the moderating role of extra-social relationships.
(Study case: Digikala customers on socia". Pricing Science, , , 2024, -.
HARVARD
hamedi, O., heidari, Z. (2024). 'Investigating the effect of empathy on purchase intention with the mediating role of cooperative behavior, customer citizenship behavior and brand value and the moderating role of extra-social relationships.
(Study case: Digikala customers on socia', Pricing Science, (), pp. -.
VANCOUVER
hamedi, O., heidari, Z. Investigating the effect of empathy on purchase intention with the mediating role of cooperative behavior, customer citizenship behavior and brand value and the moderating role of extra-social relationships.
(Study case: Digikala customers on socia. Pricing Science, 2024; (): -.