نوع مقاله : مقاله پژوهشی
نویسندگان
گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، شهرقدس، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Abstract: Despite the economic crises caused by the globalization of markets and the pressure of competition, online businesses in the world are expanding day by day, and the Internet technology platform has made it easier and faster to launch and create it. Smart electronic marketing is a new way of doing business, electronically and using networks. And the Internet. The purpose of this research is to investigate the effect of smart e-marketing on business purchase intention (B2B) with the mediation of e-entrepreneurship. The statistical population of this research is the customers of B2B companies (Golrang Industrial Group) in the Middle East. The sample size was obtained using Cochran's formula of 384 people who were selected by simple random sampling. This research is practical in nature and descriptive-correlation in terms of method. In this research, Spss and Warp-PLS software were used for data analysis. The results of this research showed that smart e-marketing has a significant effect on commercial purchase intention with the mediating role of e-entrepreneurship.
کلیدواژهها [English]
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