A Survey Electronic Advertisement on Consumer Behavior Based on CAB Model (A Study on Mahan Institution) Kamalian Amin Reza1, Yami Abas Reyhani2,*, Sani Mohamad Ali Davoodi3 1Associate Professor, Faculty of Management and Economics, University of Sistan & Baluchestan, Iran 2Msc, of Business Administration, University of Sistan & Baluchestan, Iran 3BSC, Electrical Engineering, Telecommunications *Correspinding Author.
Online published on 9 October, 2014. Abstract The aim of the study is to examine the effect of electronic advertising (e-advertisement) on customer behavior based on the model of effect hierarchy (CAB), which is a study on Mahan Institution. To this end, reviewing the conducted research and using the modified model of effect hierarchy, the dimensions and components associated with the concept of electronic advertising and consumer behavior have been discovered. Based on the variables, a questionnaire relying on 60 questions has been developed, the validity of which was confirmed by an esteemed professor. The statistical population of the study consists of the customers who make use of the services of Mahan Institution, the sample size of which was determined as many as 384 in accordance with Morgan Table as the subjects were selected randomly. Moreover, in order to test the hypotheses of the developmental study, a regression test was used as its results indicated a confirmation of the research hypotheses, except for sub hypothesis III, the great effect of advertisement on consumer behavior through a website (the software used is SPSS the 17th version). Top Keywords Electronic Advertisement, the web, E-mail, SMS, the model of effect hierarchy. Top |