نوع مقاله : مقاله پژوهشی
چکیده
کلیدواژهها
عنوان مقاله [English]
This study has been conducted to review the relationship between TV commercials and selection of products by customers. It has applied survey methodology and questionnaire to collect data. The statistical population of this research included all the 25 to 60 year old residents of Tehran that is 7,528,374 people. The sample population, 386 people, have been selected using multi-stage cluster sampling. The obtained data has been analyzed using inferential statistics and Kendall tests, Pearson coefficient, and linear regression... Based on the findings of the Pearson correlation coefficient, there is a positive and significant correlation between customer selection (consumption patterns) and the variables of interest in TV commercials (r = 0.46), trust in TV commercials (r = 0.36), structural content of commercials (r = 0.34), type of attitude toward commercials (r = 0.38), apparent attraction (r =0.39), extent of watching television commercials (value = 0.74) and brand awareness (value = 0.56). The findings of regression coefficients show there is a high correlation between the attitude towards TV commercials and selecting products by customers (consumption pattern).
کلیدواژهها [English]
)