Investigating the Effect of Sales Marketing Flexibility on Sales Marketing Results with Models of Environmental Dynamics and Speed of Flexibility (Case Study: Ghasem Hamedan Food Distribution)

Document Type : Excerpt from master's thesis

Authors

1 Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran

2 M.Sc., Business Management, Faculty of Management, Economics and Accounting, Payame Noor University, Tehran, Iran

Abstract

Despite the increase in public awareness compared to the old days as a positive factor in the realization of direct democracy, population explosion is a factor that makes the conditions for the realization of the long-standing ideal of real democracy difficult. The purpose of this study is to investigate the effect of perceived security on electronic trust and operational use intention with the mediating role of use attitude and behavioral intention of Bank Mellat branches in Tehran Region One. This research, in terms of purpose, is applied research. The sample required for the study was obtained using the Cochran's formula at a confidence level of 5% equal to 384 people. The results showed that perceived security has a significant effect on behavioral intention through the mediating role of usage attitude in customers of Bank Mellat, District 1 of Tehran, and also electronic trust has a significant effect on behavioral intention through the mediating role of usage attitude in customers. The main reason for electronic trust has a significant effect on the intention of operational use through the mediating role of behavioral intention in the customers of Bank Mellat, Region One of Tehran. Also, the attitude of use has a significant effect on the intention of operational use through the mediating role of behavioral intention in Bank Mellat customers.

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Journal of Intelligent Marketing Management
Volume 2, Issue 6 - Serial Number 12
January and February 2022
Pages 37-52

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History

  • Receive Date: 06 April 2022
  • Accept Date: 06 April 2022

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