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In the name of God

In the name of God. Course: Ninth. Panel: System Management and IT. Presenters:. Internet advertising acceptance; In small and medium business in Iran Payam Hanafizadeh , PhD Professor of Industrial Management , Allameh Tabataba’i University Mahdi Behboodi

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In the name of God

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  1. In the name of God Course: Ninth Panel: System Management and IT Presenters: Internet advertising acceptance; In small and medium business in Iran PayamHanafizadeh, PhD ProfessorofIndustrial Management, AllamehTabataba’i University Mahdi Behboodi Faculty member of Islamic Azad University, Qazvin unit Date: 10/9/1390

  2. Initial Question • How far has Internetpermeated through people’s life? • How many people in the world can not subsist without Internet?

  3. A brief look to Internet statistics (Internetworldstats.com, 2011)

  4. The number of Internet users in Iran has reached to 35.2 million people (6th rank) (Internetworldstats.com, 2011)

  5. Problem Clarification Nonetheless: Why employing Internet-based businessesis so below the norm? And Specifically, why is the affinity to accepting Internet advertisement so low among Iranian businesses?

  6. Approach to the subject There are two approaches to structural equations modeling: Hypothesized Model Conceptualized Model

  7. Study object • The main object of this study is exploration of effective variables on accepting Internet advertisement. For this purpose: • Body of traditionhas been studied. • And a content analysis has been carried out on 59 cases of previous relevant studies.

  8. Research Hypotheses Hypothesis 1: Foundation and development of interactive agencies with web-oriented approach is effective on accepting internet advertisement. Hypothsis2: Existence of market-oriented publishers (websites) is considered as a key factor in accepting internet advertisement Hypothesis3: The lack of obligation and commitment to use Internet in quick impact firms is considered as an obstacle to accepting Internet advertisement. Hypothesis4: The properties of advertised commodity or service is effective on accepting Internet advertisement. Hypothesis5: Government’s direct presence and commitment is considered a key factor in accepting Internet advertisement. Hypothesis6: The rate of E-commerce growth in Iran is considered a key factor in accepting Internet advertisement. Hypothesis7:The kind of Internet users (their accessibility level and utility manner) is considered a key factor in accepting Internet advertisement.

  9. Conceptualized model of study Advertisement agencies Internet publishers H1 Small & medium companies H2 H3 Accepting Internet advertisement in Iran Type of Commodity or service H4 H5 Government H6 Development of E-commerce H7 Audience

  10. Method of data analysis and model and fitting indices estimation The cause and effect relations between the independent latent variables (7 main variables) and the dependent latent variable (acceptance of Internet advertisement) got examined through standardized coefficient and a significant number from LISREL software (8.54): According to chi-square test estimation it was found out that the model is satisfactory. Indices of model inappropriacy: =2.03 RMSEA : 14.12 / 346 = 0.04 Indices of model appropriacy: NFI: 0.92 CFI:0.93

  11. Hypotheses examination

  12. Research findings The most effective factor in accepting Internet advertisement: Small and medium companies with a standardized coefficient of 0.53 The most important factor is lack of strong motivation 0.96 How can the lack of strong motivation be compensated? 2. Overcoming other obstacles 1. Education

  13. یافته های تحقیق آژانس های تبلیغاتی دومین عامل تاثیرگذار(0.37) در پذیرش تبلیغ اینترنتی: شرکت های تولید کننده مدرک (0.98) دیگر دلایل: نبود اکانت منیجرهای متخصص در اینترنت نبود مراجع هدایت گر عدم تمایل به اخذفرانچایز(Franchise) 1 Josh Peterson Joseph Casale 1. Lead Generation Companies

  14. Research findings The audience are the third effective factor (0.32) The index of emotional factors (0.93) Companies should: Determine the primary motivation for users’ admittance and attraction in the very same direction. And determine that what kind of users are their potential clients. For this purpose: Are they behaving hedonistically? Or utilitrianistically?

  15. Research findings Type of commodity or service is the fourth effective factor(0.26) Essence of commodity(0.97) According to the studies of Chaffy and others in 1997, the commodities that have virtual process, environment, and product are more adaptable with Internet. Thus the priority must be given to the companies that . . .

  16. Research findings Government is the fifth effective factor (0.19) Index of government commitment (0.84) Proposed solution: Policy of inspiration and commitment, that leads to: More involvement by government. And more financial encouragement for small and medium companies.

  17. Research findings E-commerce development is the sixth effective factor (0.14) Index of financial substructure (0.73) The most important difference between Internet advertisement with advertising on other media: The capability for online ordering

  18. کلام آخر Best regards PayamHanafizadeh Mahdi Behboodi فرصت های نوین: خاورمیانه اسلامی تر کالای اسلامی تر با برندهای حلال مجوز دولت چین برای دو فرزندی یک میلیارد نفر از کودکان به زودی تبدیل به مصرف کنندگان می شوند! آیا شما کالایی برای فروش به آنها خواهید داشت؟

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