1- Payam Noor University, Alborz Province,
2- Payam Noor university of Tehran
3- Research institute for improvement and preparation of seedlings and seeds, phone number 09126628044
2- Payam Noor university of Tehran
3- Research institute for improvement and preparation of seedlings and seeds, phone number 09126628044
Abstract: (531 Views)
The neuromarketing technique provides a correct understanding of the behavior of customers and consumers to marketing at different levels and groups. This directly helps marketing in what points should be paid attention to in the product introduction process. This research is on product buyers. A garden was made at the gaz laziz site in Karaj city of Alborz province in the first half of 2022. The necessary information was collected from 140 online consumers who were selected by random sampling through a questionnaire. In order to achieve the goals of the research, descriptive and inferential analyzes were used, including the servequal scale, correlation test, and structural equations. Stata and Smart-PLS software were used for statistical analysis. According to the results, the desirability of virtual services, information and website user interface has a practical and direct relationship with meeting the customer's needs from the services received in the online store. Of course, the experience of customers from online store services affects the way to meet customer needs and has a direct relationship with it. The effect of the virtual service desirability variable has a statistically significant and positive effect and has the greatest effect on the process of meeting the needs of the website's customers.we can plan and design information and services according to brain activity in a way that creates the greatest impact in guiding the customer's mind.
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