An exploration investigation on important factors influencing e-marketing: Evidence from banking industry

Anche, F.; Hozouri, S.; Mehdizadeh, A.

Growing Science » Uncertain Supply Chain Management » An exploration investigation on important factors influencing e-marketing: Evidence from banking industry

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Uncertain Supply Chain Management

ISSN 2291-6830 (Online) - ISSN 2291-6822 (Print) Quarterly Publication Volume 2 Issue 1 pp. 49-54 , 2014

An exploration investigation on important factors influencing e-marketing: Evidence from banking industry Pages 49-54 Download PDF

Authors: Fatemeh Karimi Anche, Somayeh Hozouri, Amir Hossein Mehdizadeh

Keywords: Banking industry, E-marketing, Factor analysis

Abstract: During the past few years, electronic marketing has gained significant portion of market share in the world. People become familiar with various products and services through the magic of internet and they could make their purchase with an ease of a click of a button. This paper presents an investigation on important factors influencing e-marketing in banking industry in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale consists of 19 questions, distributes it among 250 Iranian experts and analyzes it based on principal component analysis. During the survey, the number of questions are reduced to 16. Cronbach alpha is calculated as 0.90 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.939 and 2938, respectively. Based on the results of our survey, we have derived two factors including environmental factors as well as information technology.

How to cite this paper

 Anche, F., Hozouri, S & Mehdizadeh, A. (2014). An exploration investigation on important factors influencing e-marketing: Evidence from banking industry.Uncertain Supply Chain Management, 2(1), 49-54.

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