Mohsen Nazari; Roza Hendijani; Zeinab Mohammadi; Saeideh Esmaeili
Abstract
Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention ...
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Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention towards prices in social media campaigns. The research variables are the time to first fixation, fixation count at the price, visit duration, and visit count to the area of interest. The results of the experiment showed that discount formatting had an impact on fixation count, visit duration, and visit count on the price, and the presentation of discounts in the form of cash and gifts attracted more attention. Also the price displayed at the top left got more attention.
Alireza Hadadian; Amirhossein Bagherieh-Mashhadi; Fatemeh Honarvar-Bavejdan
Volume 9, Issue 27 , October 2014, , Pages 23-46
Abstract
Today, online purchasing of airline ticket experience substantial growth in Iran in which understanding customer behavior about this technology is necessary for airlines to improve marketing and sales strategies that enable them to retain and attract customers. So, the present study aimed to gain more ...
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Today, online purchasing of airline ticket experience substantial growth in Iran in which understanding customer behavior about this technology is necessary for airlines to improve marketing and sales strategies that enable them to retain and attract customers. So, the present study aimed to gain more insight into the most important factors affecting air travelers’ acceptance to use online reservation system of airline ticket. Hence, this paper is application and descriptive–correlation in terms of purpose and methodology. The statistical population includes departure passengers of Mashhad int’l airport in domestic flights of September and sample size calculated for 215 passengers. In addition the data gathered by questionnaire about conceptual model that including trust, price, perceived risk, usefulness and website quality; were analyzed using structural equation analysis and Lisrel8.8 Software. The findings indicate that the three factors namely website quality, usefulness and trust directly and perceived risk indirectly affect the willingness of online shopping. Moreover, significant effect of price on the willingness of air travelers to shop online has not been confirmed.
