The effect of digital marketing and sales information systems on customer’s purchase intention for increasing the sales rate of digital shopping

Abstract

Today, with the development of technology, digital sales have become an important part of companies’ sales. In such an atmosphere, the development of marketing and sales information systems can help to improve marketing and sales in the field of digital markets. Paying attention to information system and combining it with marketing in the digital space can lead to an understanding of how information system and costumer behavior contributes to the purchase decision of a company’s customers. In this regard, the current research has been carried out with the aim of discovering the model of the effect of information system on the consumer’s purchase intention in the digital platform. In order to achieve the mentioned goal, firstly, based on the in-depth review of the subject literature, the conceptual model of the research has been developed. For the purchase intention, variables such as choosing a brand, intermediary or place of purchase, purchase amount, purchase time and payment method have been identified. Then, to measure the relationship between research variables, a research questionnaire was prepared and distributed among 250 customers who could be accessed. In this research, rank regression analysis method was used to analyze the data from the questionnaire. The results of this research show that information system and digital marketing directly affects the customer’s purchase intention, also it is effective on the sales rate of digital shopping.