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

Economic Annals-XXI: Volume 200, Issue (11-12), Pages: 10-14

Citation information:
Mohamed, K. M., Wong, W.-K., & Pan, Sh.-H. (2022). The effect of digital marketing and sales information systems on customer’s purchase intention for increasing the sales rate of digital shopping. Economic Annals-XXI, 200(11-12), 10-14. doi: https://doi.org/10.21003/ea.V200-02

Khaled M. Mohamed
PhD (Art Philosophy in Graphic Design),
College of Mass Communications,
Ajman University
Ajman, 346, UAE
k.mohamed@ajman.ac.ae
ORCID ID: https://orcid.org/0000-0002-7194-942X

Wing-Keung Wong
PhD (Economics), Chair Professor,
Department of Finance,
Fintech & Blockchain Research Center; Big Data Research Center,
Asia University
Taichung, 41354, Taiwan;
Department of Medical Research,
China Medical University Hospital;
Department of Economics and Finance,
The Hang Seng University of Hong Kong
wong@asia.edu.tw
ORCID ID: https://orcid.org/0000-0001-6755-572X

Shin-Hung Pan
PhD (Economics),
Assistant Professor,
Department of Information Management,
Chaoyang University of Technology
Taichung County, 41349, Taiwan R.O.C.
vincentpan@cyut.edu.tw
ORCID ID: https://orcid.org/0000-0002-1366-539X

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.

Keywords: Digital Market; Digital Shopping; Customer’s Purchase Intention; Information System; Sales Rate

JEL Classifications: B44; Е24; Е64; I19

Acknowledgements and Funding: The author received no direct funding for this research.

Contribution: The author has been responsible for the whole stages of preparing this article.

Data Availability Statement: The dataset used is available from the author upon request.

DOI: https://doi.org/10.21003/ea.V200-02

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Received 2.07.2022
Received in revised form 21.07.2022
Accepted 24.07.2022
Available online 28.12.2022