نوع مقاله : مقاله پژوهشی
1 عضو هیات علمی دانشگاه شاهد
2 مدیریت، موسسه آموزش عالی الکترونیکی ایرانیان، تهران، ایران
3 مدیریت، موسسه آموزش عالی الکترونیکی ایران، تهران، ایران
عنوان مقاله [English]
The purpose of this research is to investigate the effect of the customer's sensory, emotional, behavioral and mental experience on the intentions of customers who shop online, taking into account the mediating role of the variable of customer interactions in the tourism industry in Tehran. The research method is applied in terms of purpose and survey in terms of data collection. The statistical community is internet customers who use sites that provide tourism services in Tehran. The statistical sample is 384 people who use internet sites to purchase tickets or online travel services. The non-probability sampling method is available and the data collection tool is a standard questionnaire. Structural equation modeling and smart PLS 3 and SPSS software were used for data analysis. The findings of the research showed that customer experiences have a positive and significant effect on customers' behavioral intentions in the tourism industry, and they will use those services in the future and recommend them to others, also customer experiences have a positive and significant effect on customer cognitive interactions. The obtained results show that the expansion of the sensory, emotional, behavioral and cognitive aspects of tourism brands has led to a better understanding of the brand by the customer, which in turn affects their future behavior.