■消费者行为研究和神经学结合在神经营销的新兴学科中。神经营销被认为是一个新兴的领域,通过观察脑电波来研究消费者的大脑对广告和其他品牌信息的反应。眼睛,和皮肤反应。当前的研究考察了神经营销结构的新兴领域,如社会,注意,技术,和情绪来检查印度消费者的购买行为。
■研究神经营销结构的有效性和可靠性,该结构检查了消费者在印度消费者中的购买行为。
■研究中考虑了191名不同年龄段的人的样本。使用随机抽样技术进行数据收集。自行设计的问卷用于测量神经营销结构和消费者的购买行为。本研究应用SPSS和AMOS软件对神经营销的计量模型进行了验证。
■Kaiser-Meyer-Olkin(KMO)和Bartlett检验的值为0.784,该值证实该样本足以进行因子分析。除此之外,神经营销的五种结构-注意力(A),Social(SC),技术(T),情感(E),消费者购买行为(BB)显示,克朗巴赫的阿尔法值超过0.7。验证性因子分析(CFA)显示出每个构造的平均方差值为0.5,复合信度超过0.7,这表明构造对于神经营销模型形成具有出色的构造效度。该研究还基于模型拟合指数(卡方/df=3.397,RMSEA=0.10,GFI=0.92,CFI=0.87)验证了神经营销的计量研究模型。
■本研究显示了神经营销结构的良好有效性和可靠性,也证明了营销人员可以应用这些结构来检查消费者的行为模式。
UNASSIGNED: Consumer behavior research and neurology are combined in the emerging discipline of neuromarketing. Neuromarketing is considered to be one of emerging field to
study how consumer\'s brain reacts to advertisement and other brand\'s message by observing brainwave, eye, and skin response. The current
study examined the emerging field of constructs of neuromarketing like
social, attention, technology, and emotions to examine Indian consumer\'s buying behavior.
UNASSIGNED: To study the validity and reliability of constructs of neuromarketing that examines consumer\'s buying behavior among Indian consumers.
UNASSIGNED: A sample of 191 people of different age groups was considered in the
study. A random sampling technique was used for data collection. The self-designed questionnaire used for the measurement of neuromarketing constructs and consumers\' buying behavior. The current
study applied SPSS and AMOS software to validate the measurement model of neuromarketing.
UNASSIGNED: The Kaiser-Meyer-Olkin (KMO) and Bartlett\'s Test\'s value is 0.784 and this value confirmed that the sample is adequate for factor analysis. Apart from that, the five constructs of neuromarketing - Attention (A),
Social (SC), Technological (T), Emotion (E), and Consumer Buying Behavior (BB) had shown the value of Cronbach\'s alpha to be more than 0.7. Confirmatory Factor Analysis (CFA) had shown value of average variance explained of each constructs 0.5 and composite reliability more than 0.7 which indicates excellent construct validity of constructs for model formation of neuromarketing. The study also validates measurement research model of neuromarketing on the basis of model fit index (chi-square/df = 3.397, RMSEA = 0.10, GFI = 0.92, and CFI = 0.87).
UNASSIGNED: The present study had shown good validity and reliability of constructs of neuromarketing and also proved that marketers can apply these constructs to examine behavior pattern of consumers.