تأثير الرسالة الإعلانية عبر الأنترنت على القرار الشرائي للمستهلك الجزائري باختلاف المواقف الشرائية : دراسة ميدانية

الملخص EN

This research aims to study the effect of the advertising message via the Internet on the buying decision of the Algerian consumer, according to his different buying situations (routine / complex).

Applying to the two companies (Samsung / Coca-Cola) and to achieve the goal of the study, the two researchers took a soft sample of (300) consumers, and the questionnaire was distributed to it, and the study reached a set of results, the most important of which are: The presence of a statistically significant effect at a significant level (∝≤0.

05) for the components Online advertising message on the purchasing decision for consumers of (Samsung / Coca-Cola) products according to their different purchasing positions, .