أثر التفاعلية في الموقع الالكتروني على مواقف المستهلكين اتجاه الإعلان الالكتروني للمؤسسة : دراسة حالة المؤسسة الجزائرية للهاتف النقال "موبيليس"

الملخص EN

Every year, the number of web sites created and the e-commerce sales increase considerably.

In addition, consumer internet usage also evolved, therefore, a deeper understanding of consumer navigation behavior has become critical for both researchers and practitioners.

The aim of this research is to study how the interactivity of web sites affects the attitude toward internet advertisingTesting this study using a sample of 132 people.

The results showed that interactivity of the web site has an influence on consumer attitudes toward internet advertising.