العلاقة بين التحول الرقمي والسلوك الشرائي للعميل: الدور الوسيط للابتكار الترويجي: دراسة تطبيقية على عملاء مواقع التواصل الاجتماعي في مصر

الملخص EN

This research aimed to know the relationship between digital transformation and purchasing behavior through the mediating role of promotional innovation applied to customers of social networking sites through the internet in Egypt.

the structural equation modelling method was used to find out the relationship between digital transformation and purchasing behavior through the mediating role of promotional innovation.

a quantitative method was chosen using the deductive approach in this research.

the survey list was also prepared, and it was directed to the customers of social networking sites through the internet in Egypt.

to analyze the primary research data, the statistical program SPSS was relied upon to enter this data.

the sample size was 357.

the results of the research showed that there is a significant positive correlation between digital transformation, purchasing behavior and promotional innovation, and it also indicated that there is a significant positive effect of digital transformation on purchasing behavior, and it also concluded that the significant impact of digital transformation on purchasing behavior increases when promotional innovation is mediated as a mediating variable.

it also found significant differences in customers’ perception of research variables according to demographic variables (gender, age, level of education, monthly household income).