اعتماد الشباب الجامعي على الإعلان الإلكتروني كمصدر لاتجاهاته الشرائية : دراسة ميدانية على عينة من طلبة الجامعات الخاصة في مصر و البحرين

الملخص EN

This study aimed to measure the dependency of online advertising on attitude’s behavior among University students at Al-Nahda University in Arab Republic of Egypt and Ahlia University in Kingdom of Bahrain.

The study community comprised 200 students during the second semester of the academic year (2009/2010), a survey was conducted with a convenient sample from Egyptian and Bahraini students who visited online advertising websites, and to study the potential effect of each variables factor (Academic year, Sex, Country, and Specialized Studies).

This study attempts to clarify the motives, attitudes and obtained effects from online advertising websites (cognitive, affective, and behavioral effects), Results were aimed at answering a variety of research hypotheses posed by the researcher: - There is a significant statistical correlation between demographic variables of university students and their exposure for use of advertising websites.

- There is a significant statistical correlation between demographic variables of students and their motives for use of advertising websites.

- There is a significant statistical correlation between exposure’s motivations and the exposure’s rate of the online advertising.

- There is a significant statistical correlation between exposure’s motivations and the cognitive, affective, and behavioral effects obtained from the online advertising.