أسلوب البيع المباشر بالنظم الإلكترونية و أثره على المستهلكين السعوديين بمدن "الرياض، جدة، الدمام"

الملخص EN

The research focused on the method of direct sales of electronic systems and its impact on Saudi consumers in the cities of (Riyadh, Jeddah and Dammam).

The aim of the research was to explain the role played by the demographic characteristics of (income, age, and the educational level).

The research was based on the following hypotheses : 1\ There is a significant statistical relationship between the variable of consumer income and the response to the means of direct marketing to buy in a manner of direct sales of electronic systems .

2\ There is a positive relationship of statistical significance between the age of the consumer and his satisfaction in general with regard to the degree of preference of direct marketing means to buy using the direct sales of electronic systems .

3\ There is a positive relationship of statistical significance between the educational level of consumer and his satisfaction in general with regard to the degree of preference for direct marketing means to buy in the manner of direct sales of electronic systems .

The descriptive method and the historical narrative were used in preparing the study.

The researcher treated the data obtained from the field study statistically using the SPSS .

The research reached many results, the most important of which is to prove the validity of the above hypotheses.

The research also has several recommendations that can be of benefit to decision makers in the private and public sectors .

1\ Focus on market segmentation to fill the marketing gaps and build effective marketing strategies .

2\ Increase the interest in raising the degree of customer confidence in electronic services and attention to electronic security .

3\ Increase the expansion in the direct sales of electronic systems, and the reduction or elimination of customs duties