دراسة تأثير إعلانات سيجنال (Signal)‎ المعروضة في القنوات غير المحلية على القرار الشرائي للمستهلك الجزائري نحوه

الملخص EN

This study aimed to identify the impact of foreign TV advertisements on the Algerian consumers' buying behavior.

To realize this objective a field survey was conducted to collect data from the study sample by distributing a questionnaire using a convenient sample of 500 respondents.

The study used many statistical methods in order to test the research hypotheses.

The results of this study demonstrate that the advertising message content and its theme are the most attractive and influential components on the Algerian consumer buying behavior compared to the other components, as the study finds a significant and weak positive relationship at the level of significance (α≤0,05) between the foreign TV advertisements characteristics and the Algerian consumers' buying decision in Chlef city, due primarily to the credibility of the advertising message and its broadcast time.

Also the study has revealed that there were no statistically significant differences in the Algerian Consumers buying decision in Chlef due to their demographic characteristics unless the age and the educational level..