أثر استراتيجيات تخفيض المخاطر المدركة للتسويق الإلكتروني على القرار الشرائي للمستهلك المصري بالتطبيق على مواقع التواصل الاجتماعي

الملخص EN

The study aims to measure the effect of e-marketing incurred risk reduction strategies on the purchase decision of the Egyptian consumer through the social media networks, and defining the most effective strategies on the purchase decision in the presence of two factors: The remarkable growth of marketing deception phenomenon and the decline in the role of consumer protection associations.

Through investigating the relationship between the dependent variable (preference for the trademark, preference for the warranty, and preference for the most expensive goods) and the independent variable (the purchase decision), and how the online shoppers perceive the preference for the trademark as a strategy that highly impact the reduction of the incurred risk.

Also, the increase in prices resulted from the economic reforms applied recently in Egypt negatively affected the degree of the consumer's loyalty for those brands, hence, switched to lower cost and lower quality brands with reasonable prices.