تصميم الإعلانات التجارية الإلكترونية للشركات الحكومية و الخاصة و علاقته بالسلوك الشرائي للمستهلكين السعوديين

الملخص EN

Designing electronic commercial advertisements for government and private companies and its relationship to the purchasing behavior of Saudi consumers
The study aimed to analyze the electronic design of commercial advertisements and its role in attracting Saudi consumers to purchasing behavior.

The study belongs to descriptive research using the survey method in both descriptive and analytical aspects.

The study relied on the survey form in data collection, and the study sample represents an intentional sample of (400) singles from Users of Saudi companies' websites, and the most important findings of the study:
-The effect of good advertising design on the purchasing behavior of the consumer, as "helps to remember the commodity" ranked first by 55.0% , and then came in the second order "more convincing than other methods" by 30.0% , and ranked third "consumer trusts in the lawsuit" At a rate of 27.5% .

- There is a statistically significant relationship between the effect of good advertising design on the consumer's purchasing behavior and the purchasing behavior resulting from the advertisement.

-There is a statistically significant relationship between exposure to advertising and buying to buy, and the degree of attracting attention through corporate website design.

-The study recommended the study of purchasing behavior and its impact on the various media, especially private and government companies, and work to train and qualify workers in advertising management through intensive and periodic courses to keep abreast of developments in the field of industry, design and output of advertising.