فاعلية برنامج إلكتروني لتنمية وعي السيدات العاملات بممارسات الخداع التسويقي في بعض المجالات و أثره على مراحل اتخاذهن لقرار الشراء

Abstract EN

This research mainly aimed to identify the effectiveness of using an electronic program via the Microsoft Teams application to develop the awareness of working women about the practices of marketing deception in some fields and its impact on their taking the stages of the purchase decision, The research included a basic sample of (224) working women who were selected in a purposive way from female employees and faculty members at Ain Shams and Zagazig Universities, and their ages ranged between (25-55) years, married, And from different social and economic levels, and they have a source of the Internet, and an experimental sample was chosen in a purposive way based on the basic research results, and the number was (56) working women who obtained low scores in the awareness questionnaire of marketing deception practices in some fields, The research tools that consisted of (general data form, awareness questionnaire of marketing deception practices in some fields, questionnaire of the stages of women making the purchase decision, and finally an electronic program via the “microsoft teams” application to develop awareness of marketing deception practices in some fields) were applied, Descriptive-analytical in addition to the experimental method.

The results of the research resulted in the presence of statistically significant differences at the level of significance (0.01, 0.05) between the scores of the working women, the basic research sample, in the responses to the questionnaire awareness of marketing deception practices in some areas in its axes (food, clothing, e-shopping) and as a whole according to some The social and economic variables of the study (place of residence, nature of work, age, number of years of marriage, average monthly income of the family) in favor of: (the urban women, and female faculty members, whose age is more than 45 years, They have been married for more than 15 years, and with high monthly income), and it was found that there were statistically significant differences at the level (0.01) between the women of the basic research sample in the responses to the questionnaire on the stages of making a purchase decision with its axes and as a whole according to some social and economic variables of the study in favor of: ( Urban women, faculty members, whose age is more than 45 years, They have been married for more than 15 years, and with high monthly income), it was also clear that there is a positive correlation with statistical significance at the level of significance (0.01, 0.05) between women’s awareness of marketing deception practices in some fields and the stages of their decision-making, and it was found that the variable of the nature of work It is the most influential factor in explaining the variance in female workers’ awareness of marketing deception practices in some fields, with a participation rate of (82%), It was also found that the nature of work was the most influential factor in explaining the percentage of variation in the working women’s decision to purchase with a participation rate of (78%), and statistically significant differences were found at the level of significance (0.01) between the average scores of the experimental research sample in developing awareness of marketing deception practices.

In some areas with its axes and as a whole, before and after the application of the electronic program in favor of the remote application.

the researcher recommended: the need to intensify awareness campaigns by preparing more programs that work to develop the culture and awareness of women about fraud and marketing deception practices in various fields.