تأثير استخدام إعلانات الإنترنت علي السلوك الشرائي لمنسوبي جامعة الملك سعود : دراسة مسحية

Abstract EN

The study aimed to identify the effect of the use of Internet advertisements on the purchasing behavior of employees of King Saud University in the city of Riyadh, Saudi Arabia, and to identify the extent to which respondents use Internet advertisements, the motives and gratifications of their exposure, and the relationship of their demographic characteristics to this effect, the most important advertising contents that the respondents are interested in, and the effect of advertisements The study population consists of 76,538 individuals, the researchers divided this community study into three basic segments: (academics, administrators, students) and the researchers applied their study to a random sample (quota) of The university employees, and the researchers used the survey method to reach the objectives of the descriptive study, and they used the electronic questionnaire to collect data, and they sent more than 600 messages to the employees to achieve this.

University employees, one of the most important reasons for the respondents’ lack of interest in electronic advertisements is the suddenness and intrusion of advertisements, and the consumer’s desire to touch When viewing the product, more than 83% of King Saud University employees are affected by their purchasing decision by Internet advertisements, and fashion, clothing and accessories from leather and accessories were among the most advertising content that the sample members are keen to follow, and the results showed that the stage of interest is one of the stages of the Aida model to influence purchasing behavior To the consumer is the stage that has the most influence on the sample members when they are exposed to Internet advertisements than the other stages.