العوامل المؤثرة في تحول رغبة المستهلك إلى الشراء من المواقع الإلكترونية

Abstract EN

The study aimed to identify the factors affecting the transformation of the consumer's desire towards electronic purchase and the extent of his desire to purchase electronically and the factors that attract him to purchase and to identify the various methods and forms of electronic promotion with identifying the advantages of the purchase process from websites and clarifying the differences between electronic purchase and its advantages and traditional purchase.

The descriptive analytical method was used, and a questionnaire containing five axes was designed to answer the study's questions.

The study population was the second semester of students at King Abdulaziz University, and the sample size of the study was (52) female students.

The results of the study showed a relationship between the level of average income and the level of demand for electronic purchase, and a large segment of 80% expressed a preference for buying from websites over traditional purchasing methods, and 92.5% viewed the products offered electronically, and 60% of the study sample indicated that the percentage of purchases Electronically, it exceeds the proportion of traditional purchases It also ranged between a variety of options and alternatives, and the savings of time and effort, ease of completion, and flexibility achieved by electronic purchasing, in addition to the fact that electronic purchasing.

The most important recommendations were: the need for more studies to identify the negatives to confront them, taking into account the caveats of the element of trust and safety and encouraging traditional stores to open electronic outlets.