محددات تسويق محتوى مواقع البيع المؤثرة في سلوك الشراء الإلكتروني: دراسة تطبيقية

Abstract EN

The research aimed at the impact of the determinants of marketing the content of the selling sites on the behavior of electronic purchase, and the search was done on the customers of the electronic selling sites, the researcher used the multiple regression analysis in order to measure the effect of the independent variable on the dependent variable.

the results of the research concluded that there is a positive significant effect of the determinants of content marketing affecting customers' purchasing behavior.

the results also revealed that: the ease of understanding of the content of the site came in the first order with a value of (T = 7.465) and a path coefficient of (β = 0.600), and in the second order the credibility of the content with a value of (T = 5.320) and a path coefficient of (β = 0.265).

the third arrangement according to the stepwise method is the dimension that relates to updating the content with a value of (T = 4.201) with a path coefficient of (β = 0.245), and finally the quality of the informational content with a value of (T = 3.495) and a path coefficient of (β = 0.196).