دراسة استطلاعية للعلاقة بين نوع الإعلان، الاتجاهات نحو الإعلانات، و السلوك الشرائي للهاتف الذكي

Abstract EN

Purpose of this study is to investigate the relationship between Advertising Appeals, Attitudes toward Advertising, and Consumer Buying Behavior for Smart Phone The study was carried out on the students of Middle East University (MEU) In Amman- Jordan.

A measurement scales with acceptable reliability and validity is developed to capture the dimensions of study variables.

Four hypotheses were tested using Statistical package (SPSS-17).

A two-step detailed statistical analysis of data was involved.

First, descriptive statistics was performed to understand the underlying components of study variables; second, regression analysis and Path analysis using AMOS 7 were performed to investigate the relationship between Advertising Appeals, Attitudes toward Advertising, and Consumer Buying Behavior for Smart Phone.

Analysis of data confirm high level of Rational and emotional advertising appeals, students Attitudes toward Advertising, and consumers’ purchasing intention of Smart Phone .Results of regression analysis show that Rational and emotional advertising appeals, is significant in explaining the variation in building Attitudes toward Advertising and enhancing Consumer Buying Behavior for Smart Phone.

The study also indicate a strong and positive impact of students Attitudes toward Advertising on Consumer Buying Behavior of Smart Phone.

The findings contribute to understanding the relationships between Advertising Appeals, Attitudes toward Advertising, and Consumer Buying Behavior of Smart Phone, provide critical implications for Smart Phone marketers and highlight directions for future research.

And thus Know the real purchasing behavior of consumers to buy mobile phone smart, understanding consumer purchasing behavior makes the organization able to put the correct software suite that behavior to ensure that attract new customers and keep customers natives a goal pursued by the organization.