The impact of e-marketing on consumer behavior (Field study of the community of Hafar Al-Batin Governorate, Kingdom of Saudi Arabia)
Prepared by the researche : Dr. Sami Al Sheikh Saeed – Gulf Colleges of Administrative and Human Sciences
Democratic Arabic Center
International Journal of Kurdish Studies : Tenth Issue – July 2025
A Periodical International Journal published by the “Democratic Arab Center” Germany – Berlin
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Abstract
This study examined the impact of marketing consumers behavior, The study dealing with Hafr Al -Batin community province, this study focusses on the Impact of electronic marketing on the behavior of consumers and difficulties and problems arising from e-marketing. The importance of this study comes from the role it plays in the lives of some Electronic Marketing In the life of some marketing. Marketing is no longer about the goods and services through the traditional methods and appropriate costs, so electronic marketing as a new method and trendy in the field of marketing, the study used a descriptive analytical approach work by collecting primary data by resolution prepared for simple random Sample Study population.The focus of the study on the impact of electronic marketing, consumer behavior and Saudi intending defined its advantages and techniques used, and the costs and obstacles faced by.The study made several results of differences in trends in Saudi consumer electronic marketing of goods.The study concluded that there is a positive impact of electronic marketing on consumer behavior, the study recommended the need to provide adequate information for Shoppers for goods and services through websites and Search engines and e-mail messages and create an environmental interactive developing an electronic marketing. Accordingly extensive relationship with customers as electronic market as a substitute for the traditional market.
- Introduction
It is known that marketing aims to meet and satisfy the needs and desires of consumers, which are naturally continuous and renewable over time. Therefore, the success or failure of any project to produce and market goods or services depends on its ability to meet and satisfy the desires and needs of the final consumer, which requires the marketing manager to identify the consumer’s purchasing behavior, which reflects his desires and interests, as the consumer is the basic element in the market, as he is the one who makes the decisive decision to buy or refrain from buying the good or service. However, knowing the consumer, his behavior and motives is not as easy as one might think. The consumer may announce his desires and needs, but in reality he acts otherwise. He may not seek or feel the deep motives within him, but he may respond to influences that change his mind at the last moment.
Marketing of goods and services is no longer done through traditional methods.And its costs are reasonable.So, e-marketing was a new approach.And modernIn the field of marketing, we have chosen this research to try to clarify its impact on the behavior of the Saudi consumer, intending to define it, its advantages, the technologies used in it, its costs, and the obstacles it faces.
Although online shopping may not be acceptable to some people, especially whenDesire toBuying certain types of products, such as clothes, by simply looking at them through a computer screen, but if we examine this matter, we will find that many of us have become accustomed to buying clothes, as well as various goods through the catalogue, and sales through the catalogue have been a great success. Likewise, shopping through the Internet has now become a growing business, and statistics indicate that this type of shopping is on the rise.
Researchers have differed in their opinions about Electronic marketing, some opinions go (1996, Rowley) to Electronic shopping matures after reaching full bloom. However, other opinions (2000,Citrin) believe that online shopping will replace traditional shopping, however there is little research to support or refute these views. The reality is that the electronic marketing process is still unclear to many consumers and this may be attributed to several factors, so identifying these factors and removing or reducing their negative effects may have a great impact on increasing the numbers. Consumers via Internet, which has an impact on consumer behavior.
This study aimed to identify the impact of e-marketing on the behavior of the Saudi consumer in Hafer Al-Batin Governorate. The study sample consisted of consumers of Hafer Al-Batin, The descriptive analytical approach was used in the research to reach the results.
- The problem
The research problem lies in the following questions:
- Do Saudi consumer trends towards e-marketing of goods and services differ according to the variable? the age?
- Do Saudi consumer trends towards e-marketing of goods and services differ according to the variable? Sex?
- Do Saudi consumer trends towards e-marketing of goods and services differ according to the variable? education?
- Do Saudi consumer trends towards e-marketing of goods and services differ according to income variable?
- How useful is e-marketing? For the consumer Saudi and shopsCommercial.?
- Does e-marketing affect consumer purchasing behavior? Saudi?
- What is iteffectVision 2030 on the behavior of the Saudi consumer in general and the consumer of Hafer Al-Batin in particular.?
- Study limitations:
3.1. Time limits: The study covers the period 2015-2019
3.2. Spatial limit and humanity: The study included the community of Hafer Al-Batin Governorate.
- Importance of the Study
Marketing plays an important role in achieving the goals of any organization. These days, marketers face great challenges in designing product policies, with everyone wanting to achieve the best response from the targeted consumers and satisfy them. Therefore, studying consumer behavior is of particular importance as it is the essence of any marketing process. By studying consumer behavior, we can identify the desires of consumers, which benefits organizations in marketing their products. Marketers also face an initial challenge in choosing the most appropriate marketing methods, the results and costs of which are no longer high, so electronic marketing has become a new and modern method. The internet has changed our life and for forever not as individuals, but as a society as a whole, industrially, economically and socially, on the economic level, companies can now enter geographically distant markets and create a market for themselves in all parts of the world easily.
One of the most important things on the Internet is e-marketing, which has become an industry and a field of technical and practical specialization. This research is of great importance as it studies an important topic, which is marketing activity. The importance of the research comes from the following: It is the first research of its kind that studies the impact of e-marketing on the behavior of Saudi consumers in Hafer Al-Batin Governorate in light of the varying economic conditions experienced by the world, especially the Arab world. The study contributes to the community’s awareness of e-marketing and changing consumer behavior to keep pace with technical developments in marketing and facilitate the flow of goods and services to the consumer. Knowing the reason that drives the Saudi consumer to repeat a certain purchasing behavior or refrain from repeating it in relation to Electronic marketing. Studying how good and professional e-marketing can affect an integrated marketing plan, reflecting on the profits achieved by organizations and thus their ability to continue in an era of intense competition.
- Hypotheses
1-There is a statistically significant relationship between Saudi consumer attitudes towards electronic marketing of goods and services according to different variables the age, Sex and education and income.
2- There is a statistically significant relationship between e-marketing and Saudi consumer behavior.
- Study Structure:
The research was divided into three chapters, each of which includes: Two topics:
6.1. Chapter One: Framework Of Study
- The First Topic: Research Plan
- The Second Topic: Previous Studies
6.2. Chapter Two: Framework, Theoretical Study
- The First Topic: the concept of consumer behavior and its motives
- The Second Topic: The concept of electronic marketing and its types
6.3. Chapter Three: Field Study
- The First Topic: Society Hafer Al-Batin
- The Second Topic: Display Data Analysis
- Conclusion
- Results and Recommendations
- Bibliography
- Appendices
- Previous Studies:
After reviewing previous studies, it is found that there are a few previous studies talking about the impact of electronic marketing on consumer behavior, but there is a group of studies which are relevant to our study topic. These are as follows:
1- Study by Muhammad Akram 2000
Title: How Perceived Internet Risks Affect Consumer Purchase Intention.
This research focuses on exploring and identifying consumers’ perceived concerns and risks about online Internet marketing. It shows that the perceived risks which is one of the main aspects of e-commerce and the expected and potential risk factors are financial risks, performance risks, time risks, and psychological risks, all have a strong impact on the consumer’s online purchasing decision. The aim of this Study is identifying the key factors influencing consumers’ online purchase intention and exploring the direct effects of various perceived risk dimensions on purchase intention leading to a better understanding of consumer thinking in the online environment.
2.Study (Abdul Al-Moneim Rashad, 2007):
Title: Factors affecting customer confidence in online shopping -studyApplication for sites
Electronics for Some Industrial and Service Organizations.
This research aims to find out the extent to which customer trust plays a role in online Internet shopping, websites and determining the determinants of this trust, it tests the client’s awareness of the trust he places on the websites on the Internet, by answering a set of questions For example: What factors influence customer confidence in online shopping? What are the most important determinants of trust? Related to these factors? And how can customer confidence in the website affectHis trendsBehavioral approach to dealing with the Internet in the future?
3- The study of Phau, Ian & Poon, Sui M (2000) “Factors Influencing the Types of Products and Services Purchased Over the Internet. Factors affecting the types of products and services purchased online. The main objective of the study is to compare the behavior of potential and abstaining buyers towards the research objective.
11.1. Top results 1
-The characteristics of different products and services will influence the consumer’s choice between purchasing in stores or online.
2- The research showed some products and services that can be purchased through the network.
3- Show the best-selling products Online products are low-cost or intangible products such as computer software that are unique.
4– The study of (K, Miley 2001) Titled: Danger Online Shopping Perceptions Among American Consumers. Graduate school of the Texas woman’s university college of arts and sciences. Research objective-Demographic characteristics descriptionAnd levelsPerceived risk to consumers who assessing the relationship between the demographic characteristics of the respondentsAnd levelsBuy them via The Internet. The study sample included 2,853 consumers in the United States of America, more than that. They are over 18 years old.
1- There is a statistically significant relationship between the desire to use the website for purchasing. The most important results:
And between each of the academic qualificationsAnd the degreeFunctional, annual income of the current family
Social and Age.
2- It was also found that there is a relationship between the level of its use.And the dangerFinancially aware and
Materialism, Psychological, Social, Time and Performance.
3- There is also a relationship between its useAnd levelsLoginAnd buyOnline.
5- The Study of Hessah Alkhial (2002) .
Factors affecting consumers’ adoption of online shopping. The objective of the study is to determine the degree of importance of the factors affecting the adoption process of online shopping from
Adopters’ viewpoint and availability.
– Identify the demographic characteristics of both adopters and non-adopters of online shopping.
Internet and determine whether there are any significant differences between them.
– There are no significant differences between the adopters’ perception of the importance of factors affecting shopping. The most important results are 1.
- Online and provide those factors.
2- There are significant differences between adopters and non-adopters of online shopping with regard to: For some demographic characteristics, namely gender, educational level, job, average Family income.
3- There are no significant differences between adopters and non-adopters of online shopping in terms of For other demographic characteristics, namely age, nationality, and emirate.
6-1- The Study of: Dan.J. Kim, Donald L. Ferrin, H. Raghav Rao (2003)
Title: CultureAndSecurity and Safety are the Essential Components of Successful Business Relationships in Consumer E-Commerce. Research objective – To compile and develop a model and framework for building consumer trust and satisfaction in the context of e-commerce, not only in how consumers shape their pre-purchase decisions, but also to examine this relationship in the long-term in relationships with the seller.Results:
1- The issue of direct and indirect trust affects the purchase decision.Consumer by subscriptionWith perceived risk and perceived benefit
2- The trust factor affects consumer loyalty in the different stages of purchase (pre-purchase – during purchase – after completing the purchase process), and the effects of these practices as well as the restrictions and future trends.
3- Trust and security are the essential components of successful business relationships in the consumer e-commerce business.
- The Study of (Her Big & Palumbo (1994)
The study compared the United States and Japan in terms of the use and adoption of new technology. This study identified several characteristics, namely civilizational, demographic, and social, on the basis of which the comparison was made. The researcher concluded that civilizational characteristics affected the degree of adoption of innovations and new technologies in each of the two countries in a different way.
- Chapter Two: Concepts, Theories and Tasks
12.1. The First Topic
12.1.1. The Concept of Electronic Marketing and its Requirements
Arab countries were not isolated from the developments witnessed by the world in the field of communications, especially the Internet and the marketing services provided by this global network. A man of Selling performs the process of convincing customers to buy a product through personal contact with the customer; selling is part of the marketing process. The existence of the Internet has helped shorten the distance between the marketing organization and the customers and has made communication more vital and effective between the parties with the use of modern technologies in multimedia programs and live audio and video. The Internet contributes to delivering information to the salesperson who is expensive in a country far from the center so that it is easy for him to obtain quick information via the Internet from the center of the parent company for which he works. We present in this Chapter normal electronic marketing and its requirements. The basic infrastructure is the Internet, dedicated websites, and other infrastructure equipment for e-marketing. The e-marketing process requires technological modern means, but this marketing is the result of this modern technology, which is represented by networks. Computer the most important of which is the Internet, which is available to everyone.publicly accessible and on a global scale, which provides communication between millions of computers around the world, and through these computers, information is exchanged and marketing operations are carried out. It’s a computer system or the broad system that allows for linking it to other systems to ensure the exchange and transfer of information and to achieve the entry process access to the system and from it to the other systems. Electronic marketing is a computer, a network, solutions and a website and computer content allows data entry, processing, design and display, and retrieve it. Network allows the transfer of information two-way from order and to it are solutions allows the facility to enforce its obligations and the customer to enforce them for his commitments and position. On the network to display products or services and related information activities and marketing mechanisms, and the content is in itself, the website’s vocabulary of products, services and what is related to them, but within the framework of the offer that motivates acceptance and reveals the website’s technical capabilities. And within this framework includes all means of practicing its activities, including devices, software, solutions, networks, communication, means of communication, data exchange, network subscriptions, solutions regarding information security, implementation of payment processes, and provision of services. Online the Internet is the network of networks and the growth of e-marketing has been linked to its existence.
1- The concept of electronic marketing:
E-commerce is one of the topics called the digital economy.Digital Economy) The digital economy is based on two facts:
A- (Electronic commerce).
B- (Information Technology).
Information technology in the age of computing and communication is what created the real existence of e-commerce, which is based primarily on computing and various means of technology for implementation and management of the activity.Commercial. No.First, we must clarify the concept of e-commerce versus the concept of e-business and also versus online marketing in order to arrive at the concept of e-marketing.
That word E-commerce is derived from the two English words Electronic commerce, while the term I-commerce is derived from the two words Enter-net-commerce, meaning online commerce. Both terms have been used for one meaning, which is that’s wrong online commerce is a part of e-commerce. For example, if a customer places an order to supply certain materials through his personal computer, This will automatically result in electronically and recorded in the ledger, this is considered a form of e-commerce. When this invoice is sent by e-mail to the supplier via the Internet, this means e-commerce and online commerce at the same time. One. SoE-commerce extends to other businesses that help the company carry out its business, such as implementing electronic restrictions and accounts and implementing industrial operating programs in a way thatAnd Trusted. And soE-commerce can be defined as defined by the World Trade Organization as including the activities of producing, distributing, marketing, selling and delivering goods and services to the buyer through electronic media and the commercial operations that e-commerce includes. Therefore, e-commerce is:
-Advertising about the product or service and search for them.
– Submit a purchase request and pay for the purchased materials.
– Final delivery of purchased materials (Tarjuman and Khader 569, 2006).
Some people often use the term e-commerce as a synonym for e-business.E-business, which in turn is a common mistake, as e-business is broader in scope than e-commerce and is based on the idea of performance in the relationship between two work frameworks and extends to all administrative, production and financial activities.And service and noIt is related only to the relationship of the seller or supplier with the customer, as it extends to the relationship of the establishment with its agents, employees and customers, as well as to the patterns of work performance, evaluation and control. Within the concept of e-business there is the automated e-factory, the automated e-bank, the e-insurance company and the automated government services that are currently developing into more comprehensive concepts, namely e-government.
From these definitions of e-business, e-commerce, and online commerce, we find that e-marketing is the most prominent and important e-commerce activity that takes place over the Internet; this is because the marketing function is one of the organizing functions and it is the function that seeks to facilitate the exchange and flow of products from the producer to the consumer through the use of certain tools and methods in order to achieve the desired benefits for the parties to the marketing process, and these operations take place in a veryChange. And thisThe process is mainly done via the Internet.Internet Based Marketing is the practice of all marketing activities such as advertising, selling, distribution, promotion, marketing research, designing new products, pricing, and using electronic methods in the process of fulfilling the price via the Internet.
12.2. Types of E-marketing:
Some marketing experts (Kotler) see), that marketing practiced by organizations can be classified into three main types:
A- External Marketing: It is linked to traditional marketing functions such as designing and implementing the marketing mix (product – price – distribution – promotion).
B- Internal Marketing: It is related to the employees within the organization, as the organization must follow effective policies to train and motivate employees to communicate well with customers and support employees to work as a team that seeks to satisfy needs and desires. An individual in the organization must be customer-oriented in his work. It is not enough to have a department in the organization dedicated to doing the traditional work of the marketing function while the rest of the individuals or departments are in a different direction.
T- Interactive Marketing: is related to the idea of the quality of services and goods provided to customers, which depends primarily and intensively on the quality and relationship between the seller and the buyer.
The concept of electronic marketing does not differ from these traditional marketing concepts except in relation to the means of communication with customers. NeighborhoodThE-marketing relies on the Internet as a fast, easy and low-cost means of communication to carry out these tasks, which constitute the main types of marketing in its traditional form.
3- Distinctive Characteristics of Electronic Marketing:
E-Marketing has the Following Characteristics: The most important of which are:
A- Wide Service E-marketing is characterized by providing a wide service. Mass service: Customers dealing with the marketing site can deal with it at any time without the company that owns the site knowing who read its email unless the customer contacts it. It also cannot monitor visitors to its site.
B- The Universality of E-marketing: The media used in electronic marketing know no boundaries. Geography so that the customer can shop from anywhere he is through his personal computer on the company’s website, with the caveat that the laws governing e-commerce have not crystallized, especially those related to the security of commercial transactions.
T- The Speed of Changing Concepts: E-marketing is characterized by the rapid change of concepts, the activities it covers, and theThe rules of thatE-commerce is linked to electronic communication methods and technologies and information technologies that change and develop rapidly. Therefore, the legal arrangements to which it is subject are subject to rapid change in a manner consistent with developments in technologies, communications and information.
C- The Importance of online Advertising International: The element of excitement and user attention for e-mails as is the case in television advertisements due to the multiplicity of companies that offer their e-mails.
C- Deception and Fictitious Companies: It is increasingly important to beware of dishonest marketing that does not carry real content because it is easy to spread this information about the company over the Internet and a customer may be exposed to a case of deception by this fictitious or non-committed company, such as dealing with a stolen credit card or providing guarantees of post-manufacturing services without committing to actual implementation or by claiming the status of a bank to collect money and offer temptations to obtain lucrative returns and other methods, as the issue of paying the purchase amounts for goods and services by sending credit card numbers over the network is still not safe.
h- Narrowing the Gap between Companies: E-marketing narrows the gap between giant and small companies in terms of production, distribution and human capabilities, so that small companies can access the international market via the Internet without having the infrastructure of large multinational companies and make them stand on an equal footing with these companies in competition. This is due to the use of the same method in implementing sales and purchase operations and providing various types of services electronically. As in the case of distributing music, CDs, video films, computer programs, etc.
K- Accepting Promotional Means Via Network: The international nature of e-marketing, cultural differences and sensitivities play an important role in this; especially with regard to the methods used in promotion, so that one nation may accept the promotional methods and be compatible with its cultural mentality, while another may reject them and take a hostile position towards them.
D- Absence of Paper Documents: In e-marketing, transactions are carried out electronically without the need to use paper, especially products that accept numbering, from the negotiation process until the delivery of the goods until the payment is received. This raised the issue of proving contracts and the validity of digital signatures. This prompted international organizations to establish a legal framework for e-commerce, signing and electronic payment.
The Main Obstacles to E-Marketing:
There are obstacles that limit the success of the electronic marketing process, which are as follows:
- Language and Culture: It limits the interaction between customers and different sites, so there is an urgent need to develop software that will bring about a qualitative shift in translating texts into different languages so that customers can understand them, and the need to take into account cultural differences, customs and traditions between nations so that there is no obstacle to using commercial sites.
- Good Management: E-marketing requires good management and clear plans to face the continuous change in the movement of the local or global market. E-marketing cannot succeed if there are no specialists in this field.
- Confidentiality and Privacy: It also limits the electronic marketing process, especially since it is assumed to obtain some data related to the customer, such as the name, type, nationality, the address, payment method, Credit card numbers and others, which requires the use of special software to maintain confidentiality and secure transactions and electronic payments made over the Internet.
- Laws and Legislation: These are necessary to regulate e-marketing operations and protect property and publishing rights on the Internet, as well as develop financial and commercial systems to facilitate e-marketing operations.
The Second Topic: Consumer Behavior
Definition of consumer behavior
The study of consumer behavior is considered a special case or an integral part of the study of general human. The study of consumer behavior is concerned with the activities and actions undertaken by the consumer that are directly related to satisfying his needs and desires, which in turn control the consumption process. From this perspective, consumer behavior can be defined as:
“The set of actions taken by individuals, related to the purchase and use of economic goods and services, including the decision-making process that precedes and determines these actions.”
This definition includes the following three assumptions, which can be explained as follows:
- The set of actions issued by individuals:
This implicit assumption means that the analysis of consumer behavior is not limited to purchasing only, but rather extends to the sum of actions and behaviors surrounding it, such as information related to the product, its analysis, comparison between them, marketing, and speaking with salesmen in a commercial store.
This assumption also shows that the study and analysis of consumer behavior is done at the level of the final consumer. It can be noted here that the person who buys may not necessarily be the one who consumes. As a general rule, each member of the same family can play a specific role in making the purchase decision. This role may depend on the nature of the relationships between the members and the nature of the purchasing process. These tools can be classified into categories, including the following:
The initiator of the purchase, the decision-maker, the purchase decision-maker and the user.
Finally, although consumer behavior is related to consumer purchasing as well as industrial purchasing, this definition is not mentioned in the latter.
Buy economic goods and services:
This statement actually means that understanding consumer behavior requires knowing what happens before a purchase. The consumer’s choice of a good or service depends on the level of satisfaction he achieves when using it.
- The decision-making process that precedes and determines these actions:
Consumer studies are concerned with understanding how consumers make many decisions that vary in importance and the degree of risk they contain. Every action taken by the consumer is the result of a decision-making process, so we resort to answering many questions, including, for example: Example: How will the purchase process be done?Why?The purchase decision has been made with this.The shape?How to make a purchasing decision?
The study of consumer behavior is a relatively new science of research and has no historical roots or origins, as it originated in the United States of America during the years following World War II.
Therefore, researchers have to rely on a theoretical framework as a reference that helps them understand the behaviors and actions issued by the consumer at each stage of making a purchasing or consumption decision, as well as in identifying all the personal, psychological, and environmental factors that influence the consumer’s behavior and push him to adopt a certain behavior.
The scientific concepts taken from some sciences such as psychology were represented. (Individual and social. Sociology, cultural anthropology, economics, where these sciences represented the basic reference, but they are not sufficient alone to explain consumer behavior, but it may require with marketing men represented in understanding and harvesting all the concepts and theories that are related to consumer behavior and linking them together with the aim of arriving at the design of a scientific model specific to treating each marketing problem separately, and scientific research in this field at that time witnessed the appearance of the first book on consumer behavior in 1966 entitled “Purchasing Decision Processes” by the author Micosia.
The second book: “Consumer Behavior” in 1968, written by: kollat and Blacle well
The third book: “The Theory of Buyer Behavior” in 1969, written Byhaward and Sheth
Some Arab researchers have recently begun to show interest in this field. Among the important Arab references that caught my attention as a researcher is the book “Consumer Behavior and Marketing Strategies” in 1997, followed by the book “Consumer Behavior and Marketing Strategies” in 1997.In 1999 and finally in 2000, the book “Consumer Behavior between Theory and Practice with a Focus on the Saudi Market” was published.
- Types of consumers:
In practice, the word consumer is used to describe two different types of consumers or both. The individual consumer, and the second is the industrial or institutional consumer. The individual consumer is the one who searches for a commodity or service and purchases it for his own or family use.
The second type of consumers is the industrial consumer, which includes all private and public institutions. These institutions search for and purchase goods, materials or equipment that enable them to implement their objectives set in their plans or strategies. Industrial institutions also purchase primary raw materials and other semi-manufactured components in order to produce and market final goods for both the final consumer and the industrial consumer. As for the service buyer, he often purchases various tools and equipment that enable his institution to provide services to both the individual consumer and the institutions that may need them. It is worth noting here thatThere is a clear difference between the buyer and the user, and that is that the person who may buy a commodity is not in all cases the one who will use it in the end, and it is not necessary for the person who makes the decision to buy a commodity to be the same person who will consume it or use it or even the actual buyer of it, so how is that done?
For example: A mother who buys toys for her children will not use them most of the time, and a father buys a lot of goods that may not be used or most of them are not used. Also, the mother or father – with the difference in influence of each of them- Where both or one of them has the greatest influence when making a decision to purchase this product or Service.
Marketers must plan and execute their promotional campaigns to target the individuals most influential in making purchasing decisions.
Practically: The goal of studying consumer behavior is to identify how actual behavior occurs, in addition to analyzing the factors that influenced behavior before and after it actually occurred.
1. Consumer Behavior Drivers
The study of motivations is one of the basic fields in the study of consumer behavior with the aim of identifying the reasons for the differences in the behavior of individuals.And their actionsMotives are internal factors within the individual that direct and coordinate his actions and lead him to adopt a certain behavior in a way that achieves satisfaction for him.Required.
Therefore, marketers must study and understand the motives that lead the consumer to make a certain decision.To buy.Unfortunately, the process of discovering and observing these motives cannot be done directly, but they can be inferred, and this is aided by the research conducted with the aim of discovering these motives.
There are several divisions of motives. Motives may be conscious or unconscious, rational or emotional, primary or acquired.
Some marketing researchers have divided motivations into three types:1- Primary motives: These are the motives that prompt the consumer to buy a certain product regardless of the different brands. For example, the consumer buys an insurance policy to secure his future and that of his family members, a book to increase his culture, toothpaste… and so on.
2- Selective motives (secondary): These are the real reasons that push the consumer to buy a certain brand name over other brand names of goods, such as buying a Sony radio and not a Toshiba… and so on. This requires making comparisons between the different brand names offered in terms of many aspects, which may be objective, such as choosing the sound, the strength of the device and its features, and others are psychological and emotional, such as appearance, name and fame, imitating a friend who made the purchase, and so on.
– 3- Motives for dealing: These are the reasons that lead the consumer to prefer dealing with a specific store over other stores. These reasons also include objective reasons such as location, prices of goods displayed with stores that others deal with, advertising the store, psychological comfort in dealing with sales workers, and so on.
Some writers believe that the individual’s needs and goals are the main source of motivation, as each individual expects a certain level of satisfaction for each of them. Therefore, we notice an overlap and connection between the concept of motivation and the concept of needs. The need arises from the feeling of deficiency or deprivation of something in the consumer, which leads to the impact of the individual’s internal forces towards motivations in order to satisfy this need at a certain level and to a certain degree of satisfaction, meaning that the need here affects the motivation and the motivational behavior.motivated behavior and therefore needs according to this interpretation are the basis of motivations and their causes and the study of human needs and then – is in fact a study of the foundations of motivations.
The study of consumer behavior has captured the attention of many individuals, especially consumers, students, researchers, and marketers. The benefits that the study of consumer behavior achieves for each party can be stated as follows:
A- The importance of studying consumer behavior for consumers:
The consumer gain insight into understanding the process of purchasing and consuming goods and services. Especially in knowing what to buy, why and how to get it, as it helps him to understand the factors or influences that affect his purchasing or consumer behavior and that make him buy or consume a product, service or brand.
B- The importance of studying consumer behavior for students:
The study of consumer behavior helps students understand the relationship between environmental and personal factors that together influence an individual’s behavior and push him to take a certain action. It also allows them to understand human behavior as a science, as consumer behavior is part of general human behavior.
Why and when the decision is made by the consumer and identifying the types of consumer and purchasing behavior of consumers, and finally helping them understand and study the indicators of this behavior. The marketer who understands the behavior of his consumers will achieve or support the competitive position of the institution in the market.
C- The importance of studying consumer behavior for business managers:
Studying consumer behavior helps business leaders in the following areas:
- 2. Factors affecting consumer behavior:
In order for the organization to succeed in its marketing plan, it must know more precisely the consumer, who is metaphorically likened to a black box, as marketing departments still do not know much about consumer behavior and what is inside him, despite the scientific progress in the field of natural and social sciences. Therefore, the analogy here clarifies that what is inside a person is unknown and what results from purchasing behavior may not be repeated continuously because it results from the influence of several different factors that can be explained (Figure 1), which indicates the real need to study the consumer from different aspects…
The problems of online shopping vary depending on the country in which the shopping is taking place. The most prominent of these problems is the difference in the shapes, sizes and quality of what we receive from what we saw on marketing sites. Often, this item goes to the trash can because the return systems go through complex stages. Does this mean that we should stop shopping online? Or should we adhere to the safety rules? In the following investigation, we review the experiences with online shopping, and provide several guidelines for more conscious online dealings. Online commerce is considered one of the products of globalization policy and support for the idea of the world as one village. The countries of the world are now entering a race to prepare themselves to enter what is called the era of the new economy or the digital economy. What is more, there is a digital map being drawn for the world based on the adoption of the countries included in the map and their entry.For the eraDigital, and in general, about 47 countries in the world have joined this map, even the United States, Germany, Japan, France and Finland are at the top of the list. As for those responsible for preparing this map, they have their own criteria on the basis of which countries are included in this map, and at the top of them is the ability to transform into a digital economy in addition to what these countries offer in terms of technical inventions and also economic dynamism and their adherence to the globalization system and the issue before us is that the world will suffer a major economic recession if the rest of the countries in the world do not restore their energies in order to enter the new digital world. There are countries such as China and Indonesia that need many developments in their systems before their digital economy flourishes in front of the Arab countries. They need to exploit more of their energies in this field and benefit from global expertise in order to catch up with the new digital world. These countries are still at the beginning
- Chapter Three: Field Study
14.1. Research Methodology
The curriculum has been approved is Descriptive and analytical study of the reality of electronic marketing of goods and services in the Kingdom of Saudi Arabia and consumer behavior towards them, through collecting primary data by distributing a number of questionnaires to a sample of consumers in Hafer Al-Batin Governorate. As for secondary data, we will refer to a number of foreign and Arab references – despite their scarcity – and articles published in a number of different media outlets and general and specialized websites. As it was the arithmetic mean as a reference and the standard deviation as well in arriving at the results.
14.2. Community Study
The city of Hafer Al-Batin is located in the northeastern part of the Kingdom of Saudi Arabia, in the area where Wadi Al-Batin meets Wadi Al-Fulaij, in a low valley of the Summan Plateau. Its area is about 144 km, and it is about 500 km away from the capital, Riyadh, and the city of Dammam. It is about 210 m above sea level. Before its establishment, the city was a rest stop for caravans of merchants and pilgrims coming to and from Iraq, where they would stop to get water from the wells dug by the noble companion Abu Musa Al-Ash’ari. It was named after these wells dug in the middle of Wadi Al-Batin, which number seventy wells, and are owned by a number of Arab tribes that inhabit Saudi Arabia, the most important of which is the Dhafir tribe.
14.3. Economic activity in Hafer Al-Batin:
The economic movement in the city is characterized by recovery, as it contains many huge commercial centers, such as malls such as: Al-Hafer Mall, Al-Othaim Mall, hotels, shopping stores, and a chain of international restaurants, in addition to the presence of a large number of factories in it, such as chemical factories, plastic materials, and interlocking tiles (Interpol). The city is distinguished by its proximity to the Kuwaiti limit, which makes it a trade exchange area with neighboring countries. It is also famous for the sheep trade and agriculture. Services in drillingThe subconscious
The study community consists of: Hafer citizens The interior where it was observed It varies.The behavior and nature of consumption of each tribe..as the tribes in this society differ and each tribe has its own traditions and consumer cultures..and the population of Hafer Al-Batin Governorate is approximately 387 thousand people. (General census1431, A sample of (60) people was taken and a study was conducted on the subject.
14.4. Study Tool:
The researcher used to collect data and informationMonitoring questionnaireConsumer Behavior and Personal InterviewsIn additionTo the observation, official documents and demographic facts of the study sample.
14.4.1. Validity of the Study Tool:
The researcher will verify the validity of the study tool by presenting it to a group of arbitrators and specialists in the fields of management, scientific research methodology, and statistics, to take their opinions into account in preparing the study tool (questionnaire).
14.4.1.1. Stability Tool
The reliability of the study tool will be tested.(Reliability Test) By calculating Cronbach’s Alpha coefficient (Cronbach-Alpha) in order to verify the internal consistency of the domains it includes.QuestionnaireAs a measuring tool.
14.4.1.2. Statistical Treatments
Based on the Statistical Package for the Social Sciences (SPSS) programSPSS).SetMPerform the following tests:
14.4.1.3. Descriptive Statistics Measures
This is to describe the study community and sample and determine its characteristics, based on percentages and frequencies, and to arrange the study variables according to their relative importance based on the values of the arithmetic mean and standard deviations.
- The Second Topic
15.1. Data Display and Analysis
- The data in Table (3) showed that approximately (68.3%) were fromMales,While the percentage of females reached (31.7%).
| Sex Table No. (1) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | male | 41 | 68.3 | 68.3 | 68.3 |
| feminine | 19 | 31.7 | 31.7 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
| (SPSS) Source: Prepared by the researcher based on questionnaire data using
Figure No. (1) Male Feminine 2) Age Distribution Data
The results of Table (4) showed: Figure No. (2)The age group is arrangedAs follows: (26-40) It had the highest percentage among the respondents, at (66.7%), age group (18-25) by26.7%. The percentage of those in the age group over 40 years did not exceed 6.7%, which is the lowest percentage. Age Table No. (2) |
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | From 18 to 25 | 16 | 26.7 | 26.7 | 26.7 |
| From 26 to 40 | 40 | 66.7 | 66.7 | 93.3 | |
| Over 40 years old | 4 | 6.7 | 6.7 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepa
red by the Researcher Based on questionnaire Data Using
Figure No. (2)
Age
3) Data Related to The Educational Level:
The data in Table (3) and Figure No. (3) showed that (70%) of the individuals in the research processCollectors and(25%) secondary, versus (5%) postgraduate
| Educational Level Table No. (3) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | secondary | 15 | 25.0 | 25.0 | 25.0 |
| University | 42 | 70.0 | 70.0 | 95.0 | |
| Postgraduate | 3 | 5.0 | 5.0 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
)SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (3)
Educational Level
| Educational Level
4) Data Related to the Profession
The results of Table No. 4 and Figure No. (4) showed that:(56.7%) from Employees Respondents and (16%) Head of Department (23.3%)OtherOpposite (3.3%)Managers. Income ( Table 4) |
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | boss | 2 | 3.3 | 3.3 | 3.3 |
| employee | 34 | 56.7 | 56.7 | 60.0 | |
| Head of Department | 10 | 16.7 | 16.7 | 76.7 | |
| Other | 14 | 23.3 | 23.3 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (4)
Income
Income
Table No. (5) and Figure No. (5) show that 56.7% of the respondents made purchases ranging between 3 and 5 online, 25% made between 1 and 2 online, and 18.3% made more than 5 online.
| How many purchases have you made? It has duringLast year Table No. (5) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | From 1-2 | 15 | 25.0 | 25.0 | 25.0 |
| From 3-5 | 34 | 56.7 | 56.7 | 81.7 | |
| moreof 5 | 11 | 18.3 | 18.3 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
Figure (5)
How many purchases have you made in the past year?
How many purchases have you made duringYearpast
It is clear from the table (6) and the shape (6) That the number of those who agree has reached15Studying at a rate of25% of those who answered “I do not agree”23By percentage38.3% and those who answered neutrally22By percentage36.7%.
| Advertisements on products in electronic markets are few. Table (6) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 23 | 38.3 | 38.3 | 38.3 |
| to some extent | 22 | 36.7 | 36.7 | 75.0 | |
| I agree | 15 | 25.0 | 25.0 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure (6)
Advertisements on products in online markets are few.
| Advertisements on products in online markets are few.
The results of Table No. (7) and Figure No. (7) showed that:(51.7%) fromRespondents have no experience in online shopping. and(28.3%) Somewhat (20%) have experience. I have no experience in online shopping. Table No. (7) |
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 31 | 51.7 | 51.7 | 51.7 |
| to some extent | 17 | 28.3 | 28.3 | 80.0 | |
| I agree | 12 | 20.0 | 20.0 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure (7)
I have no experience in buying online
I have no experience in buying online
From the results of Table No. (8) and Figure No. (8), we find that:(30%) fromRespondents are hesitant to buy online because they cannot handle the goods physically. and(%50) Somewhat (20%) not hesitant..
| Table (8) The fact that I can’t handle the merchandise physically and by myself makes me hesitant to buy online. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 12 | 20.0 | 20.0 | 20.0 |
| to some extent | 30 | 50.0 | 50.0 | 70.0 | |
| I agree | 18 | 30.0 | 30.0 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (8)
The fact that I cannot handle the goods physically or personally makes me hesitant to buy online.
Be noI canHandling the merchandise physically or personally makes me hesitant to buy online.
From the results of Table No. (9) And in Figure (9), we find that (71.7%fromRespondents confirm the lack of after-sales services. and(%23.3) Somewhat agree (5%).
|
Table (9) Lack of after-sales services (such as: spare parts – returning or replacing goods |
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 3 | 5.0 | 5.0 | 5.0 |
| to some extent | 14 | 23.3 | 23.3 | 28.3 | |
| I agree | 43 | 71.7 | 71.7 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (9)
Lack of after-sales services (such as spare parts, return or exchange of goods)
Lack of after-sales services (such as spare parts – return of goods orreplace it)
The results of Table No. (10) and Figure No. (10) showed that (56.7%fromRespondents confirm that online shopping provides cheaper products and services. and(%35) Somewhat disagree (5%).
| Shopping Electronic Provides cheaper products and services Table (10) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 5 | 8.3 | 8.3 | 8.3 |
| to some extent | 21 | 35.0 | 35.0 | 43.3 | |
| I agree | 34 | 56.7 | 56.7 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (10)
E-marketing provides cheaper products and services.
E-marketing provides products and servicesCheaper
The results of Table No. (11) and Figure No. (11) showed that (61.7) %from Respondents confirm that the online shopping process is convenient and saves time in general. and (%35) Somewhat disagree (3.3%).
| shopping Electronic Comfortable and saves time overall. Table No. (11) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 2 | 3.3 | 3.3 | 3.3 |
| to some extent | 21 | 35.0 | 35.0 | 38.3 | |
| I agree | 37 | 61.7 | 61.7 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
Figure No. (11)
E-marketing is convenient and time-killing in general.
The results of Table No. (12) and Figure No. (12) showed that (83.3)% of the respondents confirmed that the electronic shopping process provides a greater variety of products and offers products that are not available in the market, and (10%) to some extent (4%) disagreed with that.
| Table (12) shopping Electronic Provides greater product variety and offers products not found in the market. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | I do not agree | 4 | 6.7 | 6.7 | 6.7 |
| to some extent | 6 | 10.0 | 10.0 | 16.7 | |
| I agree | 50 | 83.3 | 83.3 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (12)
E-marketing provides greater diversity in products and provides products that are not available in the market.
E-marketing provides diversity.greaterIn products and provides products not available in the market
The results of Table No. (13) and Figure No. (13) showed that (76.7) % of the respondents confirm the ease of using online shopping sites and (16.7%) somewhat agree (6.7%) do not agree with that.
| It’s easyUsing online shopping sites Table No. (13)
|
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 4 | 6.7 | 6.7 | 6.7 |
| to some extent | 10 | 16.7 | 16.7 | 23.3 | |
| I agree | 46 | 76.7 | 76.7 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (13)
Easy to use online marketing sites
Easy to use online marketing sites
The results of Table No. (14) and Figure No. (14) showed that (71.7%) of the respondents confirmed that the process of making a purchase via the Internet is a positive idea and (28.3%) somewhat.
|
Making purchases via the Internet is a positive idea. Table (14) |
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to some extent | 17 | 28.3 | 28.3 | 28.3 |
| I agree | 43 | 71.7 | 71.7 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure (14)
Making purchases online is a positive idea.
Making purchases online is a positive idea.
The results of Table No. (15) and Figure No. (15) showed that (40%) of the respondents confirmed that the process of completing the application electronically is complicated, while (41.7%) said somewhat and (18.3) of them said it is not complicated.
|
Complete the electronic applicationcomplicated Table (15)
|
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 24 | 40.0 | 40.0 | 40.0 |
| to some extent | 25 | 41.7 | 41.7 | 81.7 | |
| I agree | 11 | 18.3 | 18.3 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure (15)
Completing the online application is complicated.
Completing the online application is complicated.
The results of Table No. (16) and Figure No. (16) showed that (40%) of the respondents confirmed that The risks of online shopping are more than actual personal information – its benefits (such as not saving – not safe in using credit cards – not receiving the goodsWhile (50%) said somewhat and (6%) of them said I do not agree.
| Table (16)The risks of online shopping are more than actual personal information – its benefits (such as not saving – not safe in using credit cards – not receiving the goods | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 6 | 10.0 | 10.0 | 10.0 |
| to some extent | 30 | 50.0 | 50.0 | 60.0 | |
| I agree | 24 | 40.0 | 40.0 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
The risks of the electronic market are more than the actual personal information such as (not keeping it safe in using the credit card – not receiving the goods
E-market risksmoreFrom the actual personal information such as (not keeping it safe in using the credit card – the item not arriving. The results of Table No. (17) Figure No. (17) shows that (73.3%) of the respondents confirm that the electronic marketing process reduces the cost of labor and (15%) to some extent, while (11.7) do not agree with that.
| E-marketing reduces labor costs Table (17)
|
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 7 | 11.7 | 11.7 | 11.7 |
| to some extent | 9 | 15.0 | 15.0 | 26.7 | |
| I agree | 44 | 73.3 | 73.3 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure No. (18)
E-marketing by reducing labor costs
E-marketing by reducing labor costs
The results of Table No.18) Figure No. (18) shows that (75%) of the respondents confirm that the electronic marketing process increases the productivity of the institution, and (25%) see it as increasing to some extent, while…
| E-marketing increases the productivity of the institution Table (18)
|
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to some extent | 15 | 25.0 | 25.0 | 25.0 |
| I agree | 45 | 75.0 | 75.0 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure (19)
E-marketing increases the productivity of the institution
E-marketing increases the productivity of the institution
The results of Table No. 19 and Figure No. (19) show that: 73.3% of the respondents confirm that the electronic marketing process has a clear role in increasing sales, and (20%) to some extent, while (6.7%) do not agree on that.
| E-marketing has a clear role in increasing sales. Table (19)
|
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 4 | 6.7 | 6.7 | 6.7 |
| to some extent | 12 | 20.0 | 20.0 | 26.7 | |
| I agree | 44 | 73.3 | 73.3 | 100.0 | |
| Total | 60 | 100.0 | 100.0 | ||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
E-marketing has a clear role in increasing sales
Figure (18)
|
The results of Table No. 20 showedFigure No. (20) shows that (16%) of the respondents confirm that the prices of goods in the case of electronic sales are higher than in the case of direct marketing, and (17%) to some extent, while (26%) do not agree with that. The prices of goods in the case of electronic sales are higher than in the case of direct marketing. Table (20) |
|||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | to agree | 26 | 43.3 | 44.1 | 44.1 |
| to some extent | 17 | 28.3 | 28.8 | 72.9 | |
| I agree | 16 | 26.7 | 27.1 | 100.0 | |
| Total | 59 | 98.3 | 100.0 | ||
| Missing | System | 1 | 1.7 | ||
| Total | 60 | 100.0 | |||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure (20)
Product prices in the case of online sales are higher than in the case of direct marketing.
It is clear from the table(21) and the shape (21) The majority of the study members agreed, as their number reached 45 students, representing 75%. As for those who answered “I do not agree”, their number was 2, representing 3.3%, and those who answered “neutrally” their number was 12, representing 20%.
| Table (21)Direct purchase of some goodsbetterFrom buying online due to negotiation and looking at the type of product. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | I do not agree | 2 | 3.3 | 3.4 | 3.4 |
| to some extent | 12 | 20.0 | 20.3 | 23.7 | |
| I agree | 45 | 75.0 | 76.3 | 100.0 | |
| Total | 59 | 98.3 | 100.0 | ||
| Missing | System | 1 | 1.7 | ||
| Total | 60 | 100.0 | |||
(SPSS)Source: Prepared by the Researcher Based on Questionnaire Data Using
Figure (21)
Direct purchase is better for some goods than online purchase due to negotiation and consideration of the type of goods.
- Results and recommendations
16.1. Results: The study concluded the following:
- 7% have experience in online shopping.
- E-marketing provides products and services that are 56.7% cheaper.
- Online shopping offers greater variety of products and provides products at a rate of 83.3%.
- 76% of online marketing sites are easy to use.
- Online shopping increases the productivity of the organization by 75%.
- Online shopping has a clear role in increasing sales by 44%.
- There are differences inSaudi consumer trends towards e-marketing of goods and services with different variablesthe age.
- There are differences in trends.Saudi consumer towards e-marketing of goods and services with different variablesSex.
- There are differences inSaudi consumer trends towards e-marketing of goods and services with different variableseducation.
- There are differences inSaudi consumer trends towards e-marketing of goods and services according to income variable.
16.2. Recommendations:
Through the results of the research, the researcher concluded:yento a set of recommendationsas follows:
1- Providing sufficient information to shoppers about goods and services through websites, search engines, and e-mails, and creating an electronic marketing environment.Interactive.And build an extended relationship with customers, considering the electronic market as an alternative to the traditional market.
2-On aFor shoppersElectronically, increase research and access to all information related to the products offered in the electronic market to prevent any adverse consequences resulting from the lack of direct awareness of the characteristics of the products.
3-E-commerce sites must practice e-marketing with a high degree of competitiveness.And transparency, to attractThe largest possible number of consumers and enhancing the advantages of online shopping
4-Educating families who shop online about the potential risks of using some payment methods.Electronic,And how to prevent it
5- Protecting consumer trends of families from the impact of information technology accompanying the electronic shopping process through credibility in presenting data and facts related to products.
6- Attracting the attention of familiesTwo marketsElectronically to the importance of adopting consumer trends compatible with the amount of knowledge provided byProducts,So that it generates emotional effects that translate into positive consumer behaviors.
7-Directing Online shoppers: The importance of accuracy and objectivity in the products offered in the electronic market
8-Do not make a purchase unless you have verified the accuracy of the information provided about the product and compared it with other sites in terms of price and quality level.
Reference
[1]Aisha Mustafa Al-Minyawi, Modern Trends in E-Marketing, Research and Information Center, Sadat Academy for Administrative Sciences, Twentieth Year, Fourth Issue, Egypt, October 2002.
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