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Register a new userCultural factors and their effects on consumer behavior towards online advertising (Survey study in Syrian coast)
العوامل الثّقافية و تأثيرها على سلوك المستهلك تجاه الإعلان عبر الإنترنت دراسة مسحية في الساحل السوري
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مع التطوّر الكبير في تكنولوجيا المعلومات و الاتصالات، و انتشار الإنترنت بشكل واسع في جميع أنحاء العالم. اتجهت منظمات الأعمال إلى بيئة العمل الإلكترونية، و نلاحظ أنّ سورية تحاول مواكبة هذا التطور و دخول بيئة العمل الإلكترونية، من خلال استخدام منظمات الأعمال لهذه البيئة في الترويج لأعمالها و منتجاتها، و من عناصر الترويج التي تم استخدامها من قبل هذه المنظمات كان الإعلان عبر الإنترنت. و لكن يختلف تأثير هذا الإعلان باختلاف ثقافة كل بلد، و المستهلكين الذين يرون هذا الإعلان؛ لما تملكه العوامل الثقافية من تأثير كبير على سلوك المستهلك بشكل عام. لذلك فإنّ هذا البحث يهدف إلى دراسة مدى تأثير هذه العوامل الثقافية على سلوك المستهلك تجاه الإعلان عبر الإنترنت و مدى قبوله لهذه التقنيات الحديثة، من خلال دراسة مسحية لعيّنة من المستهلكين في الساحل السوري تم فيها توزيع 209 استبانات. و من أهم النتائج التي تم التوصل إليها أنّ الإعلان عبر الإنترنت لا يتفق مع القيم و العادات التي يحملها المستهلكون، كما أنّ المستهلكين يفضلون مشاهدة الإعلان عبر الإنترنت باللّغة التي يتحدثون بها.
With the great development of communication and information technology, and the net spread extensively all over the world. Works’ organizations went towards electronic work environment, and we notice that Syria is trying to keep up with this development and entering electronic work environment by using works’ organizations this environment in spreading their works and products, and of spreading elements which has been used by these organizations was the online advertising. But the effect of this advertising differs by differing of culture of each country and consumers who see this advertising, for what the cultural factors have of great effect on the consumer’s behaviour generally. So this research aims to study the effect of these cultural factors on the consumer’s behaviour towards online advertising and his acceptance the modern technology buy survey study to a group of consumers in the Syrian coast in which they distributed 209 questionnaires. One of the most important results which has been achieved is that the online advertising doesn't agree with value and habits which consumer have, also consumers prefer watching online advertising with the language which they speak with.
References used
Abraham, K. A study on consumer behavior (with reference to V.B factors), International journal of enterprise computing and business systems, Vol.1. 2011, 1-19
Awais, Muhammad; Samin, Tanzila; Bilal, Muhammad. Valuable internet advertising and consumer satisfaction cycle, International journal of computer science issues,2012,Vol.9. 375-380
Bakshi, Gaurav; Gupta, Surender. Online advertising and impact on consumer buying behavior, International journal of research in finance,Vol.3. 21-30. 2013
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