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The impact of internet marketing obstacles the intention of e-procurement “A field study on students of the collages in Tartous”

تأثير معوقات التسويق عبر الإنترنت على نية الشراء الإلكتروني "دراسة ميدانية على طلاب الكليات في طرطوس"

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 Publication date 2015
and research's language is العربية
 Created by Shamra Editor




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The objective of this research is to identify the obstacles to the use of internet marketing by individuals, has been relying on descriptive analytical method, a questionnaire was developed and make sure of his sincerity and the persistence coefficient, the questionnaire was distributed to the students of the Faculty the second of Economy in Tartous, in order to obtain necessary data for the study. The study found the following results: There were no statistically significant differences between (the Internet infrastructure, the expected risk, distrust for electronic marketing, legislation and laws) and the faith in e-procurement, while no statistically significant relationship between the weakness of experience and awareness of internet marketing and intent in e-procurement and these results back to the nature of the sample taken. The study was presented a set of recommendations including: the need to raise awareness of and confidence in scientific knowledge about the importance of internet marketing, and the need to increase awareness of the importance of the use of computer.


Artificial intelligence review:
Research summary
تهدف الدراسة إلى استكشاف العوامل التي تعيق استخدام التسويق عبر الإنترنت وتأثيرها على نية الشراء الإلكتروني بين طلاب الكليات في طرطوس. استخدم الباحثان المنهج الوصفي وقاما بتطوير استبانة تم توزيعها على عينة من طلاب كلية الاقتصاد الثانية في طرطوس. أظهرت النتائج أن هناك علاقة ذات دلالة إحصائية بين ضعف الخبرة والوعي بالتسويق عبر الإنترنت والنية في الشراء الإلكتروني، بينما لم تظهر علاقة ذات دلالة إحصائية بين البنية التحتية للإنترنت، المخاطر المتوقعة، عدم الثقة بالتسويق عبر الإنترنت، والتشريعات والقوانين وبين النية في الشراء الإلكتروني. أوصت الدراسة بضرورة نشر الوعي والثقة والمعرفة العلمية بأهمية التسويق عبر الإنترنت، وتحسين البنية التحتية للإنترنت، ووضع تشريعات وقوانين تنظم التسويق الإلكتروني وتحمي المستهلكين من الاحتيال.
Critical review
دراسة نقدية: الدراسة قدمت إسهاماً مهماً في فهم معوقات التسويق عبر الإنترنت وتأثيرها على نية الشراء الإلكتروني، خاصة في سياق محلي كسوريا. ومع ذلك، يمكن توجيه بعض الانتقادات البناءة. أولاً، حجم العينة كان صغيراً نسبياً (60 استبانة صالحة للتحليل)، مما قد يؤثر على تعميم النتائج. ثانياً، الدراسة ركزت فقط على طلاب كلية الاقتصاد، مما قد لا يعكس تنوع الفئات العمرية والمهنية الأخرى. ثالثاً، لم تتناول الدراسة تأثير العوامل الثقافية والاجتماعية بشكل كافٍ، والتي قد تكون لها تأثير كبير على نية الشراء الإلكتروني. وأخيراً، كان من الممكن استخدام مناهج بحثية متنوعة مثل المقابلات أو الدراسات الطولية للحصول على نتائج أكثر شمولية.
Questions related to the research
  1. ما هي العوامل التي وجدت الدراسة أنها تؤثر على نية الشراء الإلكتروني؟

    وجدت الدراسة أن ضعف الخبرة والوعي بالتسويق عبر الإنترنت لهما تأثير معنوي على نية الشراء الإلكتروني.

  2. هل هناك علاقة بين البنية التحتية للإنترنت والنية في الشراء الإلكتروني وفقاً للدراسة؟

    لا، لم تجد الدراسة علاقة ذات دلالة إحصائية بين البنية التحتية للإنترنت والنية في الشراء الإلكتروني.

  3. ما هي التوصيات الرئيسية التي قدمتها الدراسة؟

    أوصت الدراسة بضرورة نشر الوعي والثقة والمعرفة العلمية بأهمية التسويق عبر الإنترنت، وتحسين البنية التحتية للإنترنت، ووضع تشريعات وقوانين تنظم التسويق الإلكتروني وتحمي المستهلكين من الاحتيال.

  4. ما هو المنهج البحثي الذي استخدمه الباحثان في هذه الدراسة؟

    استخدم الباحثان المنهج الوصفي في إعداد هذه الدراسة.


References used
CUNNINGHAM, L. ; GERLACH , J. ; HARPER, M. ; YOUNG, C. Perceived risk and the consumer buying process : internet airline reservations, International Journal of service industry management , ( on – line). 16 (4).(Available:file://A Emerald.Host:Htm,2005
KOTLER,P. & ARMSTRONG,G. Principles of marketing. 12th.ed.,Prentice-Hall, Inc., New Jersy,USA, 2008,722
KOTLER,P. marketing management, 12th.ed.,prentice hall,new jersey, USA, 2006,446
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