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Register a new userThe Effect Of Using Modern Immersive Marketing Techniques On The Buying Decision Process
تأثير استخدام تقنيات التسويق الغامر الحديثة على عملية اتخاذ قرار الشراء
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Tishreen University ورقة بحثية
Publication date
2020
fields
Marketing
and research's language is
العربية
Authors
رشا جديد( باحث )
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Shamra Editor
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يهدف البحث إلى دراسة تأثير استخدام تقنيات التسويق الغامر على عملية اتخاذ قرار الشراء، وذلك عبر مراحلها الخمسة والتي تتضمن: مرحلة إدراك المشكلة، جمع المعلومات، تقييم البدائل، اتخاذ قرار الشراء، سلوك ما بعد الشراء. واعتمدت الدراسة المنهج الوصفي التّحليلي لتوصيف متغيّرات الدراسة، كما اعتمدت الدّراسة الأسلوب الإحصائي في معالجة البيانات الأولية التي تم جمعها باستخدام الاستبانة التي تم توزيعها عينة قصدية من العملاء ممن يستوفون شرط الدراسة باستخدام التطبيقات الحديثة للتسويق، وبلغ إجمالي عدد العينة التي استجابت مع الباحثة 113 فرداً من الأفراد المستخدمين لهذه التطبيقات. وقد توصلت الباحثة إلى عدة نتائج أهمّها: يوجد تأثير جيد لاستخدام تقنيات التسويق الغامر على جميع مراحل عملية اتخاذ قرار الشراء، إلا أن مستوى ثقة المبحوثين باقتناء المنتجات عبر هذه التطبيقات متوسط، كما لا تتوافر وسائل الدفع الملائمة لاقتناء هذه المنتجات نظراً لعدم وجود تسهيلات الدفع الإلكتروني للعملاء السوريين، وأيضاً لا تتوافر المعدات الداعمة لتقنيات التسويق السورية بشكل جيد.
The research aims to study the effect of using immersive marketing techniques on the purchasing decision-making process, through its five stages, which include: the problem awareness stage, information gathering, alternatives evaluation, purchasing decision making, post-purchase behavior. The study adopted the descriptive and analytical approach to characterize the study variables, and the study also adopted the statistical method in processing the primary data that was collected using the questionnaire that was distributed intentionally sample of clients who meet the study requirement using modern marketing applications. Individuals using these applications. The researcher reached several results, the most important of which are: There is a good effect of using immersive marketing techniques on all stages of the purchase decision-making process. However, the level of confidence of the respondents in acquiring products through these applications is average, and appropriate payment methods are not available for the acquisition of these products due to the lack of electronic payment facilities. For Syrian customers, the equipment supporting Syrian marketing techniques is not well available.
References used
Alfaro, Luis, Claudia Rivera, Jorge Luna-Urquizo, Juan Carlos Zu ́niga, Alonso Portocarrero, Alberto Barbosa Raposo (2019). Immersive Technologies in Marketing: State of the Art and a Software Architecture Proposal (IJACSA) International Journal of Advanced Computer Science and Applications, Vol. 10, No. 10, 480-490
Ahmed, Laman (2019): Applications of Virtual Reality in Arab Media Studies in the fields of Marketing, Public Relations and Journalism. The Arab Journal of Media and Communication Research, Issue (24), January / March 2019, 236-257
Ahmed, Shindy (2017). The influence of the trademark in making a purchase decision (a field study on university youth in Syria. Al-Baath University Journal, Vol. 39, Issue 2, 91.
Al-Qurashi, apparent; Yasmine Al Kilani (2015). The impact of social media on the consumer purchasing decision-making process in Amman. An-Najah Research Journal (Humanities). Volume 29 (12), 2410-2442
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