THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR
This study is a research on the effect of banner, pop-up and search engine ads that broadcast advertisements in the internet environment on the purchasing behavior of the consumer. This study consists of three main parts. In the first part of the study, theoretical information about the internet and...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/6ff81162d3184b048db72e97962ad5a4 |
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| Sumario: | This study is a research on the effect of banner, pop-up and search engine ads that broadcast advertisements in the internet environment on the purchasing behavior of the consumer. This study consists of three main parts. In the first part of the study, theoretical information about the internet and advertising was obtained by scanning the literature. In the second part, the theoretical information about consumer behavior, which is the other subject of the research, was made by scanning the literature again. In the third part, the application part of the study was included, in this context, a total of 18 hypotheses, including 3 main hypotheses and 5 sub-hypotheses under each main hypothesis, were determined. In the study, the Attitude towards Banner Ads scale and the Purchasing decision process scale were used and a survey was applied to 672 people to create data in the application section. Individuals from İzmir, Manisa and Uşak provinces aged 18 and over and who have made online shopping at least once participated in the survey. Analyzes were made as a result of entering the results of the answered questionnaires into the SPSS program. In addition to these, demographic features and frequency analysis of internet usage characteristics, reliability analysis, frequency analysis of banner ads, pop-up ads, search engine ads and purchase behavior scales, and again banner ads, pop-up ads, search engine ads and purchase behavior scales Mean and standard deviation values were determined and interpreted. In addition, three main and thirteen sub-hypotheses were tested by performing regression analysis in the study. According to the test results, 17 of the 18 hypotheses were accepted and 1 was rejected. |
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