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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Hüseyin PALA, Murat SEZGİN
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2021
Materias:	advertising internet ads consumer behavior consumer buying behavior advertising effects Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/6ff81162d3184b048db72e97962ad5a4
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:6ff81162d3184b048db72e97962ad5a4
record_format	dspace
spelling	oai:doaj.org-article:6ff81162d3184b048db72e97962ad5a42021-11-24T09:20:33ZTHE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR2148-416310.29228/JASSS.46621https://doaj.org/article/6ff81162d3184b048db72e97962ad5a42021-07-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=0c1c93db-d60a-4e0b-9fc9-9ed8341d00be.pdf&key=46621https://doaj.org/toc/2148-4163This 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.Hüseyin PALAMurat SEZGİNFırat Universityarticleadvertisinginternet adsconsumer behaviorconsumer buying behavioradvertising effectsSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 14, Iss 85, Pp 493-517 (2021)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	advertising internet ads consumer behavior consumer buying behavior advertising effects Social Sciences H Social sciences (General) H1-99
spellingShingle	advertising internet ads consumer behavior consumer buying behavior advertising effects Social Sciences H Social sciences (General) H1-99 Hüseyin PALA Murat SEZGİN THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR
description	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.
format	article
author	Hüseyin PALA Murat SEZGİN
author_facet	Hüseyin PALA Murat SEZGİN
author_sort	Hüseyin PALA
title	THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR
title_short	THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR
title_full	THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR
title_fullStr	THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR
title_full_unstemmed	THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR
title_sort	effect of internet ads on purchasing behavior
publisher	Fırat University
publishDate	2021
url	https://doaj.org/article/6ff81162d3184b048db72e97962ad5a4
work_keys_str_mv	AT huseyinpala theeffectofinternetadsonpurchasingbehavior AT muratsezgin theeffectofinternetadsonpurchasingbehavior AT huseyinpala effectofinternetadsonpurchasingbehavior AT muratsezgin effectofinternetadsonpurchasingbehavior
_version_	1718415741878796288

THE EFFECT OF INTERNET ADS ON PURCHASING BEHAVIOR

Ejemplares similares