EffectivenessofE-AdvertisementonCustomer’sOnlinePurchaseIntentioninSaudi Arabia

Mohammed, Najib (2022) EffectivenessofE-AdvertisementonCustomer’sOnlinePurchaseIntentioninSaudi Arabia. Masters thesis, Universitas Andalas.

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Abstract

Abstract With the end goal to make customers happy, it is of incredible significance for the organizationstocomprehendonlinecustomers’purchasingconductandexplorethefactors that influence the customer’s online purchase intention. The fundamental purpose behind whyonlinepurchaseintentionisofsuchsignificanceforfirmsisonthegroundsthatitisa solid indicator of real online purchase. Therefore, it is important to conduct research on online purchase intention to gain a richer comprehension about internet business and customers'onlinepurchaseintention.However,inspiteofthefactthatthedevelopmentis hugeininternetshoppinginSaudiArabia,logicalcomprehensionofthecustomers’online purchase intention in Saudi Arabia is inadequate. Thus, it is essential for e-retailers to comprehend the elements that may impact the choice of the customers in shopping on the web. This study tries to fill this current research gap by observationally discovering what factorsareessentialforthemthatinfluenceinpurchasingonthewebinthesettingofSaudi Arabia.Thetargetedsampleforthisstudyisthecustomers’whopreferonlinepurchasein SaudiArabia.Theresearchdistributedthequestionnairethroughonlineandobtainedatotal of106responseswhichwerefoundvalidforfurtheranalysis.Thisstudyemployedmultiple regression for data analysis and hypotheses testing. The results indicate that attitude towards design, information quality, influence of social networking, and perceived risk significantly influence online purchase intention among Saudi Arabian online consumers. Finally, the implications are discussed and future recommendations are proposed. Keywords:Effectiveness,E-advertisement,Customer,PurchaseIntention, Saudi Arabia

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