Business strategy Essay
It is projected that these numbers will coconut to Increase as more people are connected spend more time online and additional devices (such as mobile phones and televisions) are able to provide Internet connectivity. The Increasing numbers of Internet users encourages companies to develop marketing tactics that increase purchasing and spending among users of the Internet. As online advertisement Is the key to online marketing, this study seek to identify and explore the factors that impact online advertisement on consumers Intension to purchase especially In a developing entry context.
Conceptual Model and Hypotheses Consumer characteristics The consumer purchases are influenced strongly by his personal, cultural, social and psychological characteristics. Gender received a lot of attention In the marketing environment. Genders had been always linked to consumer behavior and inclinations towards products / services, and to different needs and represent an Important factor in online advertisement environment.
As well, age of Internet users was found to be Influential factors on user’s acceptance of online advertising. Incomes also have en identified as key factors that control the rate of expenditure on Internet. A weak Internet skill makes It difficult for the user searching for Information on the Internet and affects the diversity of activities
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The first hypothesis is: HI There Is no statistically significant Impact of consumer characteristics (gender, age on online advertisement that affect purchasing intention. Advertisement characteristics Advertisement differ In their characteristics such as size. Format. Content, design and 1 OFF considered important to the marketers to ensure that their advertisements have affected their target audience. Many researchers have investigated the role of these characteristics on online advertisement effectiveness, visibility and purchasing intention.
Another important characteristic of advertisement is quality. The quality of advertising is of great importance. The second hypothesis is: H2O: There is no statistically significant impact of advertisement characteristics Advertisement size, Design features, Content, and Place of advertising on the page and frequency with which the add is displayed) on online advertisement that affects purchasing intention. Website Characteristics The website in which advertisement is displayed is another important factor.
In fact, advertising should be placed in a relevant website to make the proper impact on consumers. Moreover, websites represent important source for companies for gaining more customers as it increases the publics awareness of the company and its products. The website quality affects consumers’ intention to purchase online. The website design represents the foundation from which elements can be identified and richness of advertisement.
Website reputations have also great impact on how we receive the advertisement , observed that there are positive and significant effects perceived reputation satisfaction for a website on consumer trust. The reputation of the well-know established website have a greater positive effect than non- established websites. The third hypothesis is: HE: There is no statistically significant impact of website characteristics which is Site petition on online advertisement that affect purchasing intention.
Attitude Attitude has been defined as fashion in which we respond. Consumers’ choice to view any form of Web advertising is dependent upon their beliefs in and attitudes towards the ad. In fact, the attitude towards the website represents a useful effectiveness significantly affect web advertisement effectiveness. Finally, loyalty of consumer to any product plays another key role leading consumer attitude to purchase any products/services . An fact, loyalty can be of critical importance to a business that sells online.