Effectiveness of Session Length on the Online Advertising toward Consumer Behavior
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 6
Abstract
The Consumer buying behavior is also known as buyer decision making is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy require needs. This study has been designed to answer main question about the effect of length session on the online advertising toward consumer buying behavior, then determine the differences if existed in this relation regarding to demographics factors. By electronic questionnaires conducted for final consumers live in western region of Saudi Arabia, findings showed weak relation between length of session and both buying decision and post purchase behavior, strong relation with evaluate the alternatives, moderate relation for both need recognition and information search, as those steps represent the five steps need recognition model in consumer buying behavior. Findings showed there is impact of gender, age, and income on the relationship between session length and the stages of making a purchase decision, while there no impact of consumer’s education, and income level in these relationship.
Authors and Affiliations
Dr. Ahmed A. Y. M.
Keywords
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- EP ID EP412044
- DOI 10.9790/487X-2006075362.
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