THE EFFECT OF INTERNET ADVERTISEMENTS ON THE PURCHASING DECISION OF THE TODAY CONSUMERS

Authors : İbrahim DURMUŞ

Pages : 231-252

View : 33 | Download : 11

Publication Date : 2019-09-30

Article Type : Research Paper

Abstract :In today’s information age, consumers spend most of their time on the internet. Consumers expanded their online shopping volumes and increased their demand for ready-to-wear products. In this respect, the students who are studying at the university in practice; attitudes towards internet advertisements insert ignore into journalissuearticles values(GAI);, information sharing insert ignore into journalissuearticles values(CIS);, motivations insert ignore into journalissuearticles values(CM);, information production insert ignore into journalissuearticles values(CIP); and purchasing decisions insert ignore into journalissuearticles values(CPD); were examined. In the previous studies, these variables were generally applied to different fields under different headings. In the study, these variables were examined as a whole. The results of the study; It is concluded that there is a negative and significant relationship between consumers’ attitudes towards internet advertisements and information sharing, and between information sharing and purchasing decisions. The results showed that there is a positive and meaningful relationship between the attitudes and motivations of consumers towards internet advertisements, and their motivations and purchasing decisions. Also, it was concluded that there was a negative and significant relationship between consumer attitudes towards advertising and information production, and between information production and purchasing decisions. With these results, it is aimed to gain new perspectives to the literature.
Keywords : Attitude towards advertising, information sharing, motivation, knowledge production

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