تأثير التسويق الرقمي للعلامة التجارية المحلية للأزياء من خلال مواقع الويب على السلوك الشرائي للمستهلك السعودي
(دراسة وصفية تحليلية)
الكلمات المفتاحية:
التسويق الرقمي من خلال مواقع الويب، العلامة التجارية المحلية للأزياء، السلوك الشرائي، المستهلك السعودي
الملخص
هدف البحث إلى دراسة تأثير التسويق الرقمي للعلامة التجارية المحلية للأزياء من خلال (مواقع الويب) على النية الشرائية للمستهلك السعودي. واتبع البحث المنهج الوصفي الكمي التحليلي، واستخدم الاستبيان كأداة لجمع البيانات. وشملت عينة البحث (507) مستهلك سعودي من منطقتي مكة المكرمة والرياض. وتوصل البحث الى عدة استنتاجات من أهمها ووجود علاقة ارتباطية موجبة (طردية) دالة إحصائيا عند مستوى دلالة (0.01) بين التسويق الرقمي للعلامة التجارية المحلية للأزياء من خلال (مواقع الويب) ونية شراء المستهلك السعودي. وأن المواقع الإلكترونية التي تدعم مبادرات التحول الرقمي المتوافقة مع رؤية السعودية 2030 تكتسب ثقة أكبر وتفاعلًا أكبر من المستهلكين السعوديين. وأن الواجهات سهلة الاستخدام والتصميمات الجذابة بصريًا والتنقل البديهي على مواقع الويب تعزز بشكل كبير نية المستهلكين السعوديين لشراء العلامات التجارية المحلية للأزياء. وأوصت الدراسة بتحسين تصميم الموقع الإلكتروني وسهولة استخدامه وإعطاء الأولوية للواجهات سهلة الاستخدام، والتنقل البديهي، والاستجابة للجوّال لضمان تجربة تصفح مثالية واستخدام تخطيطات جمالية ومرئيات جذابة لجذب الزوار والاحتفاظ بهم.
المراجع
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18. JÄRVINEN, KANNISTO, AND KARJALUOTO (2012). "Digital Marketing: A Definition." Marketing Theory, Volume 12, Issue 1, Pages 103-107.
19. John, S. Franklin and Senith, S. (2013). Factor Branding in Selection of Higher Education Institutions in India. Journal of Business and Management, 9(5), March-April, 45-50.
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21. Kaushik, R., & Prativindhya, M. (2019). Influence of digital marketing on consumer buying behaviour for electronic products: An empirical study of Indian urban consumers. International Journal of Advanced Science and Technology, 28(16), 234-245.
22. Kaushik, R., & Prativindhya, M. (2019). Influence of digital marketing on consumer buying behaviour for electronic products: An empirical study of Indian urban consumers. International Journal of Advanced Science and Technology, 28(16), 234-245.
23. Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
24. Liu, W., Yan, X., Li, X., & Wei, W. (2020). The impacts of market size and data-driven marketing on the sales mode selection in an Internet platform based supply chain. Transportation Research Part E: Logistics and Transportation Review, 136, 101914. https://doi.org/10.1016/j.tre.2020.101914
25. Lorette, K. (2017, November 21). The Effect of Email Marketing on Consumer Behaviour. Small Business - Chron.com. https://smallbusiness.chron.com/pros-cons-email-marketing-1448.html
26. Monnappa, A. (2023, November 7). The history and evolution of Digital Marketing. Simplilearn.com. https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article
27. Mustafi, M. A. A., & Hosain, M. S. (2020). The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value. Journal of Contemporary Marketing Science, 3(3), 385-410.
28. Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2020). Digital Fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32–46. https://doi.org/10.1080/20932685.2020.1835522
29. OLANREWAJU ISIAKA ANAFI (2021). “Impact of electronic marketing strategies on consumer buying behaviour among Kwara State Polytechnic students, Ilorin,” Department of Business Administration Kwara State University, Malete.
30. OMARLI, S., (2016). Elektronik pazarlamanın tüketicilerin satın alma davranışları üzerine etkisi, Türkiye ve Azerbaycan’da üniversite öğrencileri üzerine bir uygulama, (Yüksek Lisans Tezi), Gazi Üniversitesi, Ankara.
31. Ramón, N. D., Fransi, E. C., & Mariné-Roig, E. (2017). Deployment of restaurants websites’ marketing features: the case of Spanish Michelin-Starred Restaurants. International Journal of Hospitality & Tourism Administration, 20(3), 249–280. https://doi.org/10.1080/15256480.2017.1383961
32. Saleem, M., Khan, S. A., & Magd, H. (2022). Content Marketing framework for building brand image: A case study of Sohar International School, Oman. In Building a brand image through electronic customer relationship management (pp. 64-83). IGI Global.
33. Salim, B. T., & Issa, M. K. (2024). The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City. ENTERPRENEURSHIP JOURNAL FOR FINANCE AND BUSINESS, 5(1).
34. Scott, K. (2021). You won’t believe what’s in this paper! Clickbait, relevance and the curiosity gap. Journal of Pragmatics, 175, 53–66. https://doi.org/10.1016/j.pragma.2020.12.023
35. Sharma, H. (2023). The Importance of Website Usability in Digital Marketing: A Review. London Journal of Research In Computer Science and Technology, 23(3), 25-32.
36. SMITH (2011). "Digital Marketing: A Definition." Marketing Intelligence & Planning, Volume 29, Issue 5, Pages 488-497.
37. SMITH AND TAYLOR (2004). "E-marketing: A Definition." Journal of Marketing Management, Volume 20, Issue 3-4, Pages 619-634.
38. Soewartini, Sudarmo, Sucherly, Effendi, and Nury, Kaltum, Umi (2017). Brand Equity and Competitive Advantage Based Market Strategy and Marketing Mix Strategy to Improve Marketing Performance in the Bottled Water Business. South East Asia Journal of Contemporary Business, Economics and Law, 12(2), April, 38-47.
39. STEWART AND ZHAO (2000). "The Impact of the Internet on Traditional Marketing Channels." Journal of Marketing Management, Volume 16, Issue 3, Pages 288- 301.
40. STOKES, R., 2013. eMarketing: the essential guide to marketing in a digital world (5th edition). Quirk Education Ltd.
41. STRAUSS AND FROST (2012). "E-marketing: An Introduction." Marketing Management, Volume 21, Issue 3, Pages 28-35.
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43. TAHERDOOST, H., & JALALIYOON, N. (2014). "Digital marketing: A review and agenda for future research." Marketing Intelligence & Planning, Volume 32, Issue 2, Pages 180-208
44. Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers?. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74-74.
45. Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers?. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74-74
46. WRIGHT, J. (2006). Blog marketing, McGraw-Hill, Boston
47. YASMIN, S., TASNEEM, S., & FATEMA, K. (2015). Mobile Marketing: A Literature Review. Journal of Marketing and Communication, Volume 11, Issue 1, Pages 70-77.
2. عزام، زكريا،. وحسونة، عبد الباسط.، الشيخ، مصطفى. (2008). مبادئ التسويق الحديث بين النظرية والتطبيق، دار المسيرة للنشر والتوزيع، ط1، عمان، ، ص130-129.
3. عبد الحميد، أسعد ، ط., طلعت, عبد المعطي, & محمد فؤاد غراب. (2021). أثر خبرة التسوق الإلكتروني على النية الشرائية للمستهلك عبر مواقع التسوق الإلكترونية: جودة موقع التسوق الإلكتروني متغير وسيط. المجلة المصرية للدراسات التجارية, 45(4), 60-104
4. AKAR and KAYAHAN (2007). "The effects of digital marketing on customer loyalty: An empirical study." Journal of Marketing Management, Volume 23, Issue 1- 2, Pages 43-44.
5. Alwan, M., & Alshurideh, M. (2022). The effect of digital marketing on purchase intention: Moderating effect of brand equity. International Journal of Data and Network Science, 6(3), 837–848. https://doi.org/10.5267/j.ijdns.2022.2.012
6. ASSIA ENEHASSE (2020). “The impact of digital media marketing on consumer behavior intention: the moderating role of brand trust,” (Master Dissertation), Department of Business Administration, Istanbul Commerce University.
7. BAKSHI, A., & GUPTA, D. (2013). Online Advertising in Management Information Systems, New Delhi: PHI Learning.
8. BOUGHTON, J., (2005), "Search Engine Marketing: An Overview", in J. Boughton (ed.), Search Engine Marketing: An Hour a Day, Indianapolis, IN: Wiley Publishing, Inc.
9. BULUNMAZ (2016). "Importance of digital marketing in the service sector: A case study on hotels." Journal of Tourism and Hospitality Management, Volume 4, Issue 3, Pages 350-359.
10. CHAFFEY, D., & SMITH, P. R. (2013). E-marketing excellence (4th ed.) CHAFFEY, D., SMITH, P. R., & SMITH, P. R. (2013). eMarketing excellence:
11. Choudhury, Koushiki (2013) “Service quality and customers’purchase intentions: an empirical study of the Indian banking sector”, International Journal of Bank Marketing, Vol. 31, No. 7, Pp. 529-543.
12. Choudhury, Koushiki (2013) “Service quality and customers’purchase intentions: an empirical study of the Indian banking sector”, International Journal of Bank Marketing, Vol. 31, No. 7, Pp. 529-543.
13. ÇIZMECI AND ERCAN (2015). "Digital Marketing Strategies: An Empirical Study on How Companies Cope with Digital Technologies." International Journal of Marketing Studies, Volume 7, Issue 2, Pages 153-162.
14. Dankwa, Dan D. and G., Joseph (2016). Measuring Customer-Based Brand Equity in Ghanaian Tertiary Education: A Study of Selected Private Universities", International Journal of Economics, Commerce and Management, IV(12), September, 317-329.
15. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
16. EKERUKE UNENABASI GODWIN (2019) .“An empirical analysis on effect of digital marketing on consumer buying behaviour,” (Master Dissertation), Department of Business Administration, Ahmadu Bello University, Nigeria.
17. Hoyer, W. D., Kroschke, M., Schmitt, B. H., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
18. JÄRVINEN, KANNISTO, AND KARJALUOTO (2012). "Digital Marketing: A Definition." Marketing Theory, Volume 12, Issue 1, Pages 103-107.
19. John, S. Franklin and Senith, S. (2013). Factor Branding in Selection of Higher Education Institutions in India. Journal of Business and Management, 9(5), March-April, 45-50.
20. Kannan, P., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
21. Kaushik, R., & Prativindhya, M. (2019). Influence of digital marketing on consumer buying behaviour for electronic products: An empirical study of Indian urban consumers. International Journal of Advanced Science and Technology, 28(16), 234-245.
22. Kaushik, R., & Prativindhya, M. (2019). Influence of digital marketing on consumer buying behaviour for electronic products: An empirical study of Indian urban consumers. International Journal of Advanced Science and Technology, 28(16), 234-245.
23. Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
24. Liu, W., Yan, X., Li, X., & Wei, W. (2020). The impacts of market size and data-driven marketing on the sales mode selection in an Internet platform based supply chain. Transportation Research Part E: Logistics and Transportation Review, 136, 101914. https://doi.org/10.1016/j.tre.2020.101914
25. Lorette, K. (2017, November 21). The Effect of Email Marketing on Consumer Behaviour. Small Business - Chron.com. https://smallbusiness.chron.com/pros-cons-email-marketing-1448.html
26. Monnappa, A. (2023, November 7). The history and evolution of Digital Marketing. Simplilearn.com. https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article
27. Mustafi, M. A. A., & Hosain, M. S. (2020). The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value. Journal of Contemporary Marketing Science, 3(3), 385-410.
28. Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2020). Digital Fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32–46. https://doi.org/10.1080/20932685.2020.1835522
29. OLANREWAJU ISIAKA ANAFI (2021). “Impact of electronic marketing strategies on consumer buying behaviour among Kwara State Polytechnic students, Ilorin,” Department of Business Administration Kwara State University, Malete.
30. OMARLI, S., (2016). Elektronik pazarlamanın tüketicilerin satın alma davranışları üzerine etkisi, Türkiye ve Azerbaycan’da üniversite öğrencileri üzerine bir uygulama, (Yüksek Lisans Tezi), Gazi Üniversitesi, Ankara.
31. Ramón, N. D., Fransi, E. C., & Mariné-Roig, E. (2017). Deployment of restaurants websites’ marketing features: the case of Spanish Michelin-Starred Restaurants. International Journal of Hospitality & Tourism Administration, 20(3), 249–280. https://doi.org/10.1080/15256480.2017.1383961
32. Saleem, M., Khan, S. A., & Magd, H. (2022). Content Marketing framework for building brand image: A case study of Sohar International School, Oman. In Building a brand image through electronic customer relationship management (pp. 64-83). IGI Global.
33. Salim, B. T., & Issa, M. K. (2024). The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City. ENTERPRENEURSHIP JOURNAL FOR FINANCE AND BUSINESS, 5(1).
34. Scott, K. (2021). You won’t believe what’s in this paper! Clickbait, relevance and the curiosity gap. Journal of Pragmatics, 175, 53–66. https://doi.org/10.1016/j.pragma.2020.12.023
35. Sharma, H. (2023). The Importance of Website Usability in Digital Marketing: A Review. London Journal of Research In Computer Science and Technology, 23(3), 25-32.
36. SMITH (2011). "Digital Marketing: A Definition." Marketing Intelligence & Planning, Volume 29, Issue 5, Pages 488-497.
37. SMITH AND TAYLOR (2004). "E-marketing: A Definition." Journal of Marketing Management, Volume 20, Issue 3-4, Pages 619-634.
38. Soewartini, Sudarmo, Sucherly, Effendi, and Nury, Kaltum, Umi (2017). Brand Equity and Competitive Advantage Based Market Strategy and Marketing Mix Strategy to Improve Marketing Performance in the Bottled Water Business. South East Asia Journal of Contemporary Business, Economics and Law, 12(2), April, 38-47.
39. STEWART AND ZHAO (2000). "The Impact of the Internet on Traditional Marketing Channels." Journal of Marketing Management, Volume 16, Issue 3, Pages 288- 301.
40. STOKES, R., 2013. eMarketing: the essential guide to marketing in a digital world (5th edition). Quirk Education Ltd.
41. STRAUSS AND FROST (2012). "E-marketing: An Introduction." Marketing Management, Volume 21, Issue 3, Pages 28-35.
42. STRAUSS, J., & FROST, R. (2012). E-Marketing (7th edition). Prentice Hall WALTERS C. GLENN (1974). Consumer Behavior: Theory and Practice. Rev. ed.
43. TAHERDOOST, H., & JALALIYOON, N. (2014). "Digital marketing: A review and agenda for future research." Marketing Intelligence & Planning, Volume 32, Issue 2, Pages 180-208
44. Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers?. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74-74.
45. Wiranata, A. T., & Hananto, A. (2020). Do website quality, fashion consciousness, and sales promotion increase impulse buying behavior of e-commerce buyers?. Indonesian Journal of Business and Entrepreneurship (IJBE), 6(1), 74-74
46. WRIGHT, J. (2006). Blog marketing, McGraw-Hill, Boston
47. YASMIN, S., TASNEEM, S., & FATEMA, K. (2015). Mobile Marketing: A Literature Review. Journal of Marketing and Communication, Volume 11, Issue 1, Pages 70-77.
منشور
2025-01-18
كيفية الاقتباس
إحسان عايض الأحمري, & د. تغريد صالح ابالخيل. (2025). تأثير التسويق الرقمي للعلامة التجارية المحلية للأزياء من خلال مواقع الويب على السلوك الشرائي للمستهلك السعودي: (دراسة وصفية تحليلية). Journal of Arts, Literature, Humanities and Social Sciences, (116), 226-250. https://doi.org/10.33193/JALHSS.116.2025.1321
إصدار
القسم
المقالات
الحقوق الفكرية (c) 2025 إحسان عايض الأحمري , د. تغريد صالح ابالخيل
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