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

Yıl 2019, Sayı: 45, 231 - 252, 30.09.2019

İbrahim Durmuş

Öz

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 (GAI),

information sharing (CIS), motivations (CM), information production (CIP) and

purchasing decisions (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.

Anahtar Kelimeler

Attitude towards advertising, information sharing, motivation, knowledge production

Kaynakça

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