مجلة أداء المؤسسات الجزائرية
Volume 5, Numéro 10, Pages 109-122

دور الابتكار الإعلاني في تحفيز القرار الشّرائي لدى المستهلك دراسة استطلاعية حول تأثير إعلانات خدمة الجيل الرّابع لدى عيّنة من مستخدمي الانترنت في مدينة الأغواط

الكاتب : حجوجة سارة . قويدري محمد .

الملخص

This study aims to identify the impact of advertising innovation on the purchasing decision process, and how this innovation can change and build new buying habits. This study was conducted on a sample of web surfers from the city of Laghouat, which were exposed to fourth generation 4G ++ . To this end, a questionnaire was designed and distributed to the appropriate sample of 60 consumers. To test the hypotheses of this study, an SPSS statistical program was used. The study concluded that the fourth generation service announcements are a good way to inform about the existence of a new service but actually does not reflect the actual meaning of this technology and what it can add to their daily lives. Therefore the study recommends not to deceive by advertising for the consumption of new services without really being needed of it.

الكلمات المفتاحية

innovation, advertising innovation, buying decision, shopping habits, The fourth generation.