Determinants of Consumer's Attitudes to Electronic Marketing in Jordan

Article excerpt

E-marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the internet. When implemented correctly, the return of investment from e-marketing can far exceed that of traditional marketing strategies. This study aimed at identifying the determinants of consumer's attitudes to electronic marketing in Jordan. A convenient sample of (400) consumers was selected from the telecommunication companies operating in Jordan. Results of the study revealed that there are a number of determinants related to consumer attitudes (perceived usefulness, information on e-marketing, perceived convenience, perceived enjoyment, privacy and security and website quality) to e-marketing. The study ended by offering a number of recommendations for the filed of study. From of which, telecommunication companies should provide an incentive program to attract consumers through the internet. The companies should provide a competent and trained personal to work and to fulfill the needs and wants of consumers rapidly and to respond electronically to consumer enquiries.

Introduction

Technology in general and Information Technology (IT) in particular, have touched every aspect of people's life at home, school and the work place. While IT has provided both companies and consumers with useful means to handle their decision making problems, among other things, efficiently internet can be easily accessed by users in order to obtain information about anything they want including various products of vendors. Thus, information affects people's purchasing decisions. In the mean time, companies collect information about consumers and their purchasing patterns and habits in order to articulate better strategies accompanied by better decisions (Lin& Hong, 2008). The internet benefits do not stop here, rather companies use the internet for many purposes such as to improve their products and services to consumers. Matter of fact, companies can establish a wide variety of businesses online. This type of business is called e-commerce and the marketing online is called e-marketing.

Electronic-based activities such as perceived usefulness, information on e-marketing, perceived convenience, perceived enjoyment, privacy and security, and website quality must be integrated with the overall marketing strategy in order to support the corporate objectives of the e-marketing (Reddly et al., 2000). It is known about marketers that they rely on manipulating the various principles of marketing; for instance, choosing products and services to market along with brands to use, while ignoring the products, services and brands which do not serve their profitable purpose (Richarme, 2004). With regard to consumer's behavior on the internet, it can be noticed that consumers focus on product purchasing and information gathering (Joon Moon, 2004) and search for online services such as: e-marketing, online banking, investing and e-payment (Lain & Lin, 2007). There are many factors that determine (influence) consumer purchasing decision making whether online or otherwise. Consequently, consumer decision making in e-marketing is influenced by societal factors in particular (Joon Moon, 2004), Personal and impersonal information (Senecal & Nantel, 2004).

Literature Review

Several studies have discussed e-marketing and the determinants of consumer attitudes towards it. Kim et al. (2003) identified the attitude toward e-marketing as an individual characteristic that may play a role in developing perceptions of a specific website. Yoon (2007) examined attitudes toward the web in terms of cultural differences and consumer's web behavior. Morimoto & Chang (2006) sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. Shergill & Chen (2005) focused on factors, which online New Zealand buyers keep in mind while e-marketing. …

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