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Al-Qawasmi, Suha
- Factors Influencing E-marketing in Jordanian Telecommunication Companies
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Authors
Affiliations
1 The Hashemite University Department of Business Administration Zarqua, Jordan 13115
1 The Hashemite University Department of Business Administration Zarqua, Jordan 13115
Source
Journal of Management Research, Vol 12, No 1 (2012), Pagination: 21-40Abstract
This study aimed at examining the factors influencing consumer's attitudes toward electronic marketing. A convenient sample of 400 consumers was selected from four communication companies operating in Jordan. Results of the study revealed that there are statistically significant relationships between the factors influencing consumer attitudes (perceived usefulness, information on e-marketing, perceived convenience, perceived enjoyment, privacy and security) and website quality towards the e-marketing of the four Jordanian communication companies. In addition, there are no statistically significant relationships due to demographic variables (gender and educational qualification). Furthermore, there are statistically significant relationships in the affect of influencing factors on consumer attitudes toward e-marketing of the four Jordanian communication companies due to demographic variables.Keywords
Consumers’ Attitudes, E-marketing, Mobile Communication
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