Journal of Management Research

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Factors Influencing E-marketing in Jordanian Telecommunication Companies


Affiliations
1 The Hashemite University Department of Business Administration Zarqua, Jordan 13115
     

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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
User
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  • Factors Influencing E-marketing in Jordanian Telecommunication Companies

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Authors

Faisal Al-Madi
The Hashemite University Department of Business Administration Zarqua, Jordan 13115
Abdelghafour Al-Zawahreh
The Hashemite University Department of Business Administration Zarqua, Jordan 13115
Suha Al-Qawasmi
The Hashemite University Department of Business Administration Zarqua, Jordan 13115

Abstract


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

References