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Abstract

The Effect of Commercial Advertisement on the

Purchasing Behavior of the Jordanian Consumer Using
Smart Phones Services a Field Study

Prepared By: Mohammed Hajjar

Supervised by: Dr. Thaher Al Qurashi

The study aimed to reveal " The Effect of Commercial Advertisement on the
Purchasing Behavior of the Jordanian Consumer Using Smart Phones Services,"
This study is a field study, and in light of this the researcher has built a tool to
identify the court by a group of arbitrators in the management of the business
to collect the necessary data of the study, hypothesis testing was analysed using
the program Statistical Package Social Sciences SPSS, this has included a
resolution on (42) paragraphes to collect preliminary information of all users of
services smart phone in the city of Amman, and the sample consisted of (244)
respondents who use smart phones services in the city of Amman and were met
in shopping malls, markets and universities, at the other hand 310
questionnaires have been distributed and 244 questionnaires were retrieved,
after that a different statistical methods were used to test theories and to
achieve the objectives of the study, after conducting a statistical analysis, the
study found the following:
• An existence of the impact of the effectiveness of commercial advertising in
terms of: (time of advertising, advertising design and directing, the content of
the ad's message and the type of advertising method) on the purchasing
behavior for smart phone services in the city of Amman at a level of significance
(0.05).

• An existence of the impact of commercial advertising time on the buying

behavior for smart phone services in the city of Amman at a level of significance
(0.05).
‫ف‬

• There is no impact for the advertising design and directing on the buying
behavior for smart phone services in the city of Amman at a level of significance
(0.05).

• There is no impact for the content of the ad's message on purchasing behavior
for smart phone services in the city of Amman at a level of significance (0.05).

• An existence of the type of advertising method on purchasing behavior for

smart phone service users in the city of Amman at a level of significance (0.05).

The most important recommendations this study advice:

Where there is an impact of commercial advertising in the promotion of

services, it is essential for companies to intensify promotional campaigns
effectively in order to achieve desired goals.

Companies has to choose the most suitable time to broadcast or publish

advertisements, this would play an important role in the arrival of the
advertising message at the right time for the consumer.

Companies must focus on the type of advertising, since its one of the important
factors in the delivery of information correctly and attractively.

The researcher recommends making future studies to study the impact of

commercial advertising on the purchasing behavior of the smart phone services
in the rest of the governorates in the kingdom of Jordan
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• Albert, J.Betta and David, L.Loudon, (1999),"Consumer Behavior".
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‫ا‪ /*Q‬أآ‪,d c‬ا ‪69:* 9 41/‬‬
‫‪9‬ت ا=ا < ا?آ ‪@"9 6‬‬
‫‪/‬ن‪.‬‬
‫* ا‪)./0‬ت ا*‪3‬ر" ا‪. @1‬ل‬ ‫‪6‬‬
‫‪/‬ض ا‪.‬م أآ‪,d c‬ا ‪41/‬‬
‫‪9 69:* 9‬ت ا=ا < ا?آ ‪6‬‬
‫‪/ @"9‬ن‪.‬‬

‫‪ K.L0. 2‬ا‪I2J‬ن وا‪ NJ‬اج ا;)‬

‫‪W‬‬
‫‪W‬‬ ‫‪9‬ا‪K‬‬
‫‪9‬ا‪K‬‬ ‫‪"9‬‬ ‫‪9‬ا‪K‬‬ ‫ا`‪E‬ة‬ ‫ا‪C‬‬
‫‪9‬ا‪K‬‬ ‫‪8‬ة‬
‫‪8‬ة‬
‫‪ K.L0‬ا‪I2J‬ن‬
‫‪E‬م ‪M‬آت ا ‪a‬ل ا=*‬ ‫‪1‬‬
‫&*‪:‬ام اان ‪ 6‬ا‪./0‬ن ‪
/‬‬
‫‪9‬ت ا=ا < ا?آ ا ‪6‬‬
‫‪/ @"9‬ن‪.‬‬
‫ص ‪M‬آت ا ‪a‬ل ا=* ‪41/‬‬ ‫‪2‬‬
‫ا&*‪:‬ام ا‪a‬ر ‪ 6‬ا‪./0‬ن ‪
/‬‬
‫‪9‬ت ا=ا < ا?آ ا ‪6‬‬
‫‪/‬ن‪.‬‬
‫*‪M Z‬آت ا ‪a‬ل ا=*‬ ‫‪3‬‬
‫‪87‬‬

‫*ر ا&‪ 4E‬وا‪ 6)W‬ا@&‬

‫‪ @/‬ا‪./0‬ن ‪9
/‬ت ا=ا <‬
‫ا?آ ا ‪/ 6‬ن‪.‬‬
‫‪E‬م ‪M‬آت ا ‪a‬ل ا=*‬ ‫‪4‬‬
‫&*‪:‬ام ا‪a‬ر وا&م ا*آ‬
‫‪ @/‬ا‪./0‬ن ‪9
/‬ت ا=ا <‬
‫ا?آ ا ‪/ 6‬ن‪.‬‬
‫ا‪ NJ‬اج ا;)‬
‫"‪ ]a‬ا‪./0‬ن ‪9
/‬ت ا=ا <‬ ‫‪1‬‬
‫ا?آ ا ‪/ @"9 6‬ن‬
‫أ&‪1‬ب ا`!ه‪.‬‬
‫ص ‪M‬آت ا ‪a‬ل ا=* ‪41/‬‬ ‫‪2‬‬
‫ا&*‪:‬ام ا‪a:8‬ت ا`@ ‪ 6‬ا‪./0‬ن‬
‫‪9
/‬ت ا=ا < ا?آ ا‬
‫‪/ 6‬ن‪.‬‬
‫*‪M Z‬آت ا ‪a‬ل ا=*‬ ‫‪3‬‬
‫&*ل ا‪/3‬ت ا‪/Q‬ا@‪3‬م‬
‫‪ @/‬ا‪./0‬ن ‪9
/‬ت ا=ا <‬
‫ا?آ ا ‪/ 6‬ن‪.‬‬
‫‪E‬م ‪M‬آت ا ‪a‬ل ا=*‬ ‫‪4‬‬
‫&*‪:‬ام اآت ا!*و) ‪@/‬‬
‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ 6‬ن‪.‬‬
‫ص ‪M‬آت ا ‪a‬ل ا=* ‪41/‬‬ ‫‪5‬‬
‫ا&*‪:‬ام أ&‪1‬ب ا‪:‬ل وا` ‪@/‬‬
‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ 6‬ن‪.‬‬

‫‪&'O6. 3‬ى ا ‪ ,‬ا‪.I2J‬‬

‫‪W‬‬
‫‪W‬‬ ‫‪9‬ا‪K‬‬
‫‪9‬ا‪K‬‬ ‫‪"9‬‬ ‫‪9‬ا‪K‬‬ ‫ا`‪E‬ة‬ ‫ا‪C‬‬
‫‪9‬ا‪K‬‬ ‫‪8‬ة‬
‫‪8‬ة‬
‫‪E‬م ‪M‬آت ا ‪a‬ل ا=*‬ ‫‪1‬‬
‫&*‪:‬ام ا&‪1‬ب ا‪@/ 6).E‬‬
‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ @"9 6‬ن‪.‬‬
‫"* ا&*‪:‬ام ا&‪1‬ب اري‬ ‫‪2‬‬
‫ا‪ 6 M‬ا‪./0‬ن ‪9
/‬ت‬
‫ا=ا < ا?آ ا ‪@"9 6‬‬
‫‪/‬ن‪.‬‬
‫ص ‪M‬آت ا ‪a‬ل ا=* ‪41/‬‬ ‫‪3‬‬
‫و‪Q‬د ار 
‪ @/
a:M‬ا‪./0‬ن‬
‫‪9
/‬ت ا=ا < ا?آ ا‬
‫‪/ @"9 6‬ن‪.‬‬
‫*‪M Z‬آت ا ‪a‬ل ا=*‬ ‫‪4‬‬
‫&*‪:‬ام ‪9 a:M‬و ‪@/‬‬
‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫‪88‬‬

‫ا ‪/ @"9 6‬ن‪.‬‬

‫" ا‪./0‬ن ا*‪3‬ري ‪9
/‬ت‬ ‫‪5‬‬
‫ا=ا < ا?آ ا ‪919‬ت‬
‫آ ‪.
9:* 1‬‬
‫‪E‬م ‪M‬آت ا ‪a‬ل ا=* ‪@/‬‬ ‫‪6‬‬
‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ @"9 6‬ن "‪k‬ح‬
‫ا& ا‪.)./0‬‬
‫*ّ‪M $‬آت ا ‪a‬ل ا=* أ&‪1‬ب‬ ‫‪7‬‬
‫‪a9‬ا‪ C‬ا‪./0‬ن ا*‪3‬ري ‪@/‬‬
‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ @"9 6‬ن‪.‬‬
‫ص ‪M‬آت ا ‪a‬ل ا=* ‪41/‬‬ ‫‪8‬‬
‫ ‪ U‬ا‪91‬ت ا*‪ =" 6‬ا&‬
‫ا‪ @/ )./0‬ا‪./0‬ن ‪9
/‬ت‬
‫ا=ا < ا?آ ا ‪@"9 6‬‬
‫‪/‬ن‪.‬‬
‫"*‪ Z‬ا‪./0‬ن ا*‪3‬ري ا‪:‬ص‬ ‫‪9‬‬
‫‪9:‬ت ا=ا < ا?آ ا‬
‫ح ا`!ة‪.‬‬

‫‪&. 4‬ع ا&‪ 4.‬ا‪.I2J‬‬

‫‪W‬‬
‫‪W‬‬ ‫‪9‬ا‪K‬‬
‫‪9‬ا‪K‬‬ ‫‪"9‬‬ ‫‪9‬ا‪K‬‬ ‫ا`‪E‬ة‬ ‫ا‪C‬‬
‫‪9‬ا‪K‬‬ ‫‪8‬ة‬
‫‪8‬ة‬
‫*‪ Z‬ا‪)./0‬ت ا*‪ )"Z`1‬ا *‪9:‬‬ ‫‪1‬‬
‫‪3‬ذ*= ‪W
/‬ه ‪
9‬ا&‪ 7‬ا‪)./0‬‬
‫اى ‪ @/‬ا‪./0‬ن ‪9
/‬ت ا=ا <‬
‫ا?آ ا ‪/ 6‬ن‪.‬‬
‫*‪ Z‬ا‪)./0‬ت ا ‪ /‬ا *‪9:‬‬ ‫‪2‬‬
‫‪3‬ذ*= ‪W
/‬ه ‪
9‬ا&‪ 7‬ا‪)./0‬‬
‫اى ‪ @/‬ا‪./0‬ن ‪9
/‬ت ا=ا <‬
‫ا?آ ا ‪/ 6‬ن‪.‬‬
‫*‪ Z‬ا‪)./0‬ت ا‪E‬وءة ا *‪9:‬‬ ‫‪3‬‬
‫‪3‬ذ*= ‪W
/‬ه ‪
9‬ا&‪ 7‬ا‪)./0‬‬
‫اى ‪ @/‬ا‪./0‬ن ‪9
/‬ت ا=ا <‬
‫ا?آ ا ‪/ 6‬ن‪.‬‬
‫*‪ Z‬ا‪)./0‬ت ‪ K"
/‬ا&‪7‬‬ ‫‪4‬‬
‫ا@‪ SMS a‬ا *‪3 9:‬ذ*= ‪
/‬‬
‫‪W‬ه ‪
9‬ا&‪ 7‬ا‪ )./0‬اى ‪@/‬‬
‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ 6‬ن‪.‬‬
‫‪E‬م ‪M‬آت ا ‪a‬ل ا=* &*‪:‬ام‬ ‫‪5‬‬
‫ا‪Ea1‬ت ا‪:*& )./0‬ام أان ‪Z9‬ة‬
‫‪ @/‬ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ 6‬ن‪.‬‬
‫ص ‪M‬آت ا ‪a‬ل ا=* ‪41/‬‬ ‫‪6‬‬
‫‪89‬‬

‫و‪ $‬ا‪./0‬ن ‪@1 b`19 !8‬س ‪@/‬‬

‫ا‪./0‬ن ‪9
/‬ت ا=ا < ا?آ‬
‫ا ‪/ 6‬ن‪.‬‬
‫* ا‪)./0‬ت ا*‪3‬ر" ‪9
/‬ت‬ ‫‪7‬‬
‫ا=ا < ا?آ ا ‪ 6‬ا‪<a‬‬
‫ا‪
9 9‬أآ‪ c‬ا‪)./0‬ت ‪,d‬ا ‪41/‬‬
‫‪9 69:* 9‬ت ا=ا < ا?آ‬
‫ا ‪/ @"9 6‬ن‪.‬‬
‫* ا‪)./0‬ت ا*‪3‬ر" ‪9
/‬ت‬ ‫‪8‬‬
‫ا=ا < ا?آ ا ‪ 6‬ا‪<a‬‬
‫ا&‪
9 /‬أآ‪ c‬ا‪)./0‬ت ‪,d‬ا ‪41/‬‬
‫‪9 69:* 9‬ت ا=ا < ا?آ‬
‫ا ‪/ @"9 6‬ن‪.‬‬
‫* ا‪)./0‬ت ا*‪3‬ر" ‪9
/‬ت‬ ‫‪9‬‬
‫ا=ا < ا?آ ا ‪ 6‬ا‪.3‬ت ‪
9‬‬
‫أآ‪ c‬ا‪)./0‬ت ‪,d‬ا ‪69:* 9 41/‬‬
‫‪9‬ت ا=ا < ا?آ ا ‪@"9 6‬‬
‫‪/‬ن‪.‬‬
‫" ه ا)*)‪ b‬آ&‪./.  1‬ن ‪6‬‬ ‫‪10‬‬
‫ا*و"‪9: Y‬ت ا=ا < ا?آ ا‬
‫‪/ 6‬ن‪.‬‬

‫اء ا‪ :Q,‬ا(‪&4‬ك ا‪ T‬ا‪)S‬‬

‫‪W‬‬
‫‪W‬‬ ‫‪9‬ا‪K‬‬
‫‪9‬ا‪K‬‬ ‫‪"9‬‬ ‫‪9‬ا‪K‬‬ ‫ا`‪E‬ة‬ ‫ا‪C‬‬
‫‪9‬ا‪K‬‬ ‫‪8‬ة‬
‫‪8‬ة‬
‫"‪ ]1‬ا‪./0‬ن ا*‪3‬ري دورا ‪,G9‬ا ‪6‬‬ ‫‪1‬‬
‫ا ‪1‬ك ا‪8‬ا‪.67‬‬
‫"‪E‬م ا‪./0‬ن ا*‪3‬ري ‪"Z‬دة ‪/‬د‬ ‫‪2‬‬
‫ا‪*8‬آ
‪ 6‬ا‪9:‬ت ‪! @/‬ار‬
‫ا‪./0‬ن‪.‬‬
‫"‪ ,G‬ا‪./0‬ن ا*‪3‬ري ‪ 41/‬ا ‪1‬ك‬ ‫‪3‬‬
‫ا‪8‬ا‪9 69:*  67‬ت ا=ا <‬
‫ا?آ ‪/ @"9 6‬ن‪.‬‬
‫‪ ,G‬آ‪c‬ة ا‪)./0‬ت ا*‪3‬ر" ‪8‬آت‬ ‫‪4‬‬
‫ا ‪a‬ل ا@  ‪ 41/‬ا*ر ا *‪:‬م‬
‫@ع ‪9‬ت ا=ا < ا?آ ‪@"9 6‬‬
‫‪/‬ن‪.‬‬