The Impact of E-marketing on Consumer Purchase Decision in Jordan

NOUR MARWAN QTAISHAT

Al Balqa ’Applied University, Faculty Salt College, Salt,

JORDAN

Abstract: - This study explored the effect of e-marketing on consumer purchase decision in Jordan. The

population includes all the accessories E-marketing companies that are located in Jordan. The sample consist of

(100) individuals who work as mangers. The researcher used a questionnaire that sheds a light on e-marketing.

The targeted variables are: (website, social media). It was found that the severity of the impact of E-marketing

on consumer purchase decision in Jordan is high. It was found that website and social media have a high impact

on consumer purchase decision in Jordan. It was found that there is a significant difference between the

managers’ attitudes which can be attributed to the company age regarding for the favor of the companies which

has been established since more than 10 years. The researcher recommends assisting local companies in

developing their electronic marketing methods. That shall foster the development of commercial companies,

especially small and medium companies.

Key-Words: - E-Marketing, Purchase Decision, Consumer

Received: August 5, 2021. Revised: December 27, 2021. Accepted: January 9, 2022. Published: January 10, 2022.

1 Introduction

E-commerce became a significant concept in the

field of marketing. That is attributed to the

prevalence of the use of technology in society.

During the last couple of years, companies have

been significantly using social media to advertise

their products and services. That is because social

media platforms serve as means that allow users to

communicate with each other and acquire

knowledge about trademarks. It’s because social

media serve as communication channels that allow

users to access texts, photos, audio files, and videos.

It’s because social media is a tool that’s used by

advertisers to attract consumers [1]

There are many reasons behind carrying out

business operations in an electronica manner. E-

Commerce can increase the growth rate in the field

of trade. It can improve the competitiveness of

companies. It can improve the performance

efficiency and effectiveness in doing business

operations. Customers and suppliers can benefit

much from e-commerce. That’s because e-

commerce allows companies to access new markets

and have more interaction with customers. It’s

because e-commerce reduces costs [14]

The number of the ones who have access to the

web has been increasing worldwide. Due to such

increase, the interaction between companies and

consumers has been increasing. Due to such

increase, the way of conducting business

transactions became easier, simpler, and cheaper.

Due to such increase, the use of online shops

became easier, simpler, and cheaper. The use of the

web changed the shopping behaviours of

consumers. It changed the shopping behaviours of

consumers. It changed the personal relationships of

consumers. It has many merits that the conventional

communication channels don’t have [3]

Marketing is a major function in companies. The

marketing system aims at improving communication

and providing consumers with value. The marketing

operations must provide much attention to the

customer relationships which are significant for the

owners of the organizations and stakeholders.

Stakeholders include: employees, customers and

etc..(Husain, 2020).

The change that occurred to the marketing

operations is represented in the use of technology.

Thus, the way of carrying out marketing operations

changes. Online retail aims at providing buyers with

more flexibility in carrying out the purchasing

operations. For instance, it allows buyers to

purchase the product at any time and from any place

[12]

E-commerce is a major development. It

significantly supports the global economic system.

It’s regulated by many laws, and legislations. For

instance, today, business transactions are carried out

online instead of carrying them out face to face.

That applies to the business transactions that are

carried out between companies and the business

transactions that are carried out between companies

and consumers [11]

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E-commerce refers to the use of internet to carry

out buying and selling operations. The funds in e-

commerce can be paid via online means or face-to-

face. E-commerce may be defined as the use of the

web for carrying out business operations, such as:

buying and selling (Faqih, 2013).

The e-commerce applications are used for

carrying out various functions and duties. They

include: electronic communication means,

electronic payment systems, provision of support to

customers, selling and buying products online,

research and development and exchanging

information. E-commerce may be defined as the

process of carrying business activities via the web

[3]

The purchasing decision refers to an operation in

which various elements interact with each other.

Those elements include: cognitive, physical and

emotional elements. People make purchasing

decisions in order to meet their needs. The

purchasing decision is carried out through following

a set of steps and going through several phases [5]

It’s logical to presume that online buyers have

the ability to change the consumers’ decisions

through providing them with several merits. Such

merits include: offering consumers pieces of advice,

services, information, emotions and products. If the

online consumers have positive experiences in using

a specific website, those consumers shall be keen on

using it frequency [7]

During the modern age, the significance of

digital marketing in Jordan increased. To increase

the sales of products & services, marketers today

carry out e-marketing operations. In addition, the

development of digital marketing channels changed

the way of advertising brands and products [15]

2 Statement of the Problem

Marketing is very significant [16]. However, there

must be plans set in this regard (Mohammadnour,

2021) E-marketing today plays a significant role in

achieving success in companies and marketing

products. It targets all the categories of societies due

to the prevalence of technologies. E-marketing

operations are carried out through social media and

e-applications.

Social media platforms are the platforms

prevalent and used the most by young people. Thus,

they serve as platforms for advertising products and

services. They can be used for changing the

consumers’ purchasing decisions (Al-Nsoor et al.,

2016).

It’s necessary to identify thee-marketing

methods’ impact on the consumers’ purchasing

decisions. Thus, the present study explored the

impact of the e-marketing methods on the

consumers’ purchasing decisions.

3 The Study’s Objectives and

Questions

This study explored the effect of the e-marketing on

consumer purchase decision in Jordan. The

questions of this article are listed below:

Q.1: What is the severity of the effect of e-

marketing on the consumers’ purchasing decision in

Jordan?

Q.2: Is there any statistically significant

difference between the respondents’’ attitudes

which can be attributed to (nationality, or company

age)?

4 The Study’s Significance

The significance of the study arises from the

significance of e-marketing for companies during

this age. It arises from the significance of using

technology. The results shall enable companies to

use e-marketing platforms to improve and develop

their e-marketing operations.

5 Definition of Terms

The study’s terms are defined below:

E-marketing: It refers to the electronic business

operations that are carried out between companies

and consumers through using electronic means [3]

Consumers’ purchasing decision: It refers to a set of

stages that the consumer goes through in order to

resolve a problem that is related to his needs [4].

6 The Study’s Limitations

This article targets a sample of Accessories E-

marketing companies in Jordan. It was carried out

during the year 2021.

7 Review of Literature

AL-Azzam & Al-Mizeed [15] analyzed the impact

of digital marketing on purchasing decisions. They

assessed various digital marketing platforms in

Jordan that can affect the purchasing decisions of

consumers. They identified the product categories

purchased by customers on digital media platforms.

Furthermore, 300 questionnaire forms were passed

to the members of the sample. 200 forms were

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retrieved. The researchers found that digital

marketing methods affect the purchasing decisions

of consumers. Such methods include: social media.

Kaur et al [13] explored the impact of e-marketing

on the purchasing decisions of consumers. They

found that there is a relationship between consumer

purchasing behavior and their monthly spending.

There are many factors –e.g. family, society,

lifestyle, and social media- that may or may not

affect the purchasing behaviors of consumers. The

researchers found that thee-commerce platforms

have been playing a major role in selling products

and reducing costs.

Al-Shwaimi [9] shed a light on the impact of e-

marketing on consumer behavior and the decision to

purchase products. Aquestionnaire was used. The

forms were passed to 384 individuals from Shaqra,

Saudi Arabia. It was study found that the majority of

the individuals were browsing e-stores in order to

purchase products at appropriate prices. It was

found that the decision to purchase something is

affected by personal factors. It was found that social

media platforms are the ones used the most for

advertisement.

Salam [3] explored the factors that affect the Libyan

consumers’ decision to carry out e-shopping. The

targeted factors are represented in the following

factors: (easiness of use, perceived benefit,

perceived reliability, and efficiency in using IT). A

descriptive analytical approach was adopted for data

analysis and hypotheses testing. The population

includes all the students in Tripoli. The sample

consists from 449 students. It was found that the

targeted factors (easiness of use, perceived benefit,

perceived reliability, and efficiency in using IT)

affect the Libyan consumers’ decision to carry out

e-shopping. It was found that there isn’t any

significant difference between the respondents’

attitudes which can be attributed to gender, age or

academic year

Hussain (2020) explored the impact of social factors

and marketing mix elements on the intention of

students in Jordanian private universities to

purchase products from the automatic selling

machines. The population consists from all the

students in the Jordanian private universities in

Amman (i.e. 514 students). The descriptive

analytical approach was adopted. The researcher

found that social factors and marketing mix

elements have a significant impact on the intention

of students in Jordanian private universities to

purchase products from the automatic selling

machines. The marketing mix elements are

represented in the following ones: (product, price,

place and advertisement). The social factors include:

the word of mouth and the reviews.

Kumar & Sekhar [14] explored the impacts of

digital marketing on consumer purchasing decision.

They explored the impact of the consumers’ extent

of awareness about digital marketing and digital

channels on the purchasing decisions. A survey was

used. Chi square test was carried out. It was found

that customers are aware of digital marketing. The

researchers found that consumers prefer buying

electronic and shopping goods through the use of

digital channels. They found that customers have

much knowledge about digital marketing. The

consumers prefer buying goods through digital

channels.

Al-Debei et al. [10] explored the consumers’

attitudes towards online shopping in Jordan. They

developed a model that involve trust, perceived

benefit, perceived quality of the web, and verbal e-

marketing. They explored the impact of those

variables on the consumers’ stand on online

shopping. The forms of the survey were passed via

the web to 171 electronic shoppers. The researchers

found that trust, and perceived benefit affect the

consumers’ stand on online shopping in Jordan.

Thus, trust, and perceived benefit are significant

indicator of the latter stand. It was found that the

high level of the perceived quality of the web shall

lead to having higher levels of trust in the website

used for online shopping.

Al-Nsoor et al. (2016) explored the impact of

advertising products and services via social media

on the consumers’ purchasing intension in Jordan.

A purposive sampling method was used. A

descriptive analytical approach was used.

Frequencies, percentages, means and standard

deviants were used. Simple and multiple regression

tests were used. It was found that marketing via

social media affects the consumers’ purchasing

intensions.

Al-Adayleh [7] explored the impact of social media

on the students’ purchasing intention in Al-Qaseem

University. The analytical approach was adopted. A

survey was developed. The sample consists from

524 students. It was found that social media

dimensions (i.e. exchanging information and

product reviews) affect the students’ purchasing

intension. It was found that the consumer support

doesn’t affect the consumers’ purchasing intension.

Faqeeh [6] explored the relationship between e-

shopping by families and the families’ consumption

attitudes in the light of the information age. A

purposive sample was chosen. It consists from 400

families. An online survey was used. The

descriptive analytical approach was adopted. It was

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found that there is a positive relationship between

the dimensions of e-shopping in the light of the

information age and the families’ consumption

attitudes. It was found that there are significant

differences between the respondents’ attitudes

which can be attributed to the (academic

qualification of the spouse, the age of the spouse,

the number of the family members and the family

income). Those differences are in the following

areas: (merits and defects of e-shopping and steps of

e-shopping).

Based on the aforementioned review, e-marketing is

important. It’s used in all countries. Based on the

studies, e-marketing affect the consumer's

purchasing decisions. Contrary to the studies above,

this article explored the effect of e-marketing on the

consumer purchasing decision in Jordan.

8 Methodology

Approach

The researcher adopted a descriptive analytical

approach for meeting the goals and obtaining data.

Population

The population is represented in all the Accessories

E-marketing companies that are located in Jordan.

Sample

The sample consists from 100 Accessories E-

marketing companies that are located in Jordan.

Table 1 presents the distribution of the sample.

Table 1. The characteristics of the members of the sample (Nationality, company age)

Variable

Category

S.D

Nationality

Jordanian

3.83

0.976

Foreign

3.82

0.980

Company Age

Less than 5 year

3.80

1.003

5-10 years

3.76

0.943

More than 10 years

3.71

0.882

Based on Table 3, it appears that there are differences

between attitudes which can be attributed to

(nationality, company age). To identify whether these

differences are significant or not at the statistical

significance level of a=0.05, the multivariate analysis

of variance was conducted. The results of analysis are

shown in table 4.

Table 4. The results of the multivariate analysis of variance

Source

Sum of Squares

Mean Square

Sig. 

Nationality

0.765

765

0.437

0.144

Company Age

0.085

0.113

0.002

Error

66.345

0.600

Total

1840.549

100

Based on Table 4, it was found that there isn’t any

statistically significant difference between the

respondents’ attitudes which can be attributed to the

nationality. However, it appears that there are

differences that can be attributed to company age. To

explore the significance of the latter differences, the

researcher carried out Scheffe test as shown in Table 5.

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Table 5. The results of Scheffe method for company age

Income Category

Mean

Sig

Less than 5 year

5-10 years

-0.44473

0. 632

More than 10 years

-0.67842

0.003

5-10 years

Less than 5 year

0.43029

0.141

More than 10 years

-0.01444

0.049

More than 10 years

5-10 years

-1.12150

0. 811

Less than 5 year

0.34447

0.215

Based on the table above, it was found that there is a

statistically significant difference between the

respondents’ attitudes which can be attributed to the

company age for the favor of the ones whose age is

(more than 10 years).

Those results indicate that e-marketing is a major

mean for affecting the purchasing decision of

consumers. That applies to local and foreign

consumers. Consumer behavior is affected by the

technological developments. Thus, all companies

today must use e-marketing methods. Based on the

results, companies with an older age show better

performance in carrying out e-marketing operations.

Thus, they have more ability to affect the

consumer's purchasing decision. That may be

attributed to the increase of the experience of

employees throughout years.

10 Conclusion

It was found that website and social media have a

high impact on consumer purchase decision in

Jordan. It was found that there is a significant

difference between the managers’ attitudes which

can be attributed to the company age regarding for

the favor of the companies which has been

established since more than 10 years. The researcher

recommends assisting local companies in

developing their electronic marketing methods. That

shall foster the development of commercial

companies, especially small and medium

companies.

11 Recommendations

The researchers recommend the following:

 Assisting local companies in developing their

electronic marketing methods. That shall

foster the development of commercial

companies, especially small and medium

companies.

 Conducting more studies about the effect of

e-marketing on consumer behavior from

multiple perspectives

References:

[1] Al-Nsoor, H.; Al-Mansrah, K.; and Al-Zyadat,

M. (2016). The impact of marketing via social

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[2] Husein, M. (2020). The impact of social factors

and a mix of marketing elements on the

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thesis. Middle East University. Jordan

[3] Salam, M. (2020). The factors affecting the

Libyan consumers’ decision to shop online: A

case study targeting the students in Tripoli

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[4] Al-Khaza’leh, A. (2015). The factors affecting

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[9] Al-Shwaimi, Dima (2020) E-marketing and its

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