Title:
E-ADVERTISING AND OFFLINE CONSUMER BEHAVIOR IN SAUDI ARABIA: NEW MEDIATING AND MODERATING VARIABLES

Authors:
Rabeb Hamdi, Saudi Arabia

Abstract:
This research will present the main point of electronic advertising in Saudi Arabia, through an exploratory study of the relationship between online advertising and the visit to the traditional store of companies. Through this research, they will appreciate new mediating and moderating variables that could have an impact on this relationship. We have assimilated the lifestyle change as mediating variable and the implication with the product as moderating variable. Taken to investigate the role of online advertising, the data were collected using an electronic survey involving 400 Internet users in Saudi Arabia. This research has used a structural equation model and multi-group analysis for examining the direct and indirect influence of variables. The results of this research demonstrate the positive effect of online advertising on the visit to the store. The lifestyle change mediates the relationship between online advertising and offline store visit. Involvement with the product moderates the effect of online advertising on the lifestyle change in Saudi Arabia. This study of the consequences of online advertising on offline consumer behavior in Saudi Arabia is an unprecedented investigation that seeks to address this very question. The implication of this research will improve e-advertising in Saudi Arabia.