Investigating the factors affecting online marketing and sales on the electronic equipment market in developing countries

The study examined which factors impact online marketing and online sales of electronic products throughout Middle Eastern nations. The researchers conducted a survey that involved 408 buyers and 158 online sellers from Jordan, Saudi Arabia, the United Arab Emirates, Egypt, and Turkey. The researchers employed structural equation modeling to analyze the collected data. The research results demonstrated that customer trust represented the strongest online purchase intention predictor (β = 0.41) while perceived risk demonstrated a substantial negative impact (β = -0.24). The most essential obstacles to sellers derived from customer distrust which reached a mean severity of 4.26 and logistics expenses which reached a mean of 4.12. Social media emerged as the most effective marketing channel, with a conversion rate of 13.1%. Research identified major differences between countries because Jordan and Egypt experienced more trust-related difficulties than the UAE and Turkey.

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