الفهرس 
الفصل الاوليوجد فقط 14 صفحة متاحة للعرض العام
 |  | from | 211 |  |  |
| | | from | 211 | | |
المستخلص
SUMMARY
Introduction
The effect of the T.V. advertisement on purchasing behavior and its • relation to the characterestics of Saudi Arabian youth personality was tackled in this research.
Advertising activity in Saudi Arabia was characterised through the last years by using new means for transmitting advertisements; T.V with its channel one and two was the most obvious.
In general, advertisement has its effect on society as a whole and on the consumer specifical, whether this effect is negative or positiveit iams at changing consumers’ behavior to be more acceptable for the good, this can be done by increasing information and changing the consumers’ desires and preferdnces for the different kinds of goods.
T.V is characterized by flexibility, spreading and the receivers use for visual and auditory senses. It has a role in the change of different forms of social relations.
Personality is affected by T.V. advertising in different degrees, this is translated in purchasing behavior. Therefore, this researcher tried to see the effect of T.V. advertising on different kinds of personality as identified by (Iznik).
The importance of the study :
The importance of the study tries in this researcher’s attempet in identifying the T.V advertising role and its effect on the different kinds of personality in Arabian society and on purchasing behavior. Results and recommendations of the study will be used in development fields in Saudi Arabia and in the Gulf countries.
Definitions of Terms :
1-T.V. adverrtisement :
Is the use of T.V. characteristics for sending entertaimment programs and messages by an a dvertiser to an exposed multitude, using its personal traits by attracting attention, interest in a way that supports or modify the multitude’s behavior to be more acceptable for the advertising good.
2-Purchasing behavior :
The legal action of individual for getting goods or services for partial or wholy satisfaction for pychological, cultural and social needs and desires.
3-Personaity :
Is the fixed systeme for the individual’s mood, brain and body which specify his adjustment with his environment.
4-Arabian youth :
Those whose ages range from 20 to 22 years of age. They represent the sample of the study.
The study sample :
It consists of 60 students whose ages range from 20 - 22. They were divided into three groups according to kinds of personality.
1-Extrovert group : this is divided into :
male group : 10 students female grouop : 10 students
2-Neuropathy inclination group. It is divided to :
male group : 10 students female group : 10 students
3-Mental inclination group. It is divided to
male group : 10 students female group : 10 students.
The study tools :
This researcher used the following tools :
1-Preliminary collecting data form.
2-Purchasing behavior scall (prepared by the researcher).
3-Adults personality scale for (Iznik) translated by Ali Sayed Khadr and Mohamed Mahrous El-Shinay.
The study hypotheses :
On the bases of the literature and related studies, these hypotheses were reached :
1- There are no statistical significant differences in the mean scores of purchasing behavior fo the extrovert males before and after presenting to T.V. advertisements.
2-There are no statistical significant differences in the mean scores of purchasing behavior of the extrovert female before and after presenting -to T.V. advertisements.
3-There are statistical significant differences in the mean scores of purchasing behavior of the neuropathy inclination males before and after presenting to T.V. advertisments in favour of the post.
4-There are statistial significant differences in the mean scores of purchasing behavior of the neuropathy inclination females before and after presenting to T.V. advertisements in favour of the post.
5-There are statistical significant differences in the mean scores of purchasing beahvior of the mental inclination males before and after presenting to T.V. advertisements in favour of the post.
6-There are statistical significant differnces in the mean scores of purch8ing behavior of neuropathy inclination females before presenting to T.V. advertisements in favour of the post.
7-There are no statistical significant differences in the mean scores of purchasing . behabvior between extrovert males and extrovert females after presenting to T.V.a dvertisements.
8-There are no statistical significant differences in the mean scores . purchasing behavior between neuropathy inclination males and females after presenting to T.V. advertisements.
9-There are no statistical significant differences in the mean scores of purchasing behavior between mental inclination males and females after presenting to T.V. advertisement.
10-Thereare no statistical significant differences in the mean scores of purchasing behavior of extrovert males after presenting to T.V. advertisements and in following up.
11-There are no statistical significant differences in the mean scores of purchasing behavior of extrovert females after presenting to T.V. advertisements and in following up.
12-There are statistical significant differences in the mean scores of purchasing behavior of neuropathy inclination males after presenting to T.V. advertisements and in following up in favour of the group after presenting to T.V. advertisements.
13-There are statistical significant differences in the mean scores of purchasing behavior of neuropathy inclination females after presenting to T.V. advertisements and in following up in favour of the •group after presenting to T.V. advertisements.
14-There are statistical significant difference in the mean scores of purchasing behavior of mental inclination males after presenting to T.V. advertisements and in following up in favour of the post presenting to T.V. advertisements.
15-There. are statistical significant differences in the mean scores of purchasing behaviour of mental inclination females after presenting to T.V. advertisements and in following up in favour of the post presenting to T.V. advertisements.
16-There are no statistical significant differences in the mean scores of purchasing behavior between extrovert males and extrovert females . in following up.
17-There are no statistical significant differences in the mean scores of purchasing behavior of extrovert females in following up.
18-There are no statistical significant differences in the mean scores of purchasing behavior between the mental inclination males and females in following up.
The statistical methods of the study : 1- T.test. 2- (Toki) test.
3- ANOVA
The study limitations :
This study is specified with procedural definitions, sample, tools and statistical methods used in the study.
The study results :
The study hypothesis have been confirmed. Results have been discussed in the light of review of literature and related studies.
The study limitations :
This study is specified with procedural definitions, sample, tools
and statistical methods used in the study. The study results :
The study hypothesis have been confirmed. Results have been discussed in the light of review of literature and related studies.