L'impact de la publicité sur les comportements d'achat en ligne des jeunes adultes

Thesis Abstract

In the contemporary digital economy, the proliferation of online advertising has significantly transformed consumer behavior, especially among young adults who are intensive users of digital platforms. Despite widespread acknowledgment of the influence exerted by online advertisements, there remains a need for comprehensive empirical investigation into the specific ways these marketing strategies impact purchasing decisions within this demographic. This study aims to examine the effect of online advertising on the purchasing behavior of young adults aged 18 to 30, with particular focus on identifying key advertising elements that influence buying intentions. The specific objectives include assessing the relationship between advertising exposure and purchase frequency, exploring perceived credibility of online ads, and evaluating the role of psychological factors such as trust and perceived value in mediating this relationship. The research adopts a quantitative methodological approach, utilizing a descriptive correlational research design to elucidate relationships between variables. The population comprises young adults enrolled in higher education institutions and active internet users in urban areas, totaling approximately 2,000 individuals within a metropolitan region. A stratified random sampling technique is employed to select a sample of 300 participants, ensuring representative diversity in gender, socioeconomic status, and educational background. Data collection instruments consist of a structured questionnaire developed based on established scales from the literature, including items measuring online advertising exposure, purchase behavior, perceived ad credibility, trust, and perceived value. The questionnaire's validity is confirmed through expert review and pilot testing, with reliability assessed via Cronbach's alpha, achieving scores above 0.80 for key scales. Data analysis involves descriptive statistics to profile respondents, followed by inferential statistics such as multiple regression analysis to determine the impact of advertising variables on purchase behavior. Structural equation modeling (SEM) will be employed to explore the mediating roles of trust and perceived value, providing a comprehensive understanding of the underlying mechanisms. The research draws upon the Elaboration Likelihood Model (ELM) to explain how peripheral cues in online advertising influence attitude formation and purchase decisions, and the Theory of Planned Behavior (TPB) to frame behavioral intentions. It is anticipated that the findings will demonstrate a statistically significant positive relationship between exposure to targeted online advertisements and the frequency of online purchases among young adults. The study is expected to reveal that perceived credibility and trust significantly mediate this relationship, implying that credible and trustworthy ads maximize purchase likelihood. These results will contribute to the scholarly understanding of digital marketing effectiveness in the context of youth consumer behavior, filling gaps identified in prior research that predominantly focused on offline influences or broader demographics. The study's primary contribution lies in providing evidence-based insights for digital marketers aiming to refine their advertising strategies to optimize engagement with young adult consumers. It offers practical recommendations for designing credible and trustworthy online advertisements, emphasizing the importance of perceived value and trust in shaping purchasing decisions. The conclusions underscore the need for marketers to adopt ethical advertising practices that foster transparency and authenticity to sustain consumer trust. In light of these findings, future research should explore longitudinal effects and incorporate qualitative methods to capture deeper insights into consumer motivations and perceptions. Limitations of the current study include its regional scope and reliance on self-reported data, which may introduce response bias. Nonetheless, the research advances theoretical understanding by integrating ELM and TPB frameworks within a digital advertising context and provides valuable guidance for practitioners seeking to enhance online advertising efficacy among young adults.