Promotions as an average variable of the relationship between the elements of the electronic marketing mix and the intent of purchasing through e-shopping sites: Applied Study on the Students of Shakra University in Saudi Arabia

The objective of this study was to reach the most popular WEB sites in Saudi Arabia, as well as to identify the degree of differentiation of electronic marketing mix among students, to determine the impact of the electronic marketing mix on the intention of purchasing among the Saudi youth, The research was based on an analytical descriptive approach to describe and analyze the relationship between the independent variable represented by the components of the modern electronic marketing mix and the dependent variable of intention to purchase The research community in all the students studying at the College of Science and Arts in Sajjer during the academic year 14381439 is in the levels 1 to 8 of which (2422) are distributed by (57%) female students. (1378) students, (43%) students (1044). As for the sample of the study, the random sampling method was chosen. The sample size     was determined by (20%) of the research society. The most popular sites for female students are Nimshi.com (44%), and in the second order is a combination of sites (20%). In the third place, Souk.com was 15%. In the fourth ranking, stu
dents mentioned other sites such as WADI, EASTESSENCE, VOGAC LOSET, XCITE, OUNASS BEAUTY, 5th rank (5%), (4%). In terms of students   preferences, the first ranking for the most popular      reality    was Nemshi. com (55%), Haraj.com (14%), (9%). In the fourth ranking, the market for dot com and sites other than those mentioned by (6%), in the fifth order and brother Both Shumaya.com and Comtek.com were down 2%. It was also found that there were no significant differrences of preference for eshopping sites due to the gender of the surveyor. The difference in the components of the marketing mix between males and females was found in the allocation factor (0.005) and the value (P) (7.826), as well as the difference between the males and females. (0.005) and finally in the virtual community component at a significant level (0.000) and the value of (P) (34.721). The effect of the elements of the marketing mix on the intention of buying among Saudi students was 56%. The effect of the elements of the promotional mix on the purchase intention is increasing, with the ratio changing to 62%.