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الرئيسية > The Moderating Role of Gender...>الوصف

The Moderating Role of Gender between Perceived Value of Foreign Products and Customer Switching Behaviour: A Case of an Egyptian TV Drama

المصدر: مجلة الدراسات التجارية المعاصرة
الناشر: جامعة كفر الشيخ - كلية التجارة
المؤلف الرئيسي: Abdelkader, Ali Ahmed (Author)
مؤلفين آخرين: Mohamed, Hossam El Din Fathy (Co-Author)
المجلد/العدد: ع9
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2020
الشهر: يناير
الصفحات: 1 - 24
DOI: 10.21608/csj.2020.136026
ISSN: 2356-9255
رقم MD: 1082499
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: EcoLink
مواضيع:
عرض القيمة | جودة الخدمة | الدراما التلفزيونية | الدراما المصرية
كلمات المؤلف المفتاحية:
Perceived Value | Perceived Service Quality | Perceived Risk | Relationship Quality | Customer Switching Behavior | Foreign Products | TV Drama
رابط المحتوى:
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المستخلص: The growing popularity of foreign drama has led Egyptian viewer's to switch to foreign drama, which has affected the rates of viewing local drama. This study is based on the qualitative and quantitative inputs, which were used in the research; this method is known as triangulation or trigonometric. The analytical study used (33 articles) from the press in order to obtain data through an analytical form whose category included all the questions of the analytical study. A quantitative survey conducted among 450 viewers of drama in Egypt. The responses were tabulated on a fivepoint Likert scale. Data analysis used SPSS and Smart PLS statistical software packages. The study findings revealed that, overall, Indian and Turkish dramas have an impact on Egyptian drama; there are many factors which affect the determinants of perceived value of foreign drama, which have somewhat negatively affected the switching behavior of the viewers from Egyptian drama. There is a relationship between determinants of perceived value, and Viewer switching behavior. Finally, gender as a modified variable affects the switching behavior of the viewers. This study has improved our understanding of the factors affecting viewers 'attractiveness to foreign drama. The study presents important implications for both theory and practice.
ISSN: 2356-9255

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