The Impact of advertising trust and perceived value on online sales performance.

Abstract

This study examines the impact of advertising trust and perceived value on online sales performance, with a particular focus on users of the Yassir application in the city of Sétif. The research aims to analyze how consumers’ trust in online advertisements and their perceived value of services influence purchase behavior, purchase intention, and customer satisfaction and loyalty. To achieve the objectives of the study, the descriptive analytical method was adopted. A questionnaire was designed as the main tool for data collection and distributed electronically to a convenience sample of 101 Yassir application users. The collected data were analyzed using the Statistical Package for Social Sciences (SPSS V.26), relying on several statistical methods, including frequencies, percentages, arithmetic means, standard deviations, Cronbach’s Alpha, regression analysis, Independent Sample T-test, and One-Way ANOVA. The study focused on three main variables: advertising trust represented by perceived credibility, advertising engagement, and advertising transparency; perceived value represented by monetary value, functional value, and overall value evaluation; and online sales performance represented by purchase behavior, purchase intention, and customer satisfaction and loyalty. The findings revealed that respondents generally showed high levels of agreement regarding the dimensions of advertising trust and perceived value. The results also indicated that advertising trust and perceived value have a statistically significant positive effect on online sales performance. In addition, the study highlighted the important role of credibility, transparency, and perceived benefits in enhancing consumer purchasing decisions and strengthening customer loyalty in digital environments. The study concludes that organizations operating in e-commerce and digital service sectors should focus on building trustworthy advertisements and delivering superior value to consumers in order to improve online sales performance and achieve sustainable competitive advantage.