E-Marketing Strategies and Online Consumer Buying Behavior: A Structural Equation Modeling on Jordanian Commercial Banks

This research aimed to demonstrate the effect of e-marketing strategies on online consumer buying behavior from the senior management point of view in Jordanian commercial banks. The study population included all the (13) Jordanian commercial banks. As for the study sample, which was limited to (6) banks, they were selected by the purposive sample method according to the criterion of the total number of workers in them, which exceeds (1200) employees. In addition, as one of these 6 banks did not respond to the researcher's request to distribute his study tool for reasons related to the bank?s policy and instructions, it was excluded from the study sample.The sampling unit included the top administration in Jordanian commercial banks whose number was (139) individuals working in top management in Jordanian commercial banks.A special questionnaire distributed to collect data. A descriptive analytical method through Structural Equation Modelling has been conducted. Findings confirm that e-marketing strategies (E-mail Marketing, Intranet Marketing, Internet Marketing, Mobile Marketing, and Extranet Marketing) affect the online consumer buying behavior (Functionality Factors, Psychological Factors and Contents Factors) from the senior management point of view in Jordaniancommercial banks. The research recommends that Jordanian commercial banks should continuously update the content of their websites, maintain the privacy and security of their customers, speed up the download of the information they need, and grant them incentive rewards that help to retain them and gain their loyalty.