The effect of consumers' perceptions of internet advertising on purchasing decisions

Within the process, when we analyze the develepmental phases of Internet, this field was used only as a source of information. Over time it has gained importance and its effectiveness has increased for people. This process has attracted the attention of commercial enterprises and reached wider masses with the integration of advertisements into the internet environment. It has become a prerequisite for businesses that prefer internet advertising to be successful by following the target audience behaviors, researching and making the right analyzes. By gaining importance on the components of internet advertising, the effect of internet advertising on purchasing decision is emphasized. The purpose of the research is to use consumers' perceptions of internet advertising, how their shopping decisions and personal views interact. The responses of 455 internet users were analyzed and interpreted using the SPSS program, based on the results. As a result of the research, it was observed that consumers perceptions of internet advertising positively affected the purchasing decision.