أثر الكلمة المنطوقة الإلكترونية على تبني الطلاب للمعرفة البيئية (eWOM)‎ : دراسة تطبيقية على جامعة عين شمس

الملخص EN

The study aimed at studing the impact of electronic word of mouth (eWOM) on students'' adoption of environmental knowledge and its types and the extent to which the university students understand the environmental issues.

It also aims to study the reality of the electronic word of mouth (eWOM) among the students of Ain Shams University from the demographic variables and cultural milestones.

University students, and practical and theoretical colleges The problem of research in the extent of the impact of the dimensions of electronic word of mouth (eWOM) students to adopt environmental knowledge, and the researchers in this study to mix the method of extrapolation and the deductive approach, The researchers used a survey list that was prepared for the purpose of collecting data according to the study variables, which represent electronic word of mouth (independent variable) and the adoption of environmental knowledge by the students (a dependent variable).

The researchers also used the Alpha (Kronbach) Stability, while the correlation coefficient, multiple regression analysis method and Mann-Wittany experiment were used to analyze the field study data using the 353-person study sample, "the number of valid forms recovered".

The researchers found several results, The correlation between all the dimensions of (eWOM), which represents the independent variable and the dependent variable, is the students ''adoption of environmental knowledge, as well as the significant effect of the dimensions of electronic word of mouth on the students'' adoption of environmental knowledge.

The researchers also found no significant differences in opinions about study variables According to the difference (gender- cultural landmarks - type of college)