تأثير الكلمة المنطوقة و المسموعة على سلوك المستهلك نحو خدمات الطب البديل

الملخص EN

This study aims to find out the effect of word of mouth on consumer behavior towards alternative medicine service, to achieve this, a questionnaire was prepared and distributed electronically to an accessible sample of 86 individuals.

the study found that there is a different effect of the sources of word of mouth on the behavior of the Algerian consumer towards alternative medicine services, where the family is the most influential source, this is due to its closeness and direct relationship with the consumer, followed by the group of friends, then the treatment group, and the work group has a weak influence, at least influence is the social media.

we also found out that the effect of word of mouth does not differ according to gender, there is also a correlation between consumer behavior and the level of income.