أثر الكلمة المنطوقة على قرار المستهلك الشرائي : دراسة ميدانية باستخدام برنامج SPSS لدى عينة من زبائن مؤسسة IRIS SAT للأجهزة الإلكترونية

الملخص EN

The word "spoken" is one of the most important factors affecting the evaluation and adoption of a particular product.

this study aims to highlight the effect of the word "spoken" on the decision of the consumer through the products of the IRIS electronic label.

in order to achieve the objectives of the study, we designed a questionnaire that was distributed to members of the random sample of 90 resolution it was processed using the SPSS statistical program.

the results of the study showed that the spoken word has a significant impact on the consumer's decision to buy both in the long term and in the short term, where it plays an important role in making different purchasing decisions and is one of the most reliable communication tools.