كيف تتدخل ثقة العلامة التجارية في العلاقة بين الكلمة المنطوقة إلكترونيا ونية العملاء لشراء السيارات الكهربائية في مصر؟: الدور المعدل للوعي البيئي للعملاء

الملخص EN

This research examined the indirect effect of electronic word of mouth (eWOM) on customers' purchase intention of electric vehicles in Egypt through brand trust as a mediating based on the planned behavior theory, in addition to identifying the moderating role of customers' environmental awareness in the relationship between the eWOM and brand trust.

the research was conducted on a random sample of (384) individuals, depending on the survey method used to collect data.

then software was used (AMOS v.25) and (SPSS 26).

the research found the positively affected of eWOM on customers' purchase intention of electric vehicles in Egypt through a partial mediation of trust brand; whereas the positive information about eWOM enhances the customers' purchase intention, through a brand that is trustworthy among its customers.

the research also found that the ability of customers' environmental awareness to modify the positive effect of the eWOM on the brand trust, so that the effect becomes more positive when there is awareness of the customer about the environmental problems in Egypt and the responsibility towards the environment.