أثر الكلمة المنقولة السلبية على تبني المستهلك للمنتجات الجديدة : دراسة ميدانية على تكنولوجيا الجيل الثالث للاتصالات 3 G في مدينة قسنطينة

الملخص EN

The aim of this study is to clarify the effect of negative traditional and electronic word of mouth on the adoption of 3G as new product by Algerian consumers.

For this purpose, a questionnaire was distributed for a sample of consumers, and the results of the study show a significant relationship between the two variables, this effect is more significant for traditional WOM than electronic WOM, as it is more significant for the phases where the consumer is interested in the product and that of the evaluation.

The study also found that women are more likely to receive negative WOM than men.