تطبيق تحليل خريطة أهمية-أداء لتقييم نية الشراء في الجزائر

الملخص EN

This study aims to propose a conceptual model that evaluates the impact of satisfaction, trust, and word of mouth on purchase intention.

It also aims to apply the importance-performance map analysis (IPMA) to evaluate purchase intention in Algeria.

Data were collected through a research survey.

This study used partial least squares (PLS) structural equation modeling to examine the hypotheses of the conceptual model.

The results show that satisfaction positively affects trust and word of mouth, while it does not affect purchase intention.

Trust positively affects word of mouth and purchase intention.

Word of mouth positively affects purchase intention.

For purchase intention, the results of IPMA show that word of mouth has a higher level of importance and performance than satisfaction and trust.

The results of this study provide theoretical and managerial implications, and recommendations for future research.