أهمية كلمة الفم الإلكترونية كمصدر للمعلومات لدى المستهلك الجزائري : دراسة ميدانية

Abstract EN

This study aimed to determine the importance of the electronic word of mouth as a source of information for the Algerian consumer, And to know the direction and strength of the relationship between the electronic word of mouth and the purchase decision of the Algerian consumer, In addition to revealing the extent to which the electronic word of mouth is used as a source of information in parallel with the personal data of the study sample consisting of 395 individuals, whose data were collected through an electronic questionnaire.

The results of the study concluded that all hypotheses were accepted represented by (1) The electronic word of mouth are among the sources that respondents rely on in the process of searching for information,(2) Friends and co-workers are among the most important sources of electronic word of mouth for Algerian consumers,(3) There is a strong, positive, statistically significant relationship at a significant level (α less than 0.05) between the information obtained from the electronic word of mouth and the purchase decision of the study sample, Finally, some recommendations and proposals were presented.