أثر مصداقية الكلمة المنطوقة الالكترونية على اتخاذ قرار الشراء : دراسة حالة : موقع Jumia بالجزائر

Abstract EN

L14The purpose of this study was to determine the impact of the credibility of the electronic spoken word on the procurement decision for customers of JUMIA, in Algeria, by identifying the extent to which customers rely on other people's experiences, their comments, and the information such sites provide on products to customers.

In order to achieve the objective of the study, a questionnaire prepared for this purpose was distributed to a sample of the site's clients to collect information on the subject of the study.

The study sample consists of 118 individuals.

The package statistics program has been used(SPSS 23) for analysing the responses of sample members.

Among the results is an impact notable for the credibility of the electronic spoken word on the purchase decision of JUMIA customersAlgeria, which was sought through the remarkable agreement of the sample about how important the credibility of the word is spokenon the website in determining their purchase decisions from the site.

The most important thing recommended by the study was to encourage clients of the site to share their previous experiences and expertise through the site's products, as well as the provision of full and varied information on products required by visitors, the site also had to post the experience of serving former customers on the site for more credibility and work on it, as well as enhance customer confidence in the site's services by displaying photos and videos of customers receiving their products.