Influence du leader d'opinion sur le comportement d’achat du consommateur : effets de la nouveauté perçue et de l'innovativité sur l'intention d'achat du consommateur Algérien

Abstract EN

The opinion leader plays a crucial role in the launching of new products.

This leader is a very important media target for diffusion and launching of innovation.

It constitutes a very interesting source of information for the consumer.

On the one hand, his opinions have an important influence on the consumer behavior before and / or after the purchase of a product or a service through his influence on the purchase decision, and on the other hand, his recommendations, directions and advices are taken into account by his entourage in comparison with communication media such as advertising.

In this study we try to test the influence of opinion leaders on the consumer's purchasing behavior through the perceived novelty of the product and the consumer's innovativeness.

After a brief review of the literature, a confirmatory survey conducted among 80 consumers of new product in Algeria, shows that the opinion leader plays a significant role on the perceived novelty and the consumer's innovativeness.

These latter in turn exercised a strong positive influence on the purchase intention of new product.

The results of the analysis of data by using the structural equations PLS method, confirm the influence of leader opinion on the consumer's buying intention through the Innovativeness and novelty perceived are considered as mediators between the opinion leader and the purchase intention.