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Impact du bouche à oreille électronique sur le comportement du consommateur: Cas du consommateur algérien

SAYAH Fatima

Abstract:
The purpose of this study is to examine the impact of the electronic word of mouth (e-WOM) on consumer behaviour and more specifically on the attitude towards the product and purchase intention. After a brief review of the academic literature , we conducted a survey among 280 individuals. The results of data analysis using tructural equations modeling PLS method, show a significant effect of electronic word of mouth and product attiude on purchase intention.
Keywords: electronic word of mouth; Attitude to the product; Purchase intention; Consumer behavior.
Jel Classification Codes: D11, M31, M37.