L’impact Des Caractéristiques Du Bouche A Oreille Électronique Sur L’intention D’achat : Cas Des Téléphones Portables Samsung

Abstract

Thanks to the internet, consumers are increasingly using interactive tools to exchange information about products and services, by evaluating them and giving feedback in 118 comment, this process is known as electronic word of mouth. That assessment and those opinions, the purpose of which is to guide potential purchasers, take several forms which are the characteristics of the electronic message. Our job is to study the impact of qualitative and quantitative characteristics on the consumer's purchase intent in the case of a Samsung brand mobile phone purchase. We carried out a quantitative study through a questionnaire survey launched online, the latter allowed us to collect 175 responses which were analyzed thanks to the "spSS" statistical analysis software and whose results showed a real influence of the E - Bao on the intention to buy consumers, and a large part of them take into account the opinion and experiences of Internet users before considering any purchase