E-WOM et intention d’achat à l’ère numérique : étude quantitative auprès de consommateurs de la marque Apple

Abstract

The digital transformation of traditional word-of-mouth has not only strengthened the breadth of opinions and experiences, but it has also generated new dynamics of influence, consequently modifying purchasing decisions on an unprecedented scale. The central problem aims to determine the extent of the influence of the determinants of the e-wom on the purchase intention and how this correlation is modulated by the perception of the customer. To answer this question by taking the Apple brand as a case study. We conducted a quantitative study including an online questionnaire. Thanks to the latter, we collected 100 responses from Algerian consumers who were processed via SPSS and Smart PLS software for data analysis. The data significantly indicate that the e-WOM plays a crucial role in the purchase decision, thus reorganizing the information environment. More precisely, positive reviews boost the desire to buy, their quantity strengthens confidence, and the richness of the content helps in the decision. The economic effectiveness of opinions is therefore based on their perceived usefulness and credibility