L’impact d’e-réputation sur le comportement d’achat du consommateur algérien Cas : de l’entreprise Condor

Abstract

In recent years, enterprises are facing new challenges and must grasp opportunities of digital world to manage its corporate reputation. This study aims to understand the relationship between corporate e-reputation and consumer buying behaviour and how it affects the latter. We carried out our study to the field with a sample of 197 Algerian consumers who are Internet users and who know the CONDOR brand, which is specialized in the production and sale of electronic products. Within this framework, we clarified the position of CONDOR in the Algerian market by organising a survey to verify the hypotheses of the study in order to respond to the problematic of this research. The results were analyzed and processed using SPSS 22 software. The results obtained have confirmed the research hypotheses presented in this study