Les effets du bouche à oreille électronique (E-WOM) sur l’intention d’achat. Le cas du secteur hôtelier

Abstract

Our study focuses on the phenomenon of electronic word of mouth, which has developed strongly in recent years, especially with the arrival of social networks that have changed the world. The Internet has changed the way businesses interact with their customers. The study of how the consumer reacts to the adoption of new information and communication technologies, and in particular the hotel sector, seems to be an interesting line of research that requires further research. The aim of this research is to test the effects of e-WOM on purchasing intentions. A qualitative study is applied to address the problem and reveals that electronic word-of-mouth has positive effects on purchasing intention and may also be negative on the intention to purchase.