L'influence du bouche à oreille électronique (eWOM) sur le comportement du consommateur

Abstract : The electronic word of mouth has grown considerably the last years especially with the proliferation of online platforms like social networks. Treating the specific case of the characteristics of online messages (the valence strength and arguments), this work has helped us in a first exploratory step to learn the language of the Internet to create our own scenarios, to know the main questions of users about the credibility and the trust and usefulness of these messages. This research and literature review have enabled us to propose a conceptual model to pivot about the characteristics of word-of-mouth messages online and influences on consumer behavior. Through a confirmatory analysis we tested and validated the proposed model and accepted and rejected some of our supposed hypothesis. The statistical output had shown that the types of messages influence the perceived credibility, purchase intent and recommendation. Moderator variables related to the characteristics of the message receiver moderate these relationships. Mediating variables (ie perceived trust and perceived usefulness of messages) are considered fundamental for the evaluation of electronic word of mouth messages.
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Jihene Hanana Abdennadher. L'influence du bouche à oreille électronique (eWOM) sur le comportement du consommateur. Gestion et management. Université de Strasbourg; Institut supérieur de gestion (Tunis), 2014. Français. ⟨NNT : 2014STRAB013⟩. ⟨tel-01127956⟩

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