The impact of the E-WOM on the decision to purchase locally produced (installed) cars

تاريخ الاستلام:25/01/ 2020تاريخ القبول:10/09/2020

Abstract

This study aims to identify the impact of E-WOM by it dimensions (content of E-WOM _ density of E-WOM _the positive and negative E-WOM _credibility of E-WOM) on the decision to purchase locally produced cars, and know if there are differences in the decision to purchase locally produced cars attributable to the personal factors of the interviewees, and for type of car mark, and for payment method, For this purpose we have conceived a questionnaire distributed randomly over (200) people, have been retrieved (196) valid for statistical processing. The study concluded that the E-WOM has positive effect on the decision to purchase locally produced cars via density of E-WOM and the positive and negative E-WOM, also concluded that: income and type of car mark and payment method have a direct impact on the purchase decision.

The study recommended that car manufacturers in Algeria should be interested in the E-WOM and direct communication with customers via e-mail and social networking sites, also is necessary to run the after-sales services electronically.