أثر التقييمات والتعليقات الإلكترونية “e-WOM” على قرار الشراء عبر الإنترنت لدى المستهلكين

Abstract

This study aims to identify the impact of electronic reviews and comments, known as Electronic Word of Mouth (e-WOM), through its dimensions represented by credibility, content quality, valence of reviews and comments, volume, and the extent of reliance on them before purchase, on online purchase decisions among electronic customers in the city of Setif. The study was based on the following main research question: To what extent do the dimensions of electronic reviews and comments influence online purchase decisions among electronic customers in the city of Setif? To achieve the objectives of the study, the descriptive-analytical approach was adopted. Data were collected through a questionnaire distributed to a sample of electronic customers in the city of Setif. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS), relying on a set of statistical methods, including validity and reliability tests, Cronbach’s Alpha coefficient, and multiple linear regression analysis to test the study hypotheses. The study concluded that electronic reviews and comments have a statistically significant effect on online purchase decisions. The results also showed that the dimensions of Electronic Word of Mouth (e-WOM) influence consumers’ purchasing decisions to varying degrees. It was found that credibility and content quality are among the most influential dimensions due to their role in enhancing consumer trust and reducing uncertainty before making a purchase decision.