مجلة البشائر الاقتصادية
Volume 11, Numéro 2, Pages 470-487
2025-09-04

Examining The Influence Of E-wom And Product Quality On Online Purchase Intention : Algerian Consumer Case Study



Authors : Sayah Fatima .

Abstract

This study investigates the effect of Electronic Word of Mouth (e-WOM) and product quality on online purchase intention. The research focuses on users of Venus products in Algeria, employing a quantitative methodology. Data was gathered through structured surveys distributed to 80 respondents. The analysis was carried out using the Structural Equation Modelling Partial Least Square (SEM-PLS) technique. Results reveal both e-WOM and product quality exert a significant effect on online purchase intention is statistically significant. Specifically, positive e-WOM and high product quality enhance consumer trust and drives baying decisions. These findings underscore the importance of leveraging positive customer reviews, and maintaining consistent product quality to bolster consumer loyalty and purchase intent. This research offers actionable insights: prioritizing strategies that amplify positive e-WOM, ensuring product quality, wich can significantly enhance consumer trust and loyalty, ultimately driving online purchase behavior.

Keywords

E-WOM ; Product Quality ; Online Purchase Intention ; Agerian consumer

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