Abstracts
Résumé
L’émergence d’internet a permis au bouche à oreille électronique (e-WOM) à se développer. Ce moyen de communication facilite aux consommateurs en ligne d’accéder à plus d’informations d’une part et de faciliter la communication interpersonnelle via les commentaires en ligne, d’autre part. L’objectif de cet article est donc d’examiner dans quelle mesure l’e-WOM peut influencer l’image de marque, l’attitude et l’intention d’achat dans l’industrie agroalimentaire en prenant, comme champ d’étude, le contexte tunisien. Une enquête est réalisée auprès de 270 répondants. Les résultats montrent que l’e-WOM a des effets positifs sur l’image de marque, l’attitude et l’intention d’achat.
Mots-clés :
- Internet,
- bouche à oreille,
- image de marque,
- intention d’achat,
- attitude
Abstract
Internet has enabled the electronic Word-of-Mouth (e-WOM) to develop. This means of communication facilitates to consumers online of access to further information on the one hand and to facilitate the interpersonal communication via online reviews, of the other part. The objective of this paper is to examine to what extent the electronic word of mouth (e-WOM) can affect brand image, attitude and purchase intention in the agrifood industry taking, as a field of study, the Tunisian context. A survey is conducted among 270 respondents. The results show that e-WOM has a positive impact on the brand image, attitude and purchase intention.
Keywords:
- Internet,
- word of mouth,
- brand image,
- purchase intention,
- attitude
Resumen
La aparición de Internet ha permitido a la palabra de la boca electrónica (e-WOM) para desarrollar. Este medio de comunicación más fácil para los consumidores en línea para acceder a más información, por un lado, y facilitar la comunicación interpersonal a través de comentarios en línea, por otro lado. El objetivo de este artículo es examinar en qué medida el e-WOM puede influir en la imagen de marca, la actitud y la intención de compra en la industria alimentaria tomando como campo de estudio El contexto de Túnez. Una investigación fue realizada entre 270 encuestados. Los resultados muestran que el e-WOM tiene efectos positivos sobre la imagen de marca, la actitud y la intención de compra.
Palabras clave:
- Internet,
- el boca a boca,
- marca,
- intención de compra,
- la actitud
Appendices
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