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The role of Electronic opinion leader on purchasing decision of new products

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dc.contributor.author SAYAH , Fatima- AMINA -Abderrezzak MERABET ET Benhabib
dc.date.accessioned 2019-01-04T17:43:12Z
dc.date.available 2019-01-04T17:43:12Z
dc.date.issued 2018-10-26
dc.identifier.issn ISBN: 978-605-83063-8-7
dc.identifier.uri http://e-biblio.univ-mosta.dz/handle/123456789/8003
dc.description.abstract Abstract: The electronic opinion leader (E-LO) play a crucial role in new products launching because on the one hand, the E-LO has an important influence on consumer behaviour before and after the purchase of new products or services. On the other hands his recommendations and advices are highly solicited by his followers and have a strong impact on purchase decisions in comparison with company communication such as advertising. Thus, this paper seeks to examine how electronic opinion leader influence the consumer purchasing decision of new products. After a short review of literature, we propose a conceptual model which include brand attitude, perceived newness, perceived risk and purchase intention than we present the results of an empirical study conducted among 150 Algerian consumers using (MANOVA) and structural equations (PLS method). Results have shown that E-LO influences brand attitude, perceived novelty and perceived risk which influence purchase intention. en_US
dc.language.iso en_US en_US
dc.subject SOCIAL SCIENCES en_US
dc.title The role of Electronic opinion leader on purchasing decision of new products en_US
dc.title.alternative The 2nd International Conference on New Approaches in Social Sciences and Humanities İstanbul - Turkey en_US

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