أثر الكلمة المنطوقة الإلكترونية على مراحل اتخاذ قرار الشراء للسلع المعمرة المصرية في السوق الليبي

Abstract

This study aims to analyze the impact of electronic word of mouth on the decisionmaking process for purchasing Egyptian durable goods among Libyan consumers in Tripoli. This topic is particularly important considering the transformations taking place in the Libyan market as a result of openness to European and Asian products and the decline in demand for Egyptian goods due to the negative perception associated with their quality. The study adopted a descriptive and analytical approach using a questionnaire distributed to a simple random sample of 384 individuals. The data was analyzed using SPSS. The results showed that electronic word of mouth does not contribute effectively to information gathering or to shaping positive postpurchase attitudes.