مجلة الدراسات التجارية والاقتصادية المعاصرة
Volume 7, Numéro 2, Pages 94-108
2024-07-20
The Impact Of E-wom Credibility On Perceived Risks: An Empirical Study On A Sample Of Dishwasher Buyers
Authors : Djeffel Ouarda .
Abstract
The purpose of this study was to investigate the effect of e-WOM credibility on reduction the buyers' perceived risk. Consequently, the current study developed a conceptual framework to explore the relationship between e-WOM credibility and perceived risk. Based on initial responses gathered from (383) buyers, S.E.M modeling was used to validate the conceptual model proposed. The results indicated that while e-WOM credibility was High, perceived risk was Medium. Furthermore, it showed that e-WOM credibility had no effect on lowering dishwasher buyers' perceived risks. For dishwasher manufacturing companies, these findings are crucial. They need to use different strategies, such as offering warranties and after-sale services, to lessen the perceived risk. Additionally, dishwasher manufacturing companies should provide potential customers with the information they require in a variety of ways, such as thorough detailed user guides and Explanatory videos, as opposed to allowing them to obtain information from informal electronic sources.
Keywords
E-WOM credibility ; Performance risks ; Financial risks ; Social risks.
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