Exploratory study of the influence of electronic word of mouth on purchase intention : case of Ali Express Products on Facebook

Issam Ez Zahi and Salima Jazi

Research Laboratory in Management, Marketing and Communication

ENCG Settat, Univeristy Hassan 1er, Morocco



The aim of this paper is to explain how electronic word of mouth can influence consumer purchasing intent. Therefore, a qualitative exploratory study conducted with a Facebook community made up of Moroccan consumers interested in “Ali Express” products was set up to highlight the interpersonal influence factors that determine consumers’ purchase intention. The results of the first netnographic study of the exchanges made by consumers within the “AliExpress Morocco” group allowed us to verify certain variables retained in the context of our research (the valence, the credibility of the source, etc.), and highlight new ones. A second qualitative study based on individual interviews allowed us to support the proposals made in the first phase and to check the other variables, in order to come up with a final conceptualization of our model.


Keywords: electronic word of mouth, purchase intention, consumer, netnography, individual interviews


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