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Factors Affecting the Adoption of E-commerce by Moroccan Consumers

Domaine:

socioeconomic
Créateur:
GHAKHA
Éditeur:
Zenodo
Hôte:avatar
As part of the general theme of the adoption of new technologies by users, this article aims to make a contribution to the understanding of the determinants and perceptions that influence consumers in Morocco to adopt e-commerce. To answer our problematic, and being inspired by the UTAUT model of Venkatech, we formulated the working hypotheses according to which, the adoption of the electronic commerce by the Moroccan consumer is influenced mainly by its perceptions in terms of utility, ease and risks generated by the system. In this article, we will present the results obtained by the PLS method.

Visit

doi.orgzenodo.org

Tags

E-commerce, Adoption, Cyber-consumer, UTAUT model.

Licenses

Creative Commons Attribution 4.0 Internationalhttps://creativecommons.org/licenses/by/4.0/legalcodeOpen Accessinfo:eu-repo/semantics/openAccess

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