Impact of Electronic Trust and Electronic Security on the Purchasing Behavior of the Electronic Consumer in Algeria

Abstract: The emergence of e-marketing has changed the perspective of e-business, and has brought about a significant change in the behavior of the consumer, who used to deal with the seller personally and turned to dealing with a website. This made the concept of trust and security problematic for both the seller and the buyer, where the seller is trying to gain the trust of his customers by achieving security for them and making them feel that their information and transactions are in safe hands. About this content came our study explaining the impact of Electronic trust and electronic security on consumer behavior, which included on the side of the application of a sample of Algerian electronic consumers numbering 173 members. Results express that there is a statistically significant relationship between variables of the study (electronic trust, electronic security and consumer purchasing behavior). Keywords: Electronic Marketing, Electronic Consumer, Electronic Trust, Electronic Security JEL Classification Number: L14, L81