Factors Determining the Adoption of Online Shopping by the Algerian Consumer, CASE: Jumia Company

Abstract

The opening up of the market and the progress of information and communication technologies have given rise to a new type of "virtual commerce" market, called "e-commerce". This is a new mode of business transactions on the Internet that is characterised by rapid growth, affecting all economic sectors, including the sale of goods and services on the Internet.Despite a generally unstable environment, e-commerce continues to grow in importance in our shopping habits. Companies operating in this distribution channel are constantly innovating to serve their customers. Developing websites for a better browsing experience, optimising logistics for faster delivery, offering a wide range of products at lower prices, or offering promotional offers to encourage customers to buy. The study’s objectiveis to determine the factors that influence the purchase intention of Algerian consumers in the context of e-commerce, in other words, the motivation and barriers that push or hold them back from adopting online shopping. We adopted the quantitative method, administered our online survey for a sample of 250 online buyers and non-buyers in order to know the reasons for not buying, the data were analyzed with the SPSS software. The results revealthat trust and satisfaction have a positive impact on the intention to shop online. Perceived ease and perceived usefulness in Davis' (1989) model were also shown to have a positive impact on online purchase intention, as these platforms help them savetime.