Critical factors affecting the desire to shop online in urban Morocco

مقدم أطروحة جامعية

Eddaoudi, Badr

مشرف أطروحة جامعية

Tariq, Abd al-Navid

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2008

الملخص الإنجليزي

An exploratory study was performed in Morocco and more precisely in the cities of Rabat and Casablanca.

In this study, customer’s intentions and willingness to buy online was examined against four groups of factors varying from demographic factors, security and trust related factors, Internet perception and experience factors to finally factors related to the company and its products related factors.

Four models based on Logistic Regression were conducted during this research.

Results of the tests demonstrated that the customers ’ desire to purchase online is explained by age, education, trust, security, ease of use, the perception of internet potentiality, time spent and frequency of usage factors.

Based on the results of this study, online vendors can dispose on guidelines allowing them to better understand the potential online customers and their intentions, and at the same time customers had the chance to express their needs regarding Ecommerce in general.

Future research could be directed toward improving the research tools that were used in this study and exploring more factors influencing the online customers ’purchasing intentions in Morocco.

التخصصات الرئيسية

إدارة الأعمال
التسويق

الموضوعات

• المستهلكون
• المواقف
• المغرب
• التسويق عبر الإنترنت

عدد الصفحات

57

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-626562