Critical factors affecting the desire to shop online in urban Morocco

Dissertant

Eddaoudi, Badr

Thesis advisor

Tariq, Abd al-Navid

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2008

English Abstract

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.

Main Subjects

Business Administration
Marketing

Topics

• Consumers
• Attitudes
• Morocco
• Internet marketing

No. of Pages

57

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-626562