Authors :
Abderrazak Hormi; Bouchra Ouarraoui; Naoual Benaini
Volume/Issue :
Volume 9 - 2024, Issue 12 - December
Google Scholar :
https://tinyurl.com/yrapf47z
Scribd :
https://tinyurl.com/fm6eu2vw
DOI :
https://doi.org/10.5281/zenodo.14651390
Abstract :
This study aims primarily to develop a model
based on structural equation modeling to explain the
impact of social influence on online shopping behavior in
Morocco.
Referring to the literature review we generated four
research hypotheses explaining the effect of social
influence on online shopping behavior and we
introduced in addition to social influence and online
shopping, an intermediate variable which is the purchase
intention and a moderating variable which is the user
experience.
Secondly, this model is tested by the interim of an
online survey of a sample size of 211 Moroccan
respondents.
The result of this study manages to explain more
than 77.3% of the variation of the online purchase
variable, and the application of the model on another
random sample would allow to explain about 72.10% of
the information on online purchase.
The study proposes to the marketing manager’s
elements to take into consideration for the elaboration of
a strategy adapted to the context of the e-commerce
market in order to provide an ethical response to the
needs of the Moroccan consumer.
Keywords :
Online Shopping, Social Influence, user Experience, Purchases Intention, Structural Equation Modelling.
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This study aims primarily to develop a model
based on structural equation modeling to explain the
impact of social influence on online shopping behavior in
Morocco.
Referring to the literature review we generated four
research hypotheses explaining the effect of social
influence on online shopping behavior and we
introduced in addition to social influence and online
shopping, an intermediate variable which is the purchase
intention and a moderating variable which is the user
experience.
Secondly, this model is tested by the interim of an
online survey of a sample size of 211 Moroccan
respondents.
The result of this study manages to explain more
than 77.3% of the variation of the online purchase
variable, and the application of the model on another
random sample would allow to explain about 72.10% of
the information on online purchase.
The study proposes to the marketing manager’s
elements to take into consideration for the elaboration of
a strategy adapted to the context of the e-commerce
market in order to provide an ethical response to the
needs of the Moroccan consumer.
Keywords :
Online Shopping, Social Influence, user Experience, Purchases Intention, Structural Equation Modelling.