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Assessing the Effect of Trust and Security Factors on Consumers' Willingness for Online Shopping among the Urban Moroccans

2009; Canadian Center of Science and Education; Volume: 2; Issue: 1 Linguagem: Inglês

2321-8916

Abdul Naveed Tariq, Badr Eddaoudi,

Technology Adoption and User Behaviour

This study attempts to examine the customers' willingness to shop online by taking into account demographic factors as well as trust, and security-related factors. The research area of the study included the most prominent cities of Rabat, Casablanca and Al Akhawayn University in Ifrane. A logistic regression analysis was demonstrated and the findings indicate that the customers' willingness to shop online is explained by age, trust, security, awareness and piracy factors. The findings of the study also indicates that majority of the respondents intends to shop online. The research outcomes are undoubtedly useful for both the government and online vendors for better understanding online shoppers. The study also facilitates policy makers to set and develop a better online shopping infrastructure with the technological competitive advantage for both online vendors and consumers.