LES FACTEURS EXPLICATIFS DU COMPORTEMENT DU CONSOMMATEUR SUR UN SITE MARCHAND : PROPOSITION D’UN MODELE CONCEPTUEL

The consumer behavior on the Internet is often viewed as fundamentally different from that observed in a physical environment. It is characterized on the one hand by a great use of technology for transactions and on the other hand by distance, the impersonal nature of the online environment, temporal and spatial separations. This creates distrust and fear in the consumer. This reluctance creates difficulties for the survival of businesses practicing e-commerce. Hence the need to better understand and analyze the reasons why the consumer adopts or rejects the purchase on the Internet. A good understanding of the determinants of  purchase  intention online will allow these companies to adjust their strategies to attract the maximum of potential consumers  and  take full advantage of the opportunities offered by e-commerce

Purchase Intention, Online Shopping Behavior, e-commerce