العوامل المؤثرة على تبني المستهلك الليبي للتسوق الالكتروني: دراسة حالة لطلبة جامعة طرابلس

سالم, محمد صالح (2020) العوامل المؤثرة على تبني المستهلك الليبي للتسوق الالكتروني: دراسة حالة لطلبة جامعة طرابلس. Masters thesis, جامعة الشرق الاوسط.

Text العوامل المؤثرة على تبني المستهلك الليبي للتسوق الالكتروني.pdf Download (2MB)

Abstract

The study aimed to identify the factors affecting the Libyan consumer’s adoption of e-shopping, and to determine the degree of importance of the factors affecting the adoption of e-shopping from the point of view of the adopters. An analytical descriptive approach was used to collect data and analyze hypotheses. The study population consisted of all students of the University of Tripoli. The sample of study consisted of (449) male and female students who were chosen in a simple random way, The results of study showed that there was a statistically significant effect at the significance level of (α≤0.05) for the factors affecting the adoption of e-shopping (ease of use, perceived benefit, perceived reliability, and efficiency in the use of information technology) on the Libyan consumer’s adoption of e-shopping. The results also indicated that there were no statistically significant differences at the level of significance of (α≤0.05) in the estimates of the study sample about the degree of importance of the factors affecting the Libyan consumer’s adoption of e-shopping due to the variables (gender, age, year of study). In light of these results, the study concluded with a set of recommendations, including the need to increase the Libyan consumer’s awareness of the importance of e-shopping for the time and effort it provides them.

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