Advantages of E-commerce and Spending Behavior: What Impact?
DOI:
https://doi.org/10.31637/epsir-2026-2130Keywords:
E-commerce advantages, Spending behavior, Moderation, Dender, Âge, Latent variable, Structural equations, PLSAbstract
Introduction: This article explores the potential relationship between the advantages of e-commerce and spending behavior. Our primary hypothesis posits that benefits—such as cashless payments, promotional offers, and shopping as a pastime—positively influence consumer spending behavior. Methodology: Since spending behavior is a latent variable, we adopted Structural Equation Modeling (SEM) using Smart PLS to demonstrate the relationship between e-commerce’s benefits and spending behavior, incorporating moderation by gender and Âge. Results: The study's findings indicate that the "pastime" advantage most significantly increases spending behavior. Regarding gender moderation, women's spending behavior increases more than men's when using cashless payments. However, concerning promotions, women's spending behavior remains unchanged, whereas men's increases during promotional periods. Regarding Âge moderation, younger individuals (16–35 years old) are more responsive to the advantages of cashless payments. Discussion and conclusions: Our study yields relevant results that explain changes in Moroccan consumers' purchasing trends and habits, as well as their relationship with technological and digital developments in the commercial sector.
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