Avantages de l’e-commerce et comportement de dépense, quel impact?
DOI:
https://doi.org/10.31637/epsir-2026-2130Palabras clave:
Avantages e-commerce, Comportement de dépense, Modèration, Genre, Âge, Variable latente, Équations structurelles, PLSResumen
Introduction: Cet article explore la possible relation qui existe entre les avantages de l’e-commerce et le comportement de dépense, notre hypothèse principale stipule que les avantages de l’e-commerce tel que le paiement en cashless, les promotions et offres ou encore le passe-temps impactent positivement le comportement de dépense. Méthodologie: Vu que le comportement de dépense est une variable latente nous avons adopté la méthode de la modélisation par équations structurelles sous Smart PLS afin de prouver la relation qui existe entre les avantages de l’e-commerce et le comportement de dépense en intégrant une modélisation par Genre et par Âge. Résultats: Selon les résultats de l’étude, l’avantage « passe-temps » est celui qui impacte le plus le comportement de dépense à la hausse. En ce qui concerne l’effet modérateur du Genre, le comportement de dépense des femmes augmente davantage que celui des hommes lors d’un paiement en cashless, mais en ce qui concerne l’avantage promotions, le comportement de dépense des femmes reste inchangé tandis que celui des hommes augmente. Concernant l’effet modérateur Âge. le comportement de dépense des plus jeunes (16-35 ans) est définitivement plus sensible à l’avantage du cashless Discussion et Conclusions: Notre étude aboutit à des résultats pertinents qui expliquent les changements des tendances et des habitudes de consommation d’achat et de dépense des marocains, mais également leur relation avec le développement technologique et digital qui touche l’univers commercial.
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