Empirical study of Algerian web users’ behavior: The case of ouedkniss.com

Abstract

ICT’s are changing business and marketing, and internet is a major evolution that leads to electronic commerce. In Algeria, e-commerce is perceived as “Myth” for some while it is a “Reality” for others. Being visited more than Facebook in Algeria, Ouedkniss.com this platform of classified ads is an exception of a website that succeeded in the Algerian market. Thus, understanding the determinants of its adoption is essential for Algerian managers to launch successful e-commerce website. The current study was supported by a quantitative research using an online survey to explore the role of the variables of the Technology Acceptance Model in the adoption of an e-commerce website. After validating the measurement scales used in the study, the results confirmed that TAM variables are relevant to explain the adoption of Ouedkniss.com and e-commerce. Moreover, the determinants of perceived usefulness were significant except one variable. Finally, the determinants of perceived ease of use were not significant. Thus, this model can be used, taking in consideration the significance of all variables, to explain and predict the adoption of e-commerce by Algerian users.