نمذجة العلاقة بين الفائدة المدركة ونية الشراء عبر مواقع التسوق الإلكترونية

Abstract

This study aims to model the relationship between the perceived interest and the intention to buy from electronic markets in Algeria through the mediation of the opinion of the community, after setting the theoretical framework and by conducting a literary survey of many previous studies related to the subject, a theoretical model was developed, and relying on the questionnaire as a tool for the study, it was analyzed statistically using structural equations modeling (SEM). The results showed that the perceived interest directly affects the online purchase intention, and that the community's opinion affects the online purchase intention. The study also confirmed that the perceived interest indirectly affects the intention to purchase from websites, through the community opinion variable, which is a mediator between the perceived interest and the intention to purchase